Marvel Dresses Up Its Apparel Presence

Everlight Trade Co.,Ltd / 2008-10-26

June 17, 2009 - Source: Nielsen Business Media

By Dawn Wilensky

Marvel Entertainment, Inc., reinforced its "best in class" strategy by renewing its multi-year licensing agreement with Fruit of the Loom and Mad Engine for children’s underwear and tops, respectively, while expanding its agreements with Freeze and Mighty Fine for T-shirts. The strategy allows Marvel and its licensees to more effectively manage the overall brand at retail.

Celebrating its 70th anniversary this year, Marvel Entertainment will partner with Fruit of the Loom on underwear lines for all character franchises including upcoming Marvel Studios feature films "Iron Man 2," The First Avenger: Captain America," "Thor" and "The Avengers." Mad Engine is on board for T-shirts and hoodies for all Marvel Universe character properties and "Iron Man 2" and "Thor" films in all channels of distribution.

Freeze and Mighty Fine will broaden their mix to include men and boys' tees for the first time. Freeze's collection will include all pertinent character properties — including Marvel Studios’ upcoming slate of feature films — for all tiers of distribution. Freeze will also continue to develop and manufacture fashion tops for women inspired by Marvel Comics/Retro and Marvel Extreme for mass market and mid-tier distribution. 

The agreement with Mighty Fine will now include men’s merchandise for adult-driven classic programs for distribution at mid-tier, department and specialty stores. Mighty Fine also will continue to develop and manufacture fashion tops for women inspired by Marvel Comics/Retro and Marvel Extreme Marvel Comics/Retro and Extreme for distribution at mid-tier, department and specialty stores.