Grocery chain to stock branded lines across 10,000 stores in 24 European countries.

Man of Steel flies into LIDL

Warner Bros. Consumer Products has named fast growing grocery chain LIDL as the destination European retailer for Man of Steel.

LIDL will stock a comprehensive range of official Man of Steel licensed merchandise including apparel, accessories, toys, publishing, food and personal care products. These will appear in more than 10,000 stores across 24 European countries this summer.

Promotional activity to back the launch will include a week-long promotion in every country, launching to coincide with the cinema release of the film.

The in-store drive will be backed with print, broadcast, TV and radio spots, online and social media, billboards, in-store POS, online newsletters and Facebook competitions.

The promotion will also be posted in advance on the LIDL website and Facebook page, as well as via 175 million promotional flyers highlighting the products and activity.

"We are delighted to unveil LIDL as our destination European retail partner for Man of Steel," said Pilar Zulueta, EVP and general manager, WBCP EMEA. "They are a driving force in European retail and have engendered consumer loyalty through offering top quality products at the lowest possible prices.

"By maximising the profile of thousands of LIDL stores in more than 24 countries across Europe, LIDL will help to underpin the position of the Superman brand as a powerful force and an icon of popular culture."

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