Marvel Entertainment, LLC and Huffy, the bike manufacturer in the United States, have announced that they will develop a new line of bicycles, tricycles, scooters and accessories that will introduce Super Heroic action and fun to the category. The new products will be a major expansion in the bike category for Marvel with innovations in the space that will transform the bike into an essential piece of gear for kids to play out their Super Hero missions.
Focusing on Marvel’s main franchises, including new films like Marvel’s Captain America: The Winter Soldier and Columbia Pictures’ The Amazing Spider-Man 2, the new line will roll out to stores in the Spring and Fall of 2014. The addition of Marvel’s Guardians of the Galaxy into the mix, also introduces Marvel’s newest heroes and furthers the reach of this highly anticipated extension of the Marvel Universe.
The new line by Huffy transforms the bicycles and other products into Super Hero fun with innovations that are visually stimulating and playfully functional. The Spider-Man bike is the first in the category to feature the character’s web design as a WebTrap which holds villain and hero toys. Another version of the bike includes a special plastic web-frame design. Scooters and tricycles feature interactive lights and sounds. The full Marvel line is designed for fantasy fun and activity play, featuring bold character imagery and styles. The Huffy line of Marvel products will include multiple designs at top retail stores across the U.S., ranging in price from $49.99 to $99.99.
“At Marvel we are constantly working with our partners to see how we can capture the epic storytelling of Marvel in truly innovative ways,” said Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products. “This new line will successfully turn bikes into more than just a transportation device, but an extension of Super Hero role play that we know kids enjoy with the Marvel Universe.”
The collaboration adds to a program that already includes iconic Marvel property Spider-Man available in stores now.