Think the LEGO franchise is just for kids? Warner Bros is spending more money than ever before on LEGO Marvel and are targeting older gamers.
The game has already featured ahead of the TV show Marvel Agents of S.H.I.E.L.D, which targets the 16 to 34-year-old male audience.
It has also been pushing the game over social media and has delivered over 2m pre-rolls on video on demand services such as You Tube.
Warner Bros launches biggest LEGO campaign for Marvel
Traveller's Tales latest will also appear in national press advertising.
Of course Warner is not forgetting its core kid audience, with coverage in the kids press, including front covers and competitions.
LEGO Marvel Super Heroes isour biggest LEGO video game launch to date with continuous above-the-line and experiential support throughout the campaign,” said Warner Interactive's UK sales and marketing director Spencer Crossley.
This game not only appeals to our traditional kids audience, but also reaches a broader and older generation of Marvel superfans. We've seen a considerable broadening in the demographic of the market for LEGO video games since the huge success of LEGO Batman 2 and LEGO The Lord of the Rings and with the wider and deeper appeal of the LEGO Marvel licence, we're looking forward to appealing to a much bigger market."