Marvel Ramps Up Bike Partnership

Marvel Entertainment has expanded its agreement with U.S. bike manufacturer Huffy to develop a full range of super heroic bicycles, tricycles, scooters and accessories.

The line will focus on Marvel’s core franchises including the new films Marvel’s Captain America: The Winter Soldier, Columbia Pictures’ The Amazing Spider-Man 2 and Marvel’s Guardians of the Galaxy.

The collaboration adds to a program that already includes Spider-Man products available in stores now.

New product will roll out in stores in spring and fall 2014 featuring character imagery and a range of interactive features including lights and sound.

“At Marvel we are constantly working with our partners to see how we can capture the epic storytelling of Marvel in truly innovative ways,” says Paul Gitter, senior vice president, licensing, Marvel at Disney Consumer Products. “This new line will successfully turn bikes into more than just a transportation device, but an extension of superhero role play that we know kids enjoy with the Marvel Universe.”