In a USA Today article talking about this week's Licensing 2005 International trade show, it talks about Warner Bros.' plan for Superman Returns:
The studio hopes to make the famous "S" shield ubiquitous, appearing on everything from pajamas to cashmere sweaters. Mattel's toy line will encourage kids to identify with the Man of Steel. For example, a Superman costume will inflate to mimic his muscles.
"We bring retailers in very early to make these projects into events at the retail level," says Warner Bros. Consumer Products' Brad Globe. "The movie's the launching pad. Then we focus on all the things we can continue to do," including a Superman animated TV series.
You can read the full article at the link above.
Source: USA Today
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