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Warner Bros. Consumer Products EMEA (WBCP EMEA) today announced its partnership with leading apparel retailer TV Mania to produce a new clothing line based on classic Superman, with the first collection to include a line inspired by Man of Steel, the highly anticipated Superman action adventure feature film releasing on June 14, 2013. The apparel firm is designing an extensive collection for fans of all ages that will retail across the EMEA region from Spring/Summer 2013. TV Mania, the leading licensed apparel specialist, will be inspired by the universal appeal of Superman as a super hero for all ages as it designs a series of apparel collections targeted at adults, teens, children and babies. Superman will be introduced to all retail levels from mass market to the mid- and high-market, with custom-made designs for each retailer. The first products will be on shelves at the beginning of 2013 with retail distribution across European grocers and fashion retailers. Bruno Schwobthaler, Senior Vice President Sales & Business Development, Warner Bros. Consumer Products EMEA, said, “We’re very proud to announce that TV Mania has partnered with WBCP for this original Superman apparel collection. A market leader in their field, they have a proven track record of taking classic entertainment power brands like Superman and adapting them to fit current fashion trends for all ages and all demographics. We’re really excited about the collections that they are preparing to take to market.” TV Mania is already a strategic partner of WBCP, selling fashion lines under the Batman license. They have previously created apparel lines inspired by the entire Batman franchise, including the most recent blockbuster film, The Dark Knight Rises. So it was a natural choice to partner on a European level with Superman. “As a long-time partner of WBCP EMEA, we work very closely with its regional and local teams to maximize European business and pay close attention to the individual needs of each market. Our international design team works constantly to develop on-trend lines connecting all our consumer propositions from baby to adult,” said Monika Albers, TV Mania’s Licensing Manager, Europe. TV Mania also believes that the strength of the relationship between licensee and licensor in this case adds value to the end product for the consumer. For instance, TV Mania sales teams will collaborate with local WB offices to target retailers with bespoke marketing initiatives adding more scale and scope to the franchise and the collaboration. “At TV Mania we look for licenses that have the power to expand across categories and countries and which address multiple target groups. Superman is just right for this purpose – a classic brand well known by our customers and which builds on a successful history and merchandising line up,” continued Albers. Apparel is a cornerstone of the WBCP licensing strategy for DC Comics. This new TV Mania partnership adds to a flourishing portfolio of apparel deals ranging from the high-end co-branding relationship with Dolce&Gabbana to collections with Diesel, Zara, French Connection, H&M, and deals with Junk Food, Converse, Braccialini, Kids Republic and Trunk. |
