LICENSING NEWS

Asda launches Man of Steel promotion

Published on: 26th June 2013

Warner Bros. Consumer Products UK has unveiled details of a major retail partnership with Asda.MOS-Still---Superman300

A dedicated Man of Steel gondola end is featured in 254 Asda stores nationwide and will remain in-store until the 4th July 2013. Highly branded with film-inspired artwork and iconic imagery of Superman, the cross-category promotion includes apparel, toys from Mattel and Lego, a 31” figure from Jakks Pacific, dress-up from Rubie’s, DVDs from Warner Home Video and homewares from Spearmark, among other key products.

Paul Bufton, general manager, Warner Bros. Consumer Products UK, said: “Asda perfectly reflects the mass appeal of the Superman brand which crosses genders, generations and demographics. The gondola end will showcase the power of the consumer products programme and is sure to be a hit amongst Asda shoppers of all ages.”

The DC Comics superhero will also feature as part of the Kids Character Event and Asda’s Back to School Event that launches in July.

Raj Varma, buying manager, Asda, said: “We’re celebrating a Summer of Superman at Asda.  Although the release of Man of Steel gives us a reason to celebrate the brand, its heritage goes before it and Superman is such a perennial favourite with our customers that it remains as part of our product offering year-long.”

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