Old Navy to Carry Apparel Featuring Marvel Characters
Brandweekreports that Marvel Entertainment has partnered with Old Navy for a back-to-school promotion. Old Navy stores are carry exclusive t-shirts, hoodies and other apparel featuring Marvel superheroes including Spider-Man, Incredible Hulk, Iron Man and the X-Men.
The promo, which coincides with Marvel's 70th anniversary, will run in all of Old Navy's 1,000-plus U.S. and Canadian stores this month. Additionally, from Aug. 8-17, shoppers who purchase a Marvel Collectabilitee T-shirt will receive a limited-edition Amazing Fantasy #15 comic book reprint as a gift with purchase. The classic comic features the first appearance of Spider-Man.
Marvel's alliance with Old Navy began last spring when the retailer launched an exclusive collection of superhero T-shirts for boys and toddlers. It's one of several relationships the entertainment brand has cultivated to tap new revenue streams in a not-so-hot retail environment. A collection of Spider-Man bedding, lighting, play furniture, room décor and accessories debuted at Pottery Barn Kids last year, and a direct-to-retail deal will bring a full-scale licensing program to a new channel: drugstores. Marvel's initiative with Walgreens will apply Spidey, Iron Man, Hulk and others to toys, pet products, photo accessories, novelty candy, night lights, holiday decorations, automotive accessories and posters, among other items. That merchandise hits shelves in spring 2010.
The shirts contain some nice looking artwork. You can see some of the shirts here on Old Navy's website.
