'Webslinger' Event Intensifies 'Spider-Man' Hype

The hype for the upcoming superhero movie "Spider-Man 3" will gain some huge momentum this weekend with the official release of merchandise from the upcoming superhero film.

Much in the same way they made the release of "Star Wars" products an event prior to the release of each film in the saga's prequel trilogy, Hasbro Toys has set a release date for its "Spider-Man 3" products -- marking a rare occasion where stores roll out specific toy merchandise simultaneously.

"We've found throughout history, specifically with 'Star Wars,' that creating an event out of a toy launch, especially a movie toy launch, is very successful," said Suzanne Schneider, Senior Director of Marketing, Spider-Man brands, Hasbro. "It starts building the buzz, driving a momentum and leading folks into stores -- rather than putting product out on shelves and hoping that it moves."

For the release of "Spider-Man 3" merchandise, the company has donned the event "Webslinger Weekend," which will begin Saturday. Many of the items were displayed at the 2007 American International Toy Fair in February.

Like the "Star Wars" toy event, certain retailers will be carrying exclusive items. Target will have an exclusive action figure "Battle Pack" where Spider-Man faces off against Sandman, while Toys R Us, will be taking flight with an exclusive Spider-Copter. Wal-Mart will be selling a limited edition action figure of Spider-Man wearing his black outfit.

Among the items are single-packed action figures featuring characters from the new movie including Spider-Man, Peter Parker, Venom and Sandman, as well as previous movies characters like Doctor Octopus and the Green Goblin. Other items deluxe action figure sets and action figure vehicles, role-playing items like Deluxe Spinning Web-Blasters, and hi-tech items like a Spi-Dog Interactive Music Companion that can be plugged into MP3 players and move to the music.

Schneider said director Sam Raimi, who helmed the first two films in the series, as well as "Spider-Man 3," was a collabarator in the product line as well.

"He was part of the approval process, not only with the product but also with the point of purchase materials and I believe he even saw some of our marketing materials," Schneider said. "He's been fantastic, and our collaboration with Sony has been phenomenal."

Other items include toddler-age products, like Superhero Squad mini-figures, a My-First Spider-Man plush doll with sound and a Super Pal Spider-Man plush that's awake during the day and can "fall asleep" at night.

Spider Spud has the parts to build Mr. Potato Head as either Peter Parker or Spider-Man. Of course, the toy takes cue from his movie-spud counterpart Darth Tater, an emormously popular item from the "Star Wars" line.

"It really took our toy from a great toy line to a part of pop culture," Schneider enthused. "It transcends everything when you see a character like Darth Tater on top-rated nighttime shows and primetime shows."

"With Spider Spud, it was just a natural connection as well," Schneider added. "Who doesn't want to be Spider Man? Everyone does. And with Spider Spud, it brings a lot of humor to the line."

Even though they're designed for kids ages 2 to 8, Hasbro found that the Darth Tater (as well as the "Star Wars"-themed R2Patatoo and Spud Trooper) were a hit with adults as well. In fact, the items were flying off the shelves like, well, hot potatoes.

"With Spider Spud, we're prepared up front to have the quantities that are going to be required," Schneider said. "It's a great desktop toy and a great toy for kids."

Set for a May 4 release, the third "Spider-Man" film again stars Tobey Maguire as Peter Parker/Spider-Man, Kirsten Dunst as Mary-Jane Watson and James Franco as Harry Osborne. Joining the cast for "Spider-Man 3" are Thomas Haden Church (Sandman), Topher Grace (Venom) and Bryce Dallas Howard (Gwen Stacy).

The first two "Spider-Man" movies from 2002 and 2004 grossed more than $1.6 billion worldwide.