Honeycomb Connect

Marvel sends superheroes into supermarkets
May 2, 2005

New York—Building on its strategy to maximize awareness and exposure of its popular Super Hero franchises in all major retail avenues, Marvel Enterprises, Inc. is enhancing its focus on the supermarket arena through three expanded or new agreements. The company has finalized expanded licensing agreements with Unilever Ice Cream and Branch’s Confections, Inc.  In addition, Marvel has entered into a new agreement with BrandSource, a beverage brand and marketing firm.

“Having a significant presence in the supermarket arena increases the exposure of Marvel’s characters directly to parents and children,” says Tim Rothwell, President of Worldwide Consumer Media Group, Marvel Enterprises. “Enhancing our relationship with world-renowned companies such as Unilever Ice Cream and Brach’s, as well as opening new product categories for our characters through our agreement with BrandSource, helps us achieve significant retail space, receive strong sales and marketing support and maximize the supermarket distribution of our branded products.”

Unilever has now obtained the rights to develop a line of Marvel-themed products for its Popsicle brand.  Pursuant to the new, multi-year license agreement, Unilever Ice Cream will produce and market water ice pops for several Marvel character franchises. Through its recently expanded agreement, Brach’s will expand its offerings of Marvel-themed fruit snacks. In its brand new agreement BrandSource has been awarded the rights to produce and market ready-to-drink hot chocolate for Spider-Man, the Fantastic Four, the Incredible Hulk, the X-men, Captain America and Daredevil.