US: Marvel expands Avengers reach with new food and oral health deals

Marvel Entertainment is expanding The Avengers brand into the food and oral health aids categories.

The firm is partnering with Perdue, Nabisco, Crunch Pak, Langers Juice, DenTek and Listerine to expand the reach of the superhero team.

The deals come as Marvel aims to make The Avengers a year-long brand, with products in these new categories expected to hit shelves throughout 2013 and 2014.

“The Avengers franchise has proven that it has the power to cross into all major consumer categories and these latest products are a perfect example of that,” said Mike Jerchower, director, Marvel Licensing.

“Food and health aids are important categories for us as we look to both make serious connections with consumers who want to interact with the brand and look to expand our reach to new areas of retail stores.

"The Avengers characters represent an active lifestyle and great teamwork, making the superhero team a natural fit to encourage healthy habits in kids.”

Perdue will launch chicken tenders in special Avengers packaging at Target stores this month, before rolling out to other major retailers later this year.

A partnership with Nabisco will see Nabisco’s Cheese Nips take to shelves in February 2014 with Avenger-themed shapes including Captain America’s shield, Iron Man’s Mask, Hulk’s Fist and the Avengers ‘A’ symbol.

Marvel has also signed deals with Langers Juice for Avengers Assemble juice pouches, bottles and boxes, Crunch Pak Snackers apples, pretzels and cheese and Kellogg’s for Avengers-inspired fruit snacks.

In the oral heath sector, Marvel has joined with with DenTek and Listerine for Avengers branded floss picks and mouthwash and Avengers Assemble branded anticavity mouthwash will arrive in January 2014 in a special Mint Shield flavour.

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