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Is it a bird? Is it a plane? No, it’s Superman — and he’ll be flying high at Bloomingdale’s this holiday season.
This story first appeared in the October 12, 2009 issue of WWD. Subscribe Today.
The retailer will reveal today it has partnered with Warner Bros. Consumer Products to create an exclusive collection of men’s and children’s merchandise to commemorate the 75th anniversary of DC Comics. The items, from such brands as Trunk, Junk Food, Converse, Psycho Bunny and Jack Spade, will be showcased in about two dozen shops Bloomingdale’s will install in its denim department later this week.
The initiative kicks off Wednesday with a special event — New York Nights — at Bloomingdale’s around the country.
Additionally, the windows of the 59th Street flagship will highlight DC Comics’ 75th anniversary collection beginning in early November.
Kevin Harter, vice president of fashion direction for men’s, home and bloomingdales.com, said, “We started working on this a few months ago. We wanted to come up with exclusive product to make it fun for our customers during the holidays. So we went to our designers and partners and asked them to come up with merchandise.”
The men’s collection includes T-shirts, socks, scarves and bags, ties, cufflinks, pocket squares and small leather goods. Bloomingdale’s Young World department will also carry limited DC Comics-inspired products, including Ts and hoodies, during the holiday season. The collection ranges from $35 to $225, and will be available in all stores that carry men’s and children’s as well as on bloomingdales.com.
Harter said some product has already arrived and is selling. “We’re already reordering,” he said. No one superhero is outselling the others, he said.
Among DC Comics’ most widely known figures are Superman, Wonder Woman and Batman. The company began publishing comic books in 1935.