The Super Bowl, American football’s equivalent of the FA Cup final, is not just important for the match itself – the half-time show is headline news, as are the welter of ads that debut on US television throughout the commercial heavy event. 

And this year’s was no exception – not only was the match itself (between the Kansas City Chiefs and the Philadelphia Eagles) rated as a classic, but many of the trailers that dropped during the frequent intervals gave a glimpse of some of the year’s theatrical (and licensed product) blockbusters. 

We’ve presented the most toy and licensing-friendly of the bunch on offer, from the comic book franchises through to existing brands, even ones that may not have been fully exploited, but could present opportunities, as well as one or two newer ones too. 

Interesting too to note Disney 100, the year-long celebrations of the Mouse House’s centenary, getting its own spot too. 

Here’s a guide to the highlights (we have used the full-length versions of the TV spots, where possible, to give a better glimpse of the films). 

Guardians of the Galaxy 3

The second trailer for the third outing for the gang of space travellers focuses on Rocket, a licensing friendly character if ever there was one (almost as much as his pal Groot) and reveals more about James Gunn’s final directorial outing as he also starts work overseeing DC’s forthcoming slate…

The Flash

Talking of DC and James Gunn, Warner’s DC gets back on track with The Flash, the film that has been threatened by star Ezra Miller’s somewhat erratic behaviour of late, but the trailer does look like a whole heap of fun and, what’s more, presents not only Miller’s take on the speedy superhero, but also shows plenty of Batman, as well as Superman’s old foe Zod and, wait, is that a red cape we can spot too?

Disney 100 

Not a trailer for a film per se, but hugely noteworthy nonetheless, as Disney kicks off its centenary celebrations with a bespoke spot for Disney 100. Eagle-eyed viewers will spot Halle Berry in the forthcoming Little Mermaid live action take, but it’s as much a brand-building exercise, as well as a feelgood birthday moment – all with some licensed product shots too. 

Dungeons & Dragons Honor Among Thieves 

The fantasy game is moving to the big screen just before Easter and Paramount went big for a further look at some of the film’s highlights… Not much early word on this, but given Paramount’s current winning streak, you’d be a fool to bet against it…

Transformers: Rise Of The Beasts 

The franchise that refuses to die returns once more, complete with the aid of Porsche, as the classic 911 Carrera gets an Autobot facelift as Mirage, voiced by Pete Davidson. Given its resilience as a franchise, another Transformers revival can be expected… 

Fast X

The first of two instalments which promise to be the last of the perennial favourite– although given its longevity and the fact that it has gone from cinema blockbuster to straight to video and back again, it could be harder to kill off than even Universal suspects. The near-four minute trailer was cut down for a minute for Super Bowl audiences, offering highlights of what is in the full-length version. 

Indiana Jones And The Dial Of Destiny

Harrison Ford is back, reviving one of his greatest creations and also getting a digital facelift for some elements too. Indy needs little introduction and is set for another new lease of life…