(Filed Under Licensing News). Character-based licensing company Marvel has signed a multi-year licensing extension deal with Fruit of the Loom for children's underwear lines based on Marvel franchises and its upcoming films: Iron Man 2, The First Avenger: Captain America, Thor and The Avengers.

"Fruit of the Loom has a long-standing relationship with Marvel, and is pleased to continue that partnership through 2012 with a broad assortment of Marvel properties," said Karen Sahetya, senior marketing manager at the company. "Fruit of the Loom offers 3 pack briefs, 2 pack boxer briefs, and Underoos(R) sets in sizes 2T to 8 across retailers."

According to Sahetya, wholesale prices are kept confidential and retail prices will vary based on the retailer and silhouette. "We have new Marvel product in development for all retailers and all silhouettes," she said. These new products will hit stores just prior to the blockbuster movie releases.

Fruit of the Loom's relationship with Marvel dates back to the late 70s initial launch of the Underoos(R) program.

more Licensing News >>

Published 06-23-2009 by Bruna Fernandes