In the UK, a six-date tour will take place with retail partner Smyths with support from partners Rubie’s Costumes and The Lego Group. The tour will include themed photo opportunities.
In Russia, collaboration between Russia’s biggest apparel retailer TVOE and the Institute of Business and Design has encouraged over 100 fashion design students to enter a competition to design a range of Batman apparel inspired by the 75th anniversary logo styles. The winners will see their garments in TVOE stores. Elsewhere in Central and Eastern Europe a direct-to-retail deal with Paşabahçe in Turkey will also celebrate the anniversary.
In Italy, Original Marines has supported its Batman lines with stylized shop windows and special edition pins. Amazon Italy has featured a dedicated cross-category page offering Batman games, toys and home entertainment products. Online retailer IBS also has a Batman 75th anniversary shop, and the comic licensee RW Edizioni will implement a cross-category area in comic shops this Autumn.
In Germany, the Luxess Group has created a fragrance line, “Batman Begins – The New Dark Fragrance for Men”. The eau de toilette, which was launched in Müller stores, comes in a distinctive bat motif shaped bottle and is now available widely at retail, accompanied by a range of additional personal care products.
The Super Hero trend is continuing with momentum across the region as H&M’s global deal for DC Comics Super Heroes continues to build and, in the UK, Primark reports huge success with its DC Comics range of t-shirts.