BrandWeekhas posted a story about Marvel Entertainment signing licenses for Iron Man and The Incredible Hulk merchandise, in anticipating of the upcoming films:

MARVEL Entertainment is looking ahead to summer '08 with licensing programs for Iron Man and The Incredible Hulk, the first two movies from its new self-financed and self-produced film slate. RELATED: Incredible Hulk Star Lou Ferrigno Throws Jab at CGI Superheroes

Partners include Hasbro and Hallmark.

Iron Man and The Incredible Hulk licensees include Hasbro (master toy licensee), Hallmark (social expressions and party goods), Kids Headquarters (boys & girls apparel), Jay Franco (domestics), Mad Engine (T-shirts), Fruit of the Loom (underwear), Disguise (costumes), BBC (footwear), Berkshire (headwear and cold weather), Mega Bloks (construction toys) and Jakks Pacific (plug & play games), AME (sleepwear), Sideshow (collectibles), FAB (back-to-school & arts and crafts) and MGA (die-cast vehicles). Marvel is looking to add partners in other key licensing categories, such as food & beverages, consumer electronics and publishing. Licensees were given a directive to incorporate innovation into their products and urged to view their creations as components of a collection, not one-off items. Transformation also is a key element of both properties.

The Paramount-distributed, Jon Favreau-directed Iron Man (May 2, 2008) stars Robert Downey Jr. (as Tony Stark/Iron Man), Terrence Howard and Gwyneth Paltrow. The Incredible Hulk (June 13, 2008) will be distributed by Universal, but is not a sequel to the studio's Hulk (2003).