Marvel Entertainment is looking to further expand its presence in the arts and activity category, signing a new deal with Elmer's Products.
The firm's kids division - GiddyUp - has been awarded the rights to produce and market a wide range of arts and activity products based on several Marvel characters and brands. These will include Super Hero Squad, Spider-man and Marvel Studios' Iron Man 2 and Thor feature films.
"The arts and activity category is an important channel to reach a younger audience, inspiring curiosity and imagination," said Paul Gitter, president of consumer products for North America at Marvel Entertainment.
"This strategic agreement with Elmer's greatly enhances Marvel's presence in the sector."