Marvel is moving further into the specialty and sporting goods retail channel, inking a deal with Brunswick Bowling in the US and Canada.
The firm has signed up to develop products featuring the Marvel Heroes brand, including bowling balls, bowling pins, bowling ball bags, t-shirts, jackets, shirts, shoe covers, gloves, towels and trophies.
In addition, Brunswick will launch Marvel Heroes Bowling Clubs at participating centres.
"This agreement gives Marvel unique access to this specialty retail channel, part of our continued effort to expand beyond traditional retail distribution through innovative new initiatives and partnerships," said Paul Gitter, president of consumer products for North America.
John Harbuck, managing partner for Brunswick's licensing agent Leading Edge/Strikeforce Bowling, added: "We're proud to extend our licensing agreement with Marvel through 2011.