Warner Bros Consumer Products is teaming up with fashion retailer French Connection for a new Batman t-shirt range for men.
The first line is inspired by the hugely anticipated The Dark Knight Rises, and will hit stores to coincide with the release of the film on Friday July 20th.
As well as The Dark Knight Rises, the collection will also use artwork from DC Originals and DC Batman.
French Connection will be supporting the launch with significant above the line marketing. This will include a window installation at its Regent Street store featuring the original The Dark Knight Rises Batman, Catwoman and Bane costumes (July 16th and 17th only), a 3D screen projecting the film trailer with promotional messaging and the t-shirt collection.
It is also running an in-store promotion in 67 UK stores until July 29th, where customers can enter a competition to win a pair of tickets to the European premiere of the film in London.
Additionally, the 67 specially selected stores will feature A6 show cards, while window vinyls will be a key feature in 27 retail outlets nationwide. The in-store activity will be supported by online and social media drives.
"French Connection has been a familiar feature of High Streets for decades and it has managed to stay hot and retain its cool credentials," said Paul Bufton, general manager of WBCP UK. "By continually refocusing its designs, positioning and marketing and by tapping into popular culture trends, the retailer has maintained its appeal to modern, non-conformists consumers seeking out premium fashions.
"We're delighted to be partnering with French Connection on Batman and we look forward to developing a long-term relationship that reaches far beyond the release of The Dark Knight Rises."
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