Marvel bolsters presence in apparel arena

Samantha Loveday

By Samantha Loveday

June 12th 2009 at 9:51AM
Marvel bolsters presence in apparel arena

Firm renews agreements with Fruit of the Loom, Freeze, Mad Engine and Mighty Fine.

Marvel Entertainment has given itself a boost in the apparel category, renewing and expanding a number of its existing deals.

The firm has renewed an extensive licensing agreement with Fruit of the Loom for the children's underwear category and Mad Engine for tops, while it has expanded its deals with Freeze and Mighty Fine for t-shirts.

"Consolidating key licensing categories with industry leaders helps us achieve significant retail space and maximise the distribution of our licensed products across all channels, while allowing our partners to fully leverage the Marvel brand at retail," said Paul Gitter, president of consumer products for North America at Marvel.

"We are excited to expand our relationships with Fruit of the Loom, Mighty Fine, Freeze and Mad Engine to help broaden Marvel's impact in the apparel category among all demographics."

Under its deal, Fruit of the Loom will develop and manufacture children's underwear lines based on all Marvel's character franchises including product lines based on the upcoming films Iron Man 2, The First Avenger: Captain America, Thor and The Avengers.

Meanwhile, Mad Engine will roll out t-shirts and hoodies, while Freeze and Mighty Fine will develop product for the female, male and boys' categories.