12:29pm PT by Graeme McMillan
Her Universe Announces New Marvel Entertainment Line of Merchandise
Her Universe, the genre-centric merchandise manufacturer focusing on the female market, founded by actress Ashley Eckstein, announced a new deal with Marvel Entertainment and Disney Consumer Products Thursday that will see the launch of a new line of Marvel clothing for women and girls.
In addition to shirts, dresses and cardigans featuring mainstream-friendly characters from the Marvel Studios movies and television shows (including a SHIELD shirt that, amusingly, turns into a HYDRA shirt in the dark), the Marvel by Her Universe line also features lesser-known characters outside of the comic fan base, including She-Hulk, Ms. Marvel and the X-Men's Rogue.
"At Marvel, we actively seek innovative opportunities to leverage our iconic characters in the marketplace and expand our storytelling to a larger audience," Paul Gitter, senior vp Marvel licensing at Disney Consumer Products, said in a statement accompanying the news. "This collaboration with Her Universe presents our brand in exciting new ways at retail while reinforcing Marvel's values of empowerment and strength amongst our female demographic."
Eckstein added that fans have been "asking us to make Marvel merchandise and it's been on my wish list for a long time."
The Marvel by Her Universe line will be available online through the Her Universe website and ThinkGeek.com, as well as in retail outlets across the U.S., including Hot Topic stores.