Forever 21 to Feature Comic Heroes for B-T-S

Forever 21 (Panorama City, Calif.) will team with Marvel Entertainment LLC (New York) for its back-to-school promotions beginning this week.

The retailer will sell juniors apparel and accessories featuring the images of Marvel’s superheroes – like Spider-Man, Wolverine and The Hulk – promoting these lines in what they’re calling “comic shops” at the front of 450 U.S. stores.

Betsy Zanjani, Forever 21 senior vp of design product, told Women’s Wear Daily that the retailer is counting on the success of summer movies “The Wolverine” and “Iron Man 3” to drive interest in these themes.