Marvel superheroes coming to a Walgreens near you

NEW YORK Marvel Entertainment announced that it will partner with Walgreens for a direct-to-retail merchandise program at 6,000-plus drug stores as part of a new strategy to expand its product lines and reach new customers.

Characters from "Spider-Man Classic", "Iron Man Classic", "Hulk Classic", "Marvel Comics Retro", "Marvel Heroes", the "Iron Man" movie and the "Hulk" movie will grace toys, automotive accessories, pet products, photo department accessories, food gift sets, novelty candy, night lights, snow globes, holiday decorations, table and chair sets, wall decals, tumblers, posters, inflatables, flashlights and other products. Merchandise will hit shelves in spring 2010.

In 2008, Marvel rang up $5.7 billion in worldwide retail sales of its licensed merchandise. Recently, the entertainment company has found that pursuing direct-to-retail partnerships is a great way to supplement sales in tough economic times. "We're interested in building collections and brand statements," said Paul Gitter, president of consumer products North America. "These [alternative] retailers don't traditionally carry licensed merchandise -- they're not interested in taking an item here and an item there. When you're dealing directly with the retailer, you have a much greater sense of collaboration and how it ultimately looks on the shelf."

Retailers like the direct relationship and, of course, the sense that they are getting something tailored to their specific audience. "There's more margin in it for them, they like the collaboration and they feel there's a sense of partnership working with the brand owners," Gitter said.

International retailer The Carrefour Group signed a worldwide licensing agreement with Marvel for the use of its Hulk, Spider-Man and Iron Man characters on its textile collections. It also has international deals in place with French Connection and H&M.