Marvel Entertainment has embarked on a new mission to “make hydration cool” with a swathe of new collaborations in the drinkware category.
New products will include popular characters from its line-up of Super Heroes, including The Avengers and Spider-Man franchises, along with Marvel’s newest team of heroes, Marvel’s Guardians of the Galaxy.
A new deal with Thermos will see a range of Marvel themed insulated containers launch across mass market retailers and Amazon, featuring The Avengers, Spider-Man and Guardians of the Galaxy.
The line will also include lunch kits and food jars.
Meanwhile, Zak Designs will produce a line of drinkware, dinnerware and food storage featuring the Super Heroes, scheduled to launch in tiem for the theatrical release of Marvel’s Captain America: The Winter Soldier and marvel’s Guardians of the Galaxy.
Available now, ICUP has launched a line of drinking glasses featuring Marvel favourites such as Spider-Man, Captain America and The Incredible Hulk, retailing through Spencer’s Gifts, HMV, Transworld and more.
Finally, Silver Buffalo and Vandour are the newest licensees added to the guardians of the Galaxy line-up, with products due to hit shelves this July.
Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products, said: “At Marvel we are always looking for ways to use the impact of our characters to convey positive messages to kids.
“Staying hydrated throughout the day is crucial for kids and adults alike, and we love that through our Super Heroes like Captain America and Iron Man we can make hydration cool.”