Warner Bros Consumer Products is celebrating 75 years of Batman with a plethora of new licensing partnerships across the EMEA region.
Russia's biggest apparel retailer, TVOE, has teamed with the Institute of Business and Design to encourage fashion design students to enter a competition to design a range of Batman apparel inspired by the 75th anniversary logo styles.
The lucky winners will see their own designs hit shelves across the region.
Elsewhere in Central and Eastern Europe,a direct-to-retail deal with Pasabahçe in Turkey will also celebrate the 75th anniversary.
Meanwhile, the UK will see Rubie's and LEGO support a six date retail tour across Smyths Toy Stores. The tour will include Batman 75th anniversary-themed photo opportunities for children and adults alike.
In Italy, apparel categories enjoy particular success and Original Marines has supported its special Batman lines with stylised shop windows and special edition pins, free with a purchase and available as competition prizes online.
Amazon Italy has featured a dedicated cross-category page offering Batman games, toys and home entertainment products, while online retailer IBS boasts a Batman 75th anniversary shop, and the comic licensee RW Edizioni will implement a Batman 75th anniversary cross-category area in comic shops this autumn.
In Germany,fans are now offered the chance to smell like the caped crusader, as the Luxess Group introduces a fragrance line inspired by the hero.
“Batman Begins – The New Dark Fragrance for Men” is a product line aimed at adult fans. The eau de toilette, which was launched in Müller stores, comes in a bat motif shaped bottle and is now available widely at retail, accompanied by a range of additional personal care products.
The Super Hero trend is continuing with momentum across the region as H&M’s global deal for DC Comics Super Heroes continues to build and, in the UK, Primark is enjoying huge success with its DC Comics range of t-shirts.
Pilar Zulueta, executive vice president and general manager, Warner Bros. Consumer Products EMEA, said: “The Batman brand can be described as a true entertainment powerhouse. It continues to attract fans of all ages, buoyed by the trend for nostalgia and for Super Heroes, and supported and inspired by the fantastic slate of new content coming from DC Entertainment and Warner Bros.
"It has been a tremendous 75th year so far, with partners using the anniversary to create exciting new products. Our plans for the franchise will sustain their business and continue to delight fans far, far into the future.”