In the Marvel Universe, is Endgame…

In the Marvel Universe, is Endgame the greater blockbuster?

The latest installment of Marvel’s Avengers saga has become the studio’s highest earning blockbuster. Avengers: Endgame surpassed Black Panther and Avengers: Infinity War in the box office, but how does this release compare to Infinity War on a larger scale?

Endgame Drives Movie Tickets and Shopping

Searches for Avengers: Endgame terms drove more traffic to entertainment and shopping & classifieds sites year on year. Meanwhile, Infinity War, which was released on April 27, 2018, drove higher traffic to News & Media sites. Given that the top downstream websites for Endgame searches were Fandango, AMC and Cinemark, the data indicates that more people were going online to buy movie tickets for Endgame than they were for Infinity War. One website that Infinity War beat Endgame on? Traffic to Marvel’s website was higher last year.

*Searches include variations from 4 weeks ending 5/11/19

Fan Favorites: Iron Man & Captain America 

Iron Man and Captain America were the top searched characters from the Avengers series, followed by Thor. Iron Man and Captain America have starred in the most Marvel movies to date and play pivotal roles in Avengers: Endgame. Last year’s top searched characters were Black Panther and the Guardians of the Galaxy, most likely due to their fate at the end of Infinity Wars.

Top Searched Avengers Characters

RankAvengers: Infinity Wars
4 weeks ending 5/12/18
Avengers: Endgame
4 weeks ending 5/11/19

Online Toy Sales Grow 2.5x

As Amazon’s toy sales continue to grow – up +20% in April year on year – Marvel’s Avengers toys saw sales rise +150% over the same period. As popularity for the Avengers franchise grows, more toy manufacturers have seized the opportunity to create products around the movies. Four of the five top toys sold on Amazon during Infinity Wars’ launch in April 2018 were action figures from Funko Pop! of characters like Groot, Captain America and Black Panther. Although Lego had two of the top selling Marvel toys in April 2019, Funko Pop! still managed to have the best-selling toy that was an Amazon exclusive.

Top Purchased Marvel Toys on Amazon

April 2018April 2019
1Funko Pop! Marvel: Dancing Groot Bobble Action FigureFunko Pop! Marvel: Avengers Endgame – War Machine (Team Suit) Amazon Exclusive
2Funko Pop! Marvel: Avengers Infinity War-
Captain America Collectible Figure, Multicolor
LEGO 6251072 Marvel Spider-Man Bike Rescue 76113 Building Kit (235 Piece), Multicolor
3Funko Pop! Marvel: Black Panther Movie – Black Panther (Styles May Vary) Collectible FigureFunko Pop! Marvel: Avengers Endgame – Iron Man
4Funko Pop! Marvel: Thor Ragnarok – Hela MaskedLEGO Marvel Super Heroes Avengers: Infinity War Thor’s Weapon Quest 76102 Building Kit (223 Piece)
5Hasbro Marvel Titan Hero Series 12-inch Captain America FigureHasbro Marvel Legends Series Infinity Gauntlet Articulated Electronic Fist

Blockbuster releases can have a positive impact on adjacent industries, like entertainment and shopping. With Disney’s last installment of the new Star Wars trilogy coming up this holiday season, toy manufacturers, entertainment sites and news agencies can leverage consumer search and clickstream activity to engage with fans.

Interested in other insights on holiday planning? Listen to our recent webinar that dives into how last season’s trends can assist in planning for 2019.

Images courtesy of Marvel Studios and Walt Disney Studios.

Want to learn more about how you can use search data to optimize media strategies? Read more here.

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