Disney is giving Marvel’s “Avengers: Age of Ultron” the tentpole treatment in the retail aisle, launching one of the company’s biggest licensing programs around a film.

After the first “Avengers” went on to earn more than $1.5 billion at the box office in 2012, Disney started developing strategies for the sequel. The resulting plan: “Make the big bigger,” Paul Gitter, Disney Consumer Products’ senior VP of Marvel Licensing, told Variety.

What that means is Marvel will look to reach out to a broader demographic of consumers with products tied to “Age of Ultron:” more women, and fans of individual superheroes that make up the superhero team — Iron Man, Captain America, Thor, the Hulk, Black Widow and Hawkeye — not just the assembled group.

“For the first film, we primarily focused on the ‘Avengers’ property and the group shots,” Gitter said. “Now we’re broadening the line and scope to create skews that focus on the team and the individuals characters, as well.” Products tied to Iron Man and Captain American typically sell the best, but each category will now be able to offer six to eight different products around each character, rather than one based around the team.