Marvel Highlights Antiheroes 2

Marvel is looking beyond its core franchises in a new retail roll out that focuses on the characters Daredevil, The Punisher, Jessica Jones and Deadpool.

April 6, 2018

Marvel Highlights Antiheroes 2

Program includes new products and retail promotions with Target, Hot Topic and more.


Marvel is looking beyond its core franchises in a new retail roll out that focuses on the characters Daredevil, The Punisher, Jessica Jones and Deadpool from its comic books and TV series.

Featuring new artwork that launched this past summer, the new merchandise campaigns focus on edgier images from the Marvel Publishing archive. Lines have begun rolling out in stores with larger launches planned for January 2016 that target teens and adults. Later in the year, activity will pick up even more with the debut of the second season of the Netflix’s “Marvel’s Daredevil,” which will include the first-ever live-action appearance of the Punisher on television.

“Our goal is to open our deep vault of characters and explore all opportunities to drive incremental revenue that extends beyond our core franchises and extends our reach to new consumer segments,” says Paul Gitter, senior vice president, licensing, Marvel, Disney Consumer Products. “The excitement that is brewing across the board from not

just fans, but also the licensees and retailers, is overwhelming and we are looking forward to seeing the reaction to this awesome product lineup.”

The licensing program features a wide array of adult, fan-focused product from apparel to collectibles and action figures. Fans will have the chance to build out full collections for the first time with collectibles from Diamond Select, Funko, Sideshow, Kotobukiya and NECA.


Retail partners are also working on in-store and online support for the program. Beginning in January, Target will feature a Funko display that will spotlight Daredevil, The Punisher and Deadpool collectible bobbleheads. In February, Hot Topic is launching an in-store and online Deadpool campaign that will include signage, a homepage takeover and social media posts. Other brick-and-mortar retailers including Walmart, J.C. Penney, Spencer’s, Party City and Kohl’s will also provide in-store and online support. Amazon will expand on its toy and apparel offerings for the characters and CafePress is launching a dedicated Jessica Jones shop offering unique merchandise for both men and women.

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