MUMBAI: China’s third-party B2C platform for brands and retailers Tmall.com, which is a part of the Alibaba Group, has teamed up with The Walt Disney Company as the first exclusive distributor of their Marvel Studio’s 2015 film Avengers: Age of Ultron merchandise.

This is the first time Alibaba Group has opened up its resources in connecting brands and filmmakers to establish a convenient model in developing a movie-related merchandise market made available online for movie fans.

By leveraging Alibaba Group’s strong foundation of merchants and user base, Tmall.com partners with Taobao ticketing platform to collaborate with more than 40 premium brands including Audi, Lego, Ecovacs, Hasbro, Li Ning, etc., to bring a selection of genuine Avengers: Age of Ultron merchandise to Chinese consumers as the movie opens yesterday in cinemas across China. These superhero themed merchandise are available on Disney’s flagship store on Tmall.com.

“We are pleased to be working with Disney and brands on Tmall to bring genuine movie merchandise to our online consumers. This marks another effort into further enhancing the collaboration between the participants within our platforms and to also fully utilize the resources we have across Alibaba,” said Tmall.com director of co-marketing Sherry Lang.

For the first time, Alibaba Group worked with Taobao ticketing platform and Tmall.com to establish a convenient connection between filmmakers and authorized intellectual property merchants on the website.

Avengers: Age of Ultron sequel topped US box office for the second weekend in a row with an estimated $77.2 million according to Rentrak as of 10 May, 2015. The movie opened in theatres in China yesterday.

Merchandise ranging from superhero themed t-shirts, gold pendants, cleaning robots, and special designed cars are available on Tmall.com.