'Justice League' Gets Exclusive Product Line at Target
Warner Bros. and DC Comics have made a licensing deal with the retailer to feature products based on Superman, Batman and other characters as part of a broader merchandising program.
Superman is flying into Target stores this summer along with Aquaman, Batman, Cyborg, The Flash, Green Lantern and Wonder Woman as part of an exclusive partnership with Warner Bros. Consumer Products and DC Entertainment.
Beginning May 19, Target stores will carry more than 50 exclusive licensed Justice League related products. Those include stationery, sporting goods, melamine dinnerware that with a purple and pink-clad Wonder Woman; an apron that transforms the cook into a version of Batman; sand toys designed to create Gotham City at the beach; and children’s Batman, Wonder Woman and The Flash beach towels that double as capes.
In addition to these exclusive products, Warner is launching a whole line of Justice League products which will also be carried by Target. There are 20 categories of products including stationary, toys, apparel and Halloween costumes later this year. Prices range from one dollar for Justice League temporary tattoos to $59.99 for a Justice League Rocker Chair.
The collection is tied to the release of The New 52, a comic book series that began in 2011 which re-launched the comic line of super heroes, presenting them in a more contemporary way, with new costumes, characters and story lines. Warner Bros. on June 14 will release the movie Man Of Steel, its latest effort to pump new life into the Superman character.
This collection delivers the unexpected with a dash of great design," said Greg Van Bellinger, director of product design and development, Target.
DC Comics’ Justice League characters are a powerful assemblage of the most recognizable Super Heroes in the history of comic books,” added Brad Globe, president of Warner Bros. Consumer Products.
There are 1,832 Target stores, of which 1,784 are in the U.S. and 48 are in Canada. Target donates 5 percent of its profits through a community grants program which gives out an average of about $4 million a week.
In January 2012, DC Entertainment, Warner Bros. and Time Warner launched We Can Be Heroes, a giving campaign featuring the Justice League super heroes. to raise awareness and funds to fight the hunger crisis in the Horn of Africa.