2005 Merchandise & Miscellaneous News Archives

Perceptions

June 15, 2005: Superman's “S” Shield has Brand Strength

License Magazine published this article in early May, but we thought Superman fans would be interested in reading the article titled "Warner Bros. Consumer Products doesn't need X-ray vision to know Superman is a well-recognized superhero icon". Here's an excerpt from the article...

    Of Superman's many brand strengths, the S-shield logo and icon is deemed "cool" by many age groups. In particular, according to the research, boys separate "the man from the shield," explains Globe. The shield - already on a variety of merchandise from Ts to backpacks - makes a statement about your personality, says the same research. But the S-shield is not only iconic for boys. Globe believes, and the research concurs, that with "trend-right" product, the S-shield appeals to girls and juniors, as well. Existing licensees such as Trunk and Raw 7 will be bringing apparel collections to market later this year, including high-end T-shirts and cashmere sweaters, respectively, with imagery ranging from the classic S-shield to retro Superman and Supergirl artwork.

    For all three target demographics - boys ages 3 to 11, young men ages 12 to 34 (Superman), girls ages 8 to 14 and juniors (Supergirl), and moms of kids ages 0 to 2 (Superbaby) - the S-shield will remain a major focus around the movie time frame and beyond. DC Comics also has been busy at work creating new imagery: Superman in dramatic new poses, the recognizable iconography, the Daily Planet, Metropolis as a city, and classic imagery of Superman, according to Rubin. Much of the character-driven Superman imagery (from the movie event) will become a major focus for product for younger boys, particularly role-play toys that address Superman's X-ray vision, ability to fly, and other super-strengths.

    To create a powerhouse at retail, Globe says WBCP has been diligent in sharing as much information about the property and the research, as well as the creative from the movie and the new DC Comics' artwork, with potential licensees and potential retail partners. "In order for Superman merchandise to be an ongoing success, beyond the movie, we have to maximize the brand for retailers," says Globe. And WBCP plans to leap to the Jacob Javits Convention Center next month in a single bound, as Superman will be a major highlight at Licensing 2005 International Show. Look, up in the sky!

Read the complete report at the LicenseMag.com website.



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