The Avengers: Age of Ultron is the second instalment of the super hero blockbuster franchise. There are lots of related merchandise being released almost at the same time.
To deviate from the movie's action sci-fi style graphics used by most other merchandise's packaging, the design concept is using the colour theme originated from classic Marvel comics. This series stands out from other Avengers merchandise and also extends the targeted group to Marvel comic fans. Emphasis on the "A" icon of the Avengers series keeps the design in line with the movie and creates the template for this series.