Man of Steel gondola ends in 254 stores; major promo covers toys, apparel and homewares.

Asda teams with WBCP for ‘Summer of Superman’

Warner Bros. Consumer Products has unveiled details of its major retail partnership with Asda, which will see the grocer celebrate a ‘Summer of Superman’.

The UK’s second biggest supermarket is home to the UK’s biggest and most comprehensive Man of Steel retail promotion.

A dedicated MOS gondola end is featured in 254 stores nationwide, remaining in place until July 4th. The cross category promotion includes apparel, toys from Mattel and LEGO, a 31-inch figure from Jakks Pacific, dress-up from Rubie’s and homewares from Spearmark, among other key products.

"Asda perfectly reflects the mass appeal of the Superman brand which crosses genders, generations and demographics," said Paul Bufton, general manager, Warner Bros. Consumer Products UK. "The gondola end will showcase the power of the consumer products programme and is sure to be a hit amongst Asda shoppers of all ages."

Superman’s presence at Asda will extend beyond the Man of Steel promotional window. The DC Comics super hero will also feature as part of the Kids Character Event and Asda’s Back to School Event which launches in July.

Raj Varma, buying manager at Asda, commented: "We’re celebrating a summer of Superman at Asda. Although the release of Man of Steel gives us a reason to celebrate the brand, its heritage goes before it and Superman is such a perennial favourite with our customers that it remains as part of our product offering year-long."

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