Marvel Entertainment, Inc. is enhancing its presence in the apparel category through new or expanded agreements with industry leaders. The company has entered into an extensive licensing agreement with Fruit of the Loom for the children’s underwear category.
Additionally, Marvel has finalized agreements with Crocs, Inc. and has expanded its agreement with master apparel licensee Kids Headquarters. The deals reflect Marvel’s brand-building licensing strategy to team its globally renowned character franchise with “best in class” partners.
“We are excited to commence brand new partnerships with Fruit of the Loom and Crocs and expand our relationship with Kids Headquarters to help significantly broaden Marvel’s impact in the apparel category,” said Paul Gitter, President of Consumer Products for North America, Marvel Entertainment. “Working with industry leaders Fruit of the Loom and Kids Headquarters and opening up new product categories with Crocs helps us achieve significant retail space and maximize the distribution of our licensed products in the mass market.”
Pursuant to the new multi-year licensing agreement, Fruit of the Loom will develop and manufacture children’s underwear lines based on several premier Marvel character franchises. Fruit of the Loom will initially create product lines based on the upcoming Marvel Studios feature films Iron Man and The Incredible Hulk. It has also obtained the rights to develop products inspired by a diverse range of Marvel heroes and villains including: Spider-Man, Wolverine, Captain America, Daredevil, Thor, Fantastic Four Black Panther, Blade, Doctor Octopus, Dr. Strange, Elektra, Green Goblin, Nick Fury, Punisher, Silver Surfer, Venom and Sandman.
Through a new agreement, Crocs will develop a line of their wildly popular Crocs(TM) footwear based on a range of Marvel’s popular Super Heroes, including Spider-Man, X-Men, Fantastic Four, Incredible Hulk and Captain America.
Through its recently extended multi-year license agreement, master apparel partner Kids Headquarters will expand its offerings of Marvel-branded apparel to include merchandise based on next summer’s Incredible Hulk film.
Source: Marvel Entertainment, Inc.