The Marketing Store is to work directly with retailers for the launch of a new line of collectable toys featuring Marvel characters.

Marvel Super Heroes Squirters is a range of water squirters to be sold as pocket money items. The 12-strong line will include characters from forthcoming films Iron Man and The Incredible Hulk, as well as from recent blockbusters such as Spider-man 3 and Fantastic Four: Rise of the Silver Surfer.

The Marketing Store is one of the world's biggest toy manufacturers, producing over one billion promotional toys for clients including Nestle and McDonalds. However, this is the first time it has taken its product capabilities directly to the retail arena.

"It's a natural progression for a company that develops so many quality toys as The Marketing Store to go into the retail arena," said the firm's account director Robert Pursey. "We work closely with leading character licensing companies and have a long-standing relationship with Marvel, and our design and engineering team were enthusiastic about seeing where it could go."

The toys will initially be available in the UK, Ireland and Spain this summer via retailers such as Tesco and Woolworths.

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