Though it might upset Tony Stark, 'Man of Steel' could end up being the major blockbuster of 2013, and it's already making money before it's out.
According to figures from the Hollywood Reporter, the Superman reboot has already made $170 million (£109 million) in commercial deals and endorsements.
Considering its production budget of a reported $225 million (£144 million), it sounds like Zach Snyder's film is going to be quite the payday for Warner Bros once it's released next week.
Among the brands wanting a slice of Supes are the likes of Wal-Mart, Gillette, Kellogg's, Chrysler, Nokia, Hershey's, Converse and famed US department store Sears.
And that's without the toy manufacturers buying in rights, which so far include Mattel, Fisher Price and Lego.
In all, it's said to have 100 merchandising partners.
Animated film 'The Lorax' was the previous title winner, with 70 companies paying out for rights.
Meanwhile, the figure already hauled in by 'Man of Steel' beats that of 'The Dark Knight Rises', which made $150 million (£96 million) in third party deals.
However, 'Man of Steel' is expected to extend its commercial lead still, with more 'international partners' soon to be coming on board.
It's thought that the film's more wholesome take on its subject matter has been more appealing to major brands than Christopher Nolan's darker world of Batman.
And such is the popularity of the character, the production has even snared the US National Guard to help in promoting it.
The film is released in the UK on 14 June.