'The Avengers' Spawns Toys, Fragrances and Luxury Cars
By The Washington Post | Published: May 5, 2012
Ever wonder what the Incredible Hulk smells like? Try Indian sandalwood, musk and sharp cedar.
"It's more of an earthy fragrance," said Andrew Levine, chief executive officer of Jads International LLC, the Hunt Valley, Maryland-based marketer that signed on to produce a line of "Avengers" scents, including Smash, a cologne based on the green superhero. "You have to mimic the character."
Dozens of companies are tying in with "Marvel's The Avengers," the Walt Disney Co. action film opening today in the U.S. With its Captain America character dating back to World War II, "The Avengers" has an unusually broad appeal, attracting licensing and sponsorship deals that go well beyond toys, including ones for hotels, fragrances and luxury cars.