US: Marvel ties up with Reebok

Collection of characterised children?s footwear to launch exclusively at Foot Locker.
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Marvel and Reebok will jointly launch a range of children’s trainers featuring Marvel superheros, as the entertainment firm looks to expand its presence into new consumer goods distribution channels.

Footwear branded with the Iron Man and The Incredible Hulk will hit the Foot Locker and Kids Foot Locker shelves in spring, to coincide with the releases of both films. Retail prices will range between $45 and $65, with in-store signage and window displays supporting the introduction.

Paul Gitter, president of consumer products for North America, Marvel Entertainment, said: “We are excited to partner with Reebok and launch an amazing collection of children’s sneakers around these two major event films.

“The retail exclusive with Foot Locker and Kids Foot Locker enables Marvel to further maximise the retail exposure for these two phenomenal properties. This partnership bolsters our overall strategy to elevate the stature of our character brands, and we anticipate expanding this relationship with other franchises in the coming year.”

Matt Feiner, head of kids at Reebok, added: “Reebok is very excited to partner with such an iconic brand like Marvel. This opportunity gives us a chance to bring these all-American action heroes closer to the kids that love them by putting them on our Reebok product."

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