Marvel Makes Deal with Fruit of the Loom, Crocs
I'm not sure if this was what Stan Lee had in mind when Marvel (MVL) got into the movie business, but now you'll be able to have you favorite comic book superheroes about as close as you want with the new licensing deals Marvel made with Fruit of the Loom (BRK-A) and Crocs.
To begin with, the deal will include Iron Man and the Incredible Hulk appearing on children's underwear for Fruit of the Loom. Marvel added that once these products are launched, there will be an expansion of other characters on the products. The license agreement is said to be a multi-year one, althought the specific terms of the deal haven't been revealed.
With the Croc Inc. deal, which will involve footwear, the initial offerings will include many more characters, including Spider-Man and the Fantastic Four.
The Marvel deal with Croc may be in response to the licensing deal made with Warner Bros. Consumer Products earlier this month with the footwear company.
Marvel also expanded its deal with Kids Headquarters to add the Incredible Hulk character to its merchandise.
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