Huffy Partners with Marvel Entertainment

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.

Huffy Partners with Marvel Entertainment

Huffy Corporation, the maker of bicycles and scooters, announced a licensing agreement with Marvel Entertainment, LLC to produce products for five popular Marvel properties. Huffy will support Marvel Studios' upcoming Thor, Captain America: The First Avenger, and Marvel Studios'

The Avengers movies with products at select online and brick and mortar retail outlets in the U.S. and Canada. Huffy bicycles and scooters for Spider-Man Classic and Marvel Heroes are in development and will be available to the same retailers. The agreement marks the first partnership of the two renowned brands.

“Marvel has several exciting years planned and we couldn't be more pleased to be a part of their endeavors,” says Ray Thomson, Executive Vice President of Marketing, Huffy Corporation. “Marvel has great characters and storylines which are very relatable with boys today.”

Paul Gitter, President of Consumer Products for North America, Marvel Entertainment, added, “We are very happy to be working with Huffy – a trusted brand in the marketplace – on this exciting line of bicycles and scooters featuring our legendary Super Heroes. We are continuing to expand our licensing program across an array of categories with unique products that appeal to both parents and children.”

“The Huffy design and development teams created exciting products which convey the action and dynamics of the Marvel Thor and Captain America movies. Reaction from retailers to the new bikes and scooters has been great, with the Thor products already available at online retailers,” says Thomson.

Timing for unveiling the new Huffy bicycles and scooters to support the various Marvel movie launches is based on each movie release date. The Marvel Thor movie wheeled goods products are just being released, in anticipation of the movie release on May 6. The Marvel Captain America: The First Avenger movie products will be at retailers in early summer, with the movie release on July 22. Consumers will find Huffy products for Marvel Studios' The Avengers movie at retailers in spring 2012.

The Spider-Man Classic and Marvel Heroes products from Huffy will be in select retail outlets in mid-2011. These products will combine the timeless Marvel Super Heroes with the innovative Huffy bicycle brand for the first time.

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