Marvel Entertainment has partnered with clothing chain Old Navy for a back to school promotion across its US and Canadian stores this month.
The exclusive 70th anniversary promotion expands on the duo's existing partnership; Old Navy launched a collection of t-shirts for boys and toddlers in the spring.
The new deal will include a range of merchandise such as t-shirts, hoodies, outerwear and other back to school items. Graphic designs have been created exclusively for Old Navy and feature characters including Spider-Man, The Incredible Hulk, Iron Man and the X-Men.
In addition, Old Navy is offering a complimentary Limited Edition Amazing Fantasy Number 15 comic book reprint, featuring the first appearance of Spider-Man, with the purchase of a Marvel Collectabilitee t-shirt.
Old Navy will support the promotion with a comprehensive marketing initiative, including in-store point of purchase marketing, in-store merchandise vignettes, circular and TV support, as well as in-store events in select markets.
"We are excited to continue our successful relationship with Old Navy and celebrate Marvel's 70th anniversary with a leading retail brand," said Paul Gitter, president of consumer products for North America at Marvel.