Marvel Super Heroes Soar into Old Navy for Back-to-School
Jay Cochran - August 06, 2009
To help celebrate the 70th anniversary of its founding in 1939, Marvel Entertainment, Inc., a global character-based entertainment licensing company, has partnered with Old Navy for a back-to-school promotion launching in all stores in the U.S. and Canada in August. This exclusive 70th anniversary promotion around the back-to-school season expands on Marvel’s partnership with Old Navy, which launched with an exclusive collection of t-shirts for boys and toddler boys this spring.
The back-to-school promotion features soft-line merchandise, including t-shirts, hoodies, outerwear and other back-to-school items, with graphic designs created exclusively for Old Navy and featuring some of the most renowned Super Heroes in the Marvel Universe including Spider-Man, The Incredible Hulk, Iron Man, and the X-Men.
Additionally, Old Navy is offering a complimentary Limited Edition Amazing Fantasy #15 comic book reprint, featuring the first appearance of Spider-Man, with the purchase of a Marvel Collectabilitee t-shirt, while supplies last. Old Navy will support the promotion with a comprehensive marketing initiative, including in-store point of purchase marketing, in-store merchandise vignettes, circular and TV support as well as in-store events in select markets.
“We are excited to continue our successful relationship with Old Navy and celebrate Marvel’s 70th anniversary with a leading retail brand,” said Paul Gitter, President of Consumer Products for North America, Marvel Entertainment. “This partnership reinforces our overall strategy to build exclusive retail partnerships and merchandising programs that open up new channels of distribution for Marvel, enabling us to further maximize the exposure for our brands. Old Navy’s audience is a great match for the Marvel brand, and we are confident this promotion will be a hit with their customers.”
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