Marvel joins forces with NYC & Company - Licensing.biz

Marvel joins forces with NYC & Company

Co-branded merchandise drive to launch featuring likes of Spider-man, Thor and Hulk.
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Marvel Entertainment is joining forces with the official marketing, tourism and partnership body for New York City for a co-branded merchandise push.

The collaboration will bring together Marvel's Super Heroes with NYC's real-life heroes and iconic agencies. For example, characters including Spider-man, Captain America, Thor and Hulk will appear alongside the NYPD, FDNY, New York City Taxi and Limousine Commission and Department of Sanitation.

An apparel and accessories line is already already in Toy R Us Times Square, with a portion of the proceeds to benefit NYC and its charitable foundations. T-shirts from JEM, hats and bags from Bioworld and accessories by Silver Buffalo are available.

"We are always looking to expand in unique and creative ways and feel our partnership with NYC & Company enables both of our brands to reach new audiences," said Paul Gitter, president of consumer products, North America, Marvel. "New York City serves as home to many of the Super Heroes in the Marvel Universe, so it's only natural to team up these characters known for protecting the city from evil villains with the real men and women that keep this great city operating safely."

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