Warner Bros. Consumer Products EMEA has named the grocery chain LIDL as its destination European retail partner for the upcoming film Man of Steel, which hits theaters in Europe later this month.

LIDL will carry a comprehensive range of official Man of Steel merchandise that will include apparel, accessories, toys, publishing products, and food and personal care items in more than 10,000 stores across 24 European countries.

“We are delighted to unveil LIDL as our destination European retail partner for Man of Steel. They are a driving force in European retail and have engendered consumer loyalty through offering top quality products at the lowest possible prices,” says Pilar Zulueta, executive vice president and general manager, WBCP EMEA. “By maximizing the profile of thousands of LIDL stores in more than 24 countries across Europe, LIDL will help to underpin the position of the Superman brand as a powerful force and an icon of popular culture.”

LIDL will support the movie and product line with a large promotional campaign that will include in-store, print, television, radio, online and social media activations.