Madame Tussauds in London, UK, and Marvel Entertainment joined forces this year for a new exhibition, Marvel Super Heroes 4D.

This uses 4D with interactive themed areas and waxwork models to allow visitors to feel as though they've had a close-up encounter with superheroes - they can even walk on the ceiling with Spider-Man and step onto Iron Man's chest shield.

Spanning 9,000sq ft (900sq m) over three floors, the climax is Threshold Animation Studio's 4D film, shown in a 4D dome theatre produced and installed by Kraftwerk, which unites a crack team of superheroes against one of Marvel's most villainous baddies.

"The marriage of action-packed 4D animation, atmospheric sets and Madame Tussauds waxwork figures will give fans a totally different way to interact with their favourite Marvel heroes. We know it will be a huge hit with our guests," said general manager of Madame Tussauds London, Edward Fuller.

This marks the start of a five-year deal between the two entertainment giants and a significant, forward-thinking investment by Madame Tussauds, which will allow the experience to evolve over time, adding new elements and additional figures.