DALLAS--(BUSINESS WIRE)--7-Eleven, Inc. has hulked up its stores – from green-colored Slurpee® drinks and Super Hero sandwiches to a renamed Incredible Gulp fountain drink and a new edition of THE INCREDIBLE HULK comic book, created by Marvel Comics and available exclusively at 7-Eleven® stores. Not only is an incredible amount of Hulk merchandise appearing in participating stores across the country, but observant movie-goers just might catch a glimpse of a 7-Eleven storefront in the film.

It’s all part of the buzz-build for the June 13th release of Universal Studios and Marvel Studios’ “THE INCREDIBLE HULK,” starring Edward Norton, Liv Tyler, Tim Roth and William Hurt. The action-thriller is directed by Louis Leterrier.

“The Incredible Hulk is one of Marvel Comics’ all-time favorite Super Heroes,” said Jay Wilkins, 7-Eleven brand manager for Slurpee and fountain drinks. “With our collectible cups and straws, online contests and in-store promotions, 7-Eleven has become a Super Hero store for young fans of the genre.”

7-Eleven has expanded the lineup of THE INCREDIBLE HULK-themed items at participating stores this month, well beyond cups and straws, with almost every aisle going a little green.

Radiation Rush Slurpee Drinks – New Slurpee flavors are at the heart of 7-Eleven promotions, and 2008 is stacking up to be the biggest Slurpee summer ever. The featured flavor for June is Radiation Rush, a bright green-colored frozen drink flavored like a tropical fruit smoothie made with strawberries, pineapple, lime and a twist of guarana.

No Slurpee promotion is complete without cool cups, and this one is no different. Three 3-D cups featuring morphing images of THE INCREDIBLE HULK characters – the Hulk and his oversized foe, The Abomination - can be coupled with straws featuring removable figurines of the same, which can stand on their own. Since 7-Eleven introduced special straws with magnetic characters as part of “The Simpsons” movie last summer, collectible straws have become popular with its younger customers.

A Super Hero Sandwich, Incredible Gulp and Hulk It Up Meal Deal

7-Eleven has created a colossal half-pound turkey and cheese submarine sandwich – the Hulk Hero. Paired with a 32-ounced Incredible Gulp fountain drink – the temporarily renamed Big Gulp® - it becomes the Hulk It Up meal deal, value priced at $3.99.

Fresh-Baked Mug

Glaring back from the bakery case are two fresh-baked daily-delivered items – a giant sugar cookie and a green cream-filled donut – sure to be popular with kids and their parents. Both feature the Hulk’s glowering green image. While 7-Eleven has previously offered character cookies and sports-team logos on both cookies and donuts, this is the first donut available nationally with a superimposed image of a popular character.

Special Edition Hulk Comics and Collectibles

In anticipation of the film’s release, Marvel Comics created a special 28-page THE INCREDIBLE HULK comic book just for 7-Eleven. The plastic-wrapped special edition features an interview with comic artist genius and Hulk creator Stan Lee, pull-out mini-posters and more. This one-of-a-kind THE INCREDIBLE HULK comic book retails for $4.99. Other collectibles sure to appeal to fans include bobble-heads, toys, temporary tattoos, stickers and wristbands.

Saving a Little Green on the Game

7-Eleven has partnered with GameStop in a two-way deal that will save customers money, both coming and going. When customers purchase a Radiation Rush frozen drink at the Slurpee machine or an Incredible Gulp, they can pick up coupons redeemable at participating GameStop stores for a $5 discount off Sega’s new THE INCREDIBLE HULK videogame, also due out this month. Even better, when that $5 coupon is redeemed at GameStop, the customer will receive an offer for a $5 7-Eleven gift card to return and buy even more THE INCREDIBLE HULK merchandise, drinks or eats.

A Hulking Presence

Lurking around the Slurpee and Incredible Gulp machines is a 6-foot likeness of the giant. These standee store displays have become popular in their own right, and 7-Eleven has donated previous mega-characters to children’s hospitals and fund-raising auctions.

Snack Attack

7-Eleven also carries this month Pringles chips with THE INCREDIBLE HULK’s likeness and special editions of AirHeads candy and six-packs of Coca-Cola.

“Super Hero merchandise is highly collectible, and customers, especially young fans, love the fun and novelty of the movie merchandise created for 7-Eleven,” Wilkins said. “The Slurpee cups, spoon-straw figures and comic book offer affordable keepsakes of their favorite movies and characters.”

This isn’t 7-Eleven’s first go-round with Marvel Comics and its stable of iconic Super Hero movie stars. Other characters that have appeared on Slurpee cups and in-store promotions include, most recently, the title character from the recently released mega-hit “Iron Man.” Additionally, Spider-Man, X-Men, the Fantastic Four and the Silver Surfer have been featured. Marvel Super Hero movies have generated more than $4 billion in box-office revenue.

This is the convenience store chain’s second go-round with the green giant. 7-Eleven partnered with Marvel and Universal on the “Hulk” movie in 2003. Merchandise sales for “Hulk” totaled almost $1 billion.

This summer’s THE INCREDIBLE HULK, the much-anticipated action-thriller that tells the tale of scientist Bruce Banner and his hulking alter-ego, promises an all-new, explosive and action-packed epic of one of the most popular Super Heroes of all time.