As Man of Steel continues to receive acclaim at the box office, Warner Bros. Consumer Products U.K. has announced plans for major retail partnership with ASDA.

“We’re celebrating a summer of Superman at ASDA,” says Raj Varma, buying manager, ASDA. “Although the release of Man of Steel gives us a reason to celebrate the brand, its heritage goes before it and Superman is such a perennial favorite with our customers that it remains as part of our product offering year-long.”

Stores across the U.K. are featuring a Man of Steel gondola end as well a range of promotional materials featuring film-inspired artwork and iconic imagery of Superman. Among the products included in the promotion are apparel, toys from Mattel and LEGO, a 31-inch figure from Jakks Pacific, dress up from Rubies, DVDs from Warner Home Video and homewares from Spearmark.

The DC Comics Super Hero will also be featured as part of the Kids Character event and ASDA’s back-to-school event, launching in July.??