NEW YORK, NY – Marvel Enterprises, Inc., (NYSE: MVL) a global character-based entertainment licensing company, announced today that it is consolidating its important apparel licensing business with leading partners Kids Headquarters, as master apparel licensee, and Mad Engine, which will spearhead t-shirts and tops. This announcement signifies a brand new partnership with Kids Headquarters and an expanded relationship with Mad Engine. These new arrangements further Marvel’s category management strategy, whereby Marvel seeks to enhance the potential market for its licensed products by consolidating key licensing categories with top-caliber partners who can provide extensive marketing and promotional support for Marvel-licensed product lines, resulting in higher returns for all parties. The announcement was made by Tim Rothwell, Marvel Enterprises’ President Worldwide Consumer Media Group.
Pursuant to the new, multi-year license agreements, Kids Headquarters has been awarded the rights to produce and market all kids and adult apparel for several premier Marvel character franchises, including Spider-Man, X-Men, Fantastic Four, Iron Man, the Incredible Hulk, Captain America, Marvel Heroes, Marvel’s pre-school line, Spider-Man and Friends and Marvel’s infant brand, Marvel Babies. Their initial product assortment will include Boys/Girls (0-20) sets, separates, swimwear, T-Shirts, layettes/boxed sets and outerwear. Kids Headquarters will also work with Marvel to identify and develop key strategic initiatives that will help grow revenue and brand awareness in the apparel category.
Mad Engine has been awarded the rights to produce and market 0-20/S-XXXL T-Shirts and related knit tops as well as hooded, crewneck, zipper fleece, garage, pique and jersey shirts for Spider-Man, X-Men, Fantastic Four, Iron Man, the Incredible Hulk, Captain America, Elektra, Daredevil and Ghost Rider.
“We are excited to commence a brand new partnership with Kids Headquarters and expand our relationship with Mad Engine to help broaden Marvel’s impact in the significant apparel category,” said Mr. Rothwell. “Consolidating license categories with industry leaders will enable the Marvel brand to garner the most significant retail space, receive the strongest sales and marketing support and increase the distribution of our products, making Marvel a key franchise for our licensees.”