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Spiderman attracts more than 60 brands as merchandising partners

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Ever since it came on the big screen in 2002, Spiderman has been growing its clout as a darling of the masses both in comic books and in movies too.

As Marvel’s flagship character and company mascot, Spiderman has appeared in countless forms of media including several animated and live action television series, syndicated newspaper comic strips,

The latest edition of the Spiderman film franchise, Spider-Man: Homecoming, released in around 1,400 screens across the country last Friday.

Besides being a roaring cinematic and commercial success from the marketing and branding point of view, the well anticipated film attracted up to 60 brands as merchandise partners along with seven media partners. The film has among the highest brand associations for a Hollywood film in India.

All rights of the Marvel made movie are shared by Sony Pictures and Disney. Hence, the marketing and distribution deals have been looked after by Sony Pictures Entertainment India. On the other hand, the merchandise deals have been dealt by the consumer products division of Disney India.

Among the other brands that the film has roped in are Oppo, Titan, Max, Lifestyle, Crocs and HDFC among others.

Sanjeet Mehta, Executive Director and Head, Consumer Products, Disney India, observed that the brand believes that choosing the right partner is an important aspect in character licensing.

“Marvel’s Spider-Man enjoys 90% awareness in the Indian market and there is high demand for products inspired by the superhero across ages. We are happy to have 60 brands on board. Each of our licensees helps us to offer a piece of the Spider-Man universe that fans can take home,” he added.

Among other brands that collaborated with the movie, Dell India also teamed up in a global integrated campaign with Sony Pictures.


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