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.** [![Ace playing with Avengers action figures][1]][1] In the [first trailer for Spider-Man: Homecoming][2], we can see a group of bank robbers wearing a set of Avengers masks to hide their identity. [![Bank robbers wearing Avengers masks][3]][3] Seeing this made me curious how merchandising works in the Marvel Cinematic Universe. Can you walk into a store like [Hot Topic][4] or [Walmart][5] to buy an Incredible Hulk action figure? Would Banner even agree to have action figures made for his green counterpart? Do the heroes own the 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 and manufacturing?** [1]: https://i.sstatic.net/FpsSw.png [2]: https://www.youtube.com/watch?v=n9DwoQ7HWvI [3]: https://i.sstatic.net/mDEEG.jpg [4]: http://www.hottopic.com/pop-culture/shop-by-license/avengers/ [5]: https://www.walmart.com/cp/avengers/1229464