Spider-Man at 60

Spider-Man is celebrating his 60th this year – it’s a major milestone for one of Marvel’s favourite characters…

Paul: It is an exciting time for the iconic Super Hero and to celebrate the 60 year legacy, Marvel recently launched its “Beyond Amazing” campaign. Now through the end of 2022, SpiderMan fans can celebrate with all-new products, special events, pop-up experiences, retail activations and so much more. As we continue to expand and evolve the Marvel lifestyle brand, it was imperative that we kicked-off “Beyond Amazing” with a collaborator that mirrored Spider-Man’s charisma and timelessness. We worked with KITH to produce a Spider-Man inspired collection for kids and adults, and built an immersive pop-up in Queens. The in-demand collection quickly sold out. These new products supplement our existing merchandise, such as: apparel, accessories, collectibles, toys and comics, as well as our original games content.

Why do you think the character remains popular after all these years?

Spider-Man is a legend who’s remained a pop culture staple for 60 years. Whether it’s a Marvel super-fan who loves Spider-Man’s new adventures, a collector who identifies with the nostalgia factor, a kid who sees themselves in the ordinary teenager who develops superpowers, or a pre-schooler who is learning about the beloved character for the first time by watching “Marvel’s Spidey and his Amazing Friends,” we’re able to reach fans of all ages with our expansive slate of content and products. A recent study found that there are more than five million Google searches for Spider-Man every month. Our data shows that he is the #1 spontaneous favourite character for all Boys under 12 years old across EMEA, and Spider-Man is the #1 most liked character for all children aged 4-12 years old. We are also seeing our franchise grow amongst Gen Z audiences, both male and female, with the help of supporting characters like Miles Morales - a relatable, multi-cultural teenager who also happens to have some pretty cool powers. In many of our retailers across EMEA, we now sell as many Miles Morales designs as we do Peter Parker/Spider-Man ones.

Is the pre-school audience key to Spider-Man’s success?

Spider-Man has excited fans for the past 60 years and we love seeing new generations connect with the character. The Disney Junior original series, “Marvel’s Spidey and his Amazing Friends,” is the first full-length Marvel series for pre-schoolers and it’s our number one growth property in the 2-5 age category. It’s also ranked in the top 5 for all pre-school TV series among Boys 2-5 – after only premiering one year ago. We just launched Season 2 and we’re currently in production on Season 3. For context, the series follows Peter Parker, Miles Morales and Gwen Stacy who form Team Spidey and embark on heroic adventures to protect their community. The show encapsulates key heroic Marvel characteristics including the importance of teamwork and problem-solving, and has proved to be a phenomenal way to introduce pre-schoolers to the Super Hero powers of friendship and cooperation in order to help others in need.

How are you engaging other new fans in Spider-Man with products?

Our continued collaborations with innovative brands helps us to expand our offerings and reach new audiences across platforms. A recent collaboration was Marvel’s Spider-Man: Miles Morales x adidas Originals Superstar shoe. The limitededition footwear collaboration was available as a physical product release and appeared in-game as part of Miles’ personal sneaker collection. Fans have so many ways to engage with Spider-Man beyond our content and products - through Marvel HQ on YouTube, live entertainment, digital and social media, and lifestyle events around the globe.

What future plans do you have for Spider-Man?

Throughout the end of the year, we are continuing to celebrate “Beyond Amazing” with new products, including collectibles from Hasbro, Funko, and others. Over the next two years, fans can expect more from “Marvel’s Spidey and his Amazing Friends” and the brandnew animated series “Spider-Man: Freshman Year,” premiering exclusively on Disney+ in 2024. PlayStation, Insomniac and Marvel Games are also bringing Marvel’s Spider-Man Remastered and Marvel’s Spider-Man: Miles Morales to PC for the first time. Gamers should also gear up for the 2023 release of Marvel’s Spider-Man 2, developed by Insomniac Games, in collaboration with Marvel Games, exclusively for the PlayStation 5 console.

Paul Gitter, Senior Vice President, Marvel Franchise talks us through this milestone and what is in store for the next 60 years...

“Spider-Man has excited fans for the past 60 years and we love seeing new generations connect with the character.”