Marvel Entertainment, Inc., announced a wide-ranging licensing agreement with Jarden Corp. for a wide range of sporting goods.
The agreement encompasses several of Jardens market leading brands, including: Rawlings for playground balls, sports balls, sports sets and other sports equipment; Shakespeare Fishing for childrens fishing equipment; Coleman for outdoor camping gear; Stearns for childrens and adult personal flotation devices and towables; and the United States Playing Card Company for playing cards and puzzles.
Jarden has been awarded the rights to develop products featuring several premier Marvel characters and sub brands, including Super Hero Squad, Spider-Sense Spider-Man, Wolverine Classic, Spider-Man Classic, Marvel Heroes and Marvel Extreme. Products will be available at mass market retailers and specialty stores, including sporting goods stores.
“This agreement gives Marvel unique access to a true powerhouse in the sporting goods category and, in turn, their relationships with the important national and local sporting goods retail chains an area of retail that has been underserved with the Marvel brand to date ” said Paul Gitter, President of Consumer Products for North America, Marvel Entertainment. “We look forward to leveraging this relationship with Jarden to deliver world-class merchandise featuring some of our most popular Super Hero franchises. With their market leading brands, we are sure these products will create a standout retail experience and will delight Marvel fans of all ages.”
“Marvel is a strong brand and has been a consistent partner for us,” said Rona Williams, Product Marketing Manager, Rawlings. “In the current business environment where retailers and licensors are looking more closely at vendor consolidation and synergistic opportunities, the Jarden Corporation is proud of the comprehensive category selection and brand strength that we provide our retail and licensing partners.”