Marvel Entertainment has renewed its extensive licensing agreement with underwear giant Fruit of the Loom and expanded other apparel deals to reflect its new slate of big-screen features.
Fruit of the Loom will develop and manufacturer children’s underwear lines based on all Marvel character franchises, including tie-ins to upcoming films Iron Man 2, The First Avenger: Captain America, Thor and The Avengers.
Marvel also renewed its license agreement with Mad Engine for t-shirts and hoodies for all of its character properties as well as Iron Man 2 and Thor films. Mad Engine merchandise will be available through all channels of retail distribution.
The company has also expanded its deals with both Freeze and Mighty Fine, which had previously signed on to develop and manufacture apparel for girls and women, to include men’s and boys’ merchandise.