Marvel Entertainment has entered into an exclusive back-to-school promo with US apparel retailer Old Navy to celebrate 70 years in the comics and entertainment business.
The promo expands on the spring program that brought exclusive boys and toddler boys t-shirts into the retailer’s US outlets. This time, Spider-Man, The Hulk, Iron Man and the X-Men will appearl on boys t-shirts, hoodies, outerwear and other back-to-school items. Additionally, Old Navy is offering purchasers of Marvel Collectabilitee t-shirts a complimentary reprint of Amazing Fantasy #15, the comic book where Spider-Man made his first appearance.
The direct-to-retail program will be backed up by in-store POS marketing, merchandising areas and inclusion in store circulars and TV ads.