Marvel has partnered with Disney Consumer Products to kick off "Marvel Super Hero September," an ambitious national marketing campaign showcasing the company's characters -- and its brand. Marvelkids.com is being relaunched as part of the effort.

Timed to coincide with Marvel's 75th anniversary celebration, the initiative encourages the public to “Power Up Like a Marvel Super Hero," while spotlighting some of the properties that aren't heating up the box office at the moment. It's the first of what's envisioned as an annual event.

“Marvel Super Hero September is giving us the opportunity to assemble some of the very best of our licensees and retailers to showcase the power and reach of the Marvel brand,” Josh Silverman of Disney Consumer Products said in a statement. “This stands as one of the largest non-film campaigns in Marvel history and we’re looking forward to seeing how kids, fans, parents, and adults will celebrate their passion for Marvel.”

The inaugural program includes in-store events and special offers at Walmart, Target, Kmart, Payless, Party City, Amazon and the Disney Store, merchandise programs and promotional efforts by Hasbro, Hallmark, Jay Franco, Wonderforge, Thermos and Pirate’s Booty, and print and online advertising.

In addition, "Marvel Super Hero September" will be part of the broadcast campaign for the launch of Ultimate Spider-Man Web-Warriors and the Season 2 premiere of Avengers Assemble, both on Disney XD.

MarvelSuperHeroSeptember.com will serve has a hub for the initiative, housing all of its content and activities.