Hasbro’s new “Assemblers” line allows youngsters to customize their own action-figure armor
Tony Stark builds a new suit full of gadgets, blasters and other toys in the upcoming movie Iron Man 3. And kids are getting to follow suit.
Arriving in stores around Feb. 11, a new line of Iron Man 3 action figures from Hasbro features a slew of customizable pieces and parts to build your character’s armor but also change it up and add accessories like projectile launchers from a different hero altogether.
Sixteen figures will be released throughout 2013 in this new “Assemblers” lineup, including a first wave including the new red-and-silver Iron Man suit Robert Downey Jr. wears in Iron Man 3 movie, the War Machine armor of James “Rhodey” Rhodes (Don Cheadle), and Rhodey’s spiffy red, white and blue outfit as Iron Patriot.
Each pack ($9.99) offers more than 25 armor combinations, and the rest of the line draws from the other two Iron Man films as well as The Avengers, plus decades of various Iron Man get-ups from the Marvel comic books.
“Kids really want to customize their play experiences. They love to mash things up and make it their own,” says Adam Biehl, senior director of Marvel marketing at Hasbro.
“We really wanted kids to be able to make their own armor and be able to show it off and make unique versions for their friends.”
The figures are 3¼ inches tall, a popular scale for Hasbro’s superhero toys — the Assemblers will match the action figures for earlier Marvel movies like The Avengers and Captain America: The First Avenger plus the popular Marvel Universe line that pulls mainly from the comics.
They’re also bound to draw interest from adult collectors as well, Biehl says. “Their passion inspires us.”
Hasbro will be offering Iron Man 3 figures of several different sizes in this year’s movie toys, which the company will be showing off at Toy Fair in New York City next month, in addition to new types of roleplay toys for children.
In theaters May 3 and directed by Shane Black, Iron Man 3 also stars Gwyneth Paltrow as Pepper Potts and Ben Kingsley as the villainous Mandarin.
After appearing in three past films as well as different cartoons and comics since 1963, Iron Man has become one of the more recognizable superheroes in the mainstream.
“As a result kids, really know who he is and they really know at the heart of Iron Man is Tony Stark,” Biehl says. “He’s this brilliant industrialist who works in his lab to create his own armor. That’s a very aspirational hero behind the mask.
“In this case, we’re trying to create a way for kids to be like Tony Stark and create their own armor.”