In Season 1 Episode 10 of Marvel's Agents of S.H.I.E.L.D., Mike Peterson mentions to Skye that he bought his son "Heroes of New York" action figures for his birthday.

Skye: Is that Ace? What a cutie. He must be so proud of you, his dad working for S.H.I.E.L.D... Which he can't know with everything being classified.

Mike: That's all right. He knows I'm working. Called him on his birthday and gave him all the "Heroes of New York" action figures.

In the first trailer for Spider-Man: Homecoming, we can see a group of bank robbers wearing a set of Avengers masks to hide their identity.

Seeing this made me curious how merchandising works in the Marvel Cinematic Universe.

Can you walk into a store like Hot Topic or Walmart to buy an Incredible Hulk action figure? Did someone need to convince Bruce Banner to license his green counterpart's likeness? Do superheroes own the merchandising rights to their own likenesses?

Is it ever explained how merchandising for the Avengers works in the Marvel Cinematic Universe? Is there an in-universe corporation like Marvel or Disney that handles licensing deals or manufacturing?