Tesco is hoping Iron Man can help to power up its footfall this month.
The retailer is joining forces with Iron Man owner Disney to launch an augmented reality app next week, ahead of the UK release of movie Iron Man 3 on 25 April. The activity is being targeted at boys aged between six and 12, and their parents.
Customers who download the free iOS or Android app can take a photo of their face to generate an image of themselves wearing the Iron Man armour. App users will be told they can visit Tesco and scan Iron Man PoS to unlock a further six suits of armour they can depict themselves wearing. Each suit features ‘weapons’ that users can fire.
Tesco said it would have Iron Man 3 gondola-end displays in 400 stores, which would have dedicated free-standing display units for Hasbro toys inspired by the movie. It would also carry Iron Man 3 T-shirts, costumes and bakery products.
Iron Man featured in last year’s Avengers Assemble, which was the third-biggest DVD and Blu-ray release of 2012, after The Dark Knight Rises and Twilight: Breaking Dawn Part One.