A few people have emailed us with the link to the WWD article on Marvel’s licensing deals for female apparel and cosmetics. Current items include contemporary fashion tops from Mighty Fine, junior fashion tops from Junk Food, mass fashion tops with Fortune Fashions, and jewelry with H.E.R. Accessories. Later in the year, new products include handbags from Bioworld, stationery with iScream, color cosmetics with Lotta Luv, and watches and fashion jewelry with MZ Berger. The piece contains much of demographic interest:
“Since our core customer has always been guys, we need to be very careful when we introduce female product so that we don’t alienate our core,” said Paul Gitter, president of consumer products, North America, for Marvel Entertainment Inc. “What we have found through testing is that we haven’t alienated them, which gives us the OK to move forward with female product.”
Since 2007, the $5.7 billion consumer products division at Marvel has been testing select items for females, such as graphic character T-shirts at Hot Topic and Gap, and jewelry at Claire’s, among other items at select mass and mid-tier retailers. What executives at the firm found while testing was that when it comes to females, relevance to trends is key. Simply relying on the character alone to sell themselves doesn’t fly.
[Thanks to Jeff and Steve for sending the article.]