It's conquered pretty much every other consumer products category, and now Marvel Entertainment is turning its hand to the pet sector.
The firm has teamed up with US retailer PetSmart and manufacturer Fetch...for cool pets for a collection of Super Hero inspired pet toys, apparel and accessories.
Marvel-themed pet products for dogs will form the initial launch - including toys and apparel - with this being followed by a collection of aquatic products.
PetSmart, Marvel and Fetch...for cool pets will support the lines with a high profile marketing campaign, including in-store signage, online promotions and a sweepstakes for PetSmart Facebook fan.
"Marvel Super Heroes are a family affair and therefore should include the family pet," said Jamie Kampel, director of licensing at Marvel Entertainment. "As we continue to look to expand the presence of the Marvel brand to new product and retail venues, the pet category is a natural extension."