Wouldn't a Tony Stark cologne smell like some combination of Robert Downey Jr., wads of cash and a soldering iron? Fans can find out as Only The Brave: Iron Man Limited Edition debuts this month in department stores and boutiques via a deal between Marvel Entertainment and Diesel. The partners are supporting the licensed product launch with a dedicated website, downloadable video games and online contests. Packaging will probably stand out in the sedate fragrance aisle—it's a bright-red clenched fist, made to look like Stark's costumed, crime-fighting alter ego. (Diesel says it smells like "lemon blossom, mandarin and coriander leaves, a heart of labdanum, black rose and lavender, with a dry down of amber, tolu wood and ebony wood." Um, yeah.) The cologne is just one of a cavalcade of product tie-ins with Iron Man 2, opening May 7, expected to be a box-office monster on the scale of The Dark Knight. Audi, which has five cars placed in the action flick, recently launched its Iron Man 2 R8 Spyder sports-car commercial, and Burger King rolls out its Whiplash Whopper in a few days. Those join the Invincible Orange Slurpee already available at 7-Eleven, themed Dr Pepper cans and the Stark Motor Racing Team from promo partner Royal Purple motor oil. Stark may be the thinking man's superhero, but his franchise is turning out to be the marketing maven's holy grail.
—Posted by T.L. Stanley