Warner to 'ignite retail' with Batman v Superman: Dawn of Justice merch programme

Robert Hutchins

By Robert Hutchins

March 15th 2016 at 10:14AM
Warner to 'ignite retail' with Batman v Superman: Dawn of Justice merch programme

A robust line-up of partners have come on board to support the launch of the blockbuster movie that hits cinemas on March 25th.

Warner Bros. Consumer Products is looking to ignite retail with details of the official licensed merch programme for Batman v Superman: Dawn of Justice.

Across the UK and Ireland, a robust line-up of partners have come on board to support the launch of the blockbuster movie that hits cinemas on March 25th and sees DC Comics most iconic heroes come together.

In the UK, Batman v Superman: Dawn of Justice will strengthen DC Comics’ grip on the fashion sector with Aykroyds Blues and Cooneen launching boys’ nightwear collections.

Meanwhile, Primark is on board to deliver direct to retail t-shirts and ladies nightwear, while George at Asda will launch men’s t-shirts and boys’ pyjamas.

In the toy sector, MV Sports will deliver a range of bikes, scooters and skateboards featuring Batman v Superman imagery, while Centum Books promises to have the publishing sector covered with new titles.

Special gift licensees GB Eye and Pyramid are launching ranges that include mugs and posters while Sambro has developed a diverse product offering that spans pocket money toys, arts and crafts, games, bags and accessories.

Lunch bags and water bottles will arrive courtesy of Spearmark, a specialist in the homewear category, while Corsair has personal care and toiletry down.

Both Batman and Superman will be leaving their mark on the grocery sector as Finsbury Foods prepares to deliver Dawn of Justice inspired celebration cakes.

‘By working with the best licensees that the UK and Ireland has to offer, Warner Bros. Consumer Products UK and Ireland has created a licensing programme that recognises the broad consumer appeal of the film and compliments the global licensing programming which is led by master toy licensee Mattel, along with global partners The LEGO Group and Rubie’s Costume Co,’ read a statement from the firm.

Directed by Zack Snyder – the name behind Man of Steel – Batman v Superman: Dawn of Justice stars Ben Affleck as the caped crusader as he takes on Henry Cavill’s Superman.

The film hits cinemas at the end of this month.