Marvel Entertainment is partnering with Kimberly-Clark and the GoodNites Underwear brand for a new Spider-man collection.
GoodNites Underwear for boys will feature graphics of the web-slinger for a limited time from this month. The deal marks the first use of licensed characters by the brand.
"We are thrilled to partner with Marvel to licence their iconic characters for GoodNites Underwear," said Dave Caputo, senior brand manager.
The range will be supported with an integrated marketing programme including online advertising, social media and mobile apps.
Paul Gitter, SVP, Marvel Licensing, added: "We are continuing to look for unique opportunities to extend our characters into new categories. The childcare category is a growing sector for Marvel and we are excited to be partnering with a category leader like Kimberly-Clark and the GoodNites brand."