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Coming Soon On A Bicycle Near You: Thor, Captain America, Spider-Man, Avengers

Among the companies with marketing support for Thor will be Huffy's line of bikes and scooters.April 1, 2011: When it comes to superheroes, many of them fly, some have really fast cars and others use web power or super speed. But just in case they need another form of transportation . . .

Marvel Entertainment has signed a licensing deal with Huffy to produce a series of bikes and scooters based on popular Marvel characters, all of whom have movies soon to be released or in production: Thor, Captain America, The Avengers and Spider-Man. A line also will be produced to cover other Marvel characters.

Financial terms of the agreement were not disclosed. Although this is its first licensing deal with Disney Co. division Marvel Entertainment, Huffy said it has a longstanding relationship with Disney via products in each of its juvenile categories, including bicycles, trikes and scooters.

Release dates for Huffy bicycles and scooters will be timed to coincide with the movie release dates. Thor products are currently being released in anticipation of the movie release, schedued for May 6. Captain America: The First Avenger movie products will be at retailers in early summer, with the movie release scheduled for July 22. Huffy products for The Avengers movie is scheduled to hit retailers in spring 2012.

Although the rebooted The Amazing Spider-Man movie is currently in production for a mid-2012 release, both the Spider-Man Classic and Marvel Heroes products from Huffy will be in select retail outlets in mid-2011, according to the company.

"Marvel has several exciting years planned and we couldn't be more pleased to be a part of their endeavors," Ray Thomson, evp-marketing for Centerville, Ohio-based Huffy, said in a statement. "Marvel has great characters and storylines which are very relatable with boys today."

Huffy products for Thor (left) and Captain America.According to Thompson, "The Huffy design and development teams created exciting products which convey the action and dynamics of the Marvel Thor and Captain America movies. Reaction from retailers to the new bikes and scooters has been great, with the Thor products already available at online retailers."

Marvel said that the deal with Huffy is part of a larger plan to attract not only parents but a young demographic to its movies. Marketing support will include POP and various Internet destinations, including social media such as Facebook and Twitter.

Thor, for example, also has marketing deals with Burger King, 7-Eleven and Dr. Pepper, as well as Visa and Honda's Acura.

"We are very happy to be working with Huffy — a trusted brand in the marketplace — on this exciting line of bicycles and scooters featuring our legendary Super Heroes," Paul Gitter, Marvel Entertainment president of consumer products for North America, said in a statement. " We are continuing to expand our licensing program across an array of categories with unique products that appeal to both parents and children."

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