Marvel will return to a story across both Earth and space with this summer's Thor: Love and Thunder, the fourth solo outing for Chris Hemsworth's God of Thunder. While the leading heroes are sure to venture out to uncharted territories across the galaxy, especially with the Guardians of said galaxy in tow, part of the story will come down to Earth with New Asgard.
When fans last saw the former King of Asgard, he had left Earth with the Guardians after Avengers: Endgame in search of new challenges with the Mad Titan Thanos in his rearview mirror. This included bestowing the title of King of New Asgard upon Tessa Thompson's Valkyrie in one of Endgame's final scenes, part of her evolution into her expanded role in this year's solo sequel.
New Asgard will see much more screen time in Thor 4 than it did in Endgame, even including a new theatrical production featuring Melissa McCarthy as Hela from 2017's Thor: Ragnarok. Other details about its growth and place in the world are a mystery, although a new piece of promotional material indicates just how far the area will go into tourist attraction territory.
Thor 4 Merch Shows New Asgard's Place on Earth
Entertainment Earth listed an officially licensed Thor: Love and Thunder ceramic mug featuring in-universe ads for New Asgard. Leaning into Viking and Norse imagery, this mug shares just a few things that the MCU's New Asgard has to offer as a tourist attraction to its Earthly visitors.
The images include a large postcard alongside advertisements for "New Asgard Hammers" (including two shots of Mjolnir) and "New Asgard Tours" (with shots of Thor's goats, Toothgnasher and Toothgrinder, from the comics).
The mug, which can be seen below, will be available this May ahead of Thor 4's release.
New Asgard Ingratiates Itself with Earth's People
At the start of Avengers: Endgame, New Asgard largely formed out of a sheer need for survival after half of Thor's people died at Thanos' hands in Avengers: Infinity War. Now, while it still serves as a place for Asgard to live and rebuild its legacy, the Asgardians seem to be leaning into the idea of New Asgard being something else for the people of Earth.
Set photos from 2021 revealed that at least part of New Asgard would be utilized as a tourist attraction, which included theme-park style attractions alongside housing for the area's locals. While it's a mystery if these mugs will actually appear on-screen, they indicate just how far New Asgard is moving toward ingratiating itself in this way with its new neighbors on Earth.
With the enormous scale that Thor 4 is using, this mug should only be the start of what fans should expect to see in Norway's growing landmark as it returns to prominence in the MCU. How long the movie will spend in New Asgard is unknown, but at the very least, this mug being available for fans should serve as an enjoyable piece of real-world memorabilia available for purchase.
Thor: Love and Thunder will debut in theaters on July 8.
