Disney held a private event at the 2013 Licensing Expo bringing Star Wars, Darth Vader and Stormtroopers along with them.
Disney Consumer Products President, Bob Chapek, and Lucasfilm Executive Vice President Howard Roffman, gave an update on Disney's products with mention that new merchandising content will kick off in September with Star Wars, Marvel’s Avengers and Spider-Man.
It's noted that both Star Wars and Marvel's Avengers are ways Disney can target boys.
Regarding Spider-Man, of which Disney owns the merchandising rights while Sony retains the film rights, it was noted that the movies are "a key part of a consistent web of Spider-Man focused content support for the next few years."
J.J. Abrams' Star Wars: Episode VII and the new animated show, Star Wars Rebels, was mentioned as ways to target boys as well as the upcoming slate of Marvel Studios superhero films which includes The Avengers 2, Thor: The Dark World, Captain America: Winter Soldier, the Guardians of the Galaxy as well as the Disney XD shows Avengers Assemble and Hulk and the Agents of S.M.A.S.H.