—Marvel Entertainment Partners with NYC & Company to Launch Co-Branded Merchandise Program Starring Spider-Man, Captain America, Thor and Hulk with Celebrated City Agencies NYPD and FDNY, Among Others—

—Apparel and Accessories Line Now Available at Toys“R”Us Times Square with a Portion of Proceeds to Benefit NYC and its Charitable Foundations—

New York City (April 25, 2011)—Marvel Entertainment, LLC, a global character-based entertainment licensing company, and NYC & Company, the official marketing, tourism and partnership organization for the City of New York, today announced a unique collaboration that brings together legendary Super Heroes with New York City’s real-life heroes and iconic agencies. Starting today, Marvel and NYC & Company will launch an exclusive collection of co-branded merchandise featuring Super Hero favorites from the Marvel Universe alongside the NYPD, FDNY, New York City Taxi and Limousine Commission and Department of Sanitation.

“We are happy to partner with a great brand like Marvel” said George Fertitta, CEO of NYC & Company. “Co-branding is an important part of our licensing strategy, and these products will build upon the success we have already had with New York City-themed merchandise at Toys“R”Us Times Square while promoting the people and agencies that admirably represent New York City.”

“We are always looking to expand in unique and creative ways and feel our partnership with NYC & Company enables both of our brands to reach new audiences,” said Paul Gitter, President of Consumer Products for North America, Marvel Entertainment. “New York City serves as home to many of the Super Heroes in the Marvel Universe so it’s only natural to team up these characters known of protecting the city from evil villains with the real men and women that keep this great city operating safely.”

The collection will feature apparel and accessories inspired by the men and women that serve New York City paired with some of Marvel’s most popular Super Heroes such as Spider-Man, Captain America, Thor, Iron Man and Hulk. Featuring powerful designs set against some of New York City’s most recognizable landmarks such as the Empire State Building, the collection will be available in array of styles and sizes for kids, juniors, men, and women.

The program will include T-shirts by JEM, hats and bags by Bioworld and accessories by Silver Buffalo with initial product available now at Toys“R”Us Times Square. As with all officially licensed City merchandise a significant portion of the proceeds from the sale of these products will benefit the New York City Police Foundation ( and the FDNY Foundation ( Marvel hopes to expand the program nationwide.

NYC & Company is the official marketing, tourism and partnership organization for the City of New York, dedicated to maximizing travel and tourism opportunities throughout the five boroughs, building economic prosperity and spreading the positive image of New York City worldwide. For the official source on all there is to see and do in New York City, go to

Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information, visit

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