Fandango, the digital movie ticket seller, has announced it is launching a new merchandise store called FanShop.

With the online store set to open in April, its initial stock will feature gear from the films such as ‘Guardians of the Galaxy Vol. 2’ and ‘Wonder Woman’.

Fans will soon be able to purchase their movie tickets and merchandise in the same transaction on Fandango, and buy merchandise with Digital HD movies on FandangoNOW, the company’s video on-demand service.  The digital cinema ticket seller also plans to offer movie ticket and merchandise bundles as special promotions, gifts with purchase, and other events. Some of the movie ticket bundles will also include promotional codes for merchandise on FanShop.

“At Fandango, we are building a digital ecosystem dedicated to super-serving movie fans with all of their needs throughout a film’s life cycle,” said Fandango president Paul Yanover.

“With Fandango FanShop, we will immerse and activate fans at home and on mobile devices with new merchandise, experiences and related content they’ll want to share, beginning at the first trailer drop, building excitement for theatrical, and then extending through the home entertainment release.”

The NBC Universal-owned company will curate select products and experiences that are handpicked by studios, filmmakers and fans. FanShop will also feature dedicated hubs for its different franchises in the coming months.

The company said it plans to promote the new store across its digital network, and will connect consumers directly to the store to peruse and purchase merchandise.

Fandango saw an increase of ticketing sales of more than 30 per cent in 2016 year-on-year, and is already up 28 per cent to date in the first quarter of 2017. It has also begun integrating its ticketing with technology and social platforms such as Messages for iOS 10, Facebook and others.

The company has also expanded internationally in Latin America.  In December 2015, Fandango acquired Brazil’s online ticketer, Ingresso.com, and in December 2016 acquired Peruvian-based Cinepapaya, renamed Fandango Latin America (Fandango.lat), expanding its online ticketing business to Mexico, Argentina, Colombia, Peru, Chile, Ecuador and Bolivia.

“There is a pretty broad movie experience life cycle that audiences engage in,” Yanover said. “People have relationships with movies and it’s a really rich and complex relationship.”