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GoodNites underwear to feature Spider-Man

K-C strikes licensing deal with Marvel.

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By: Karen McIntyre

Editor, Nonwovens Industry

Kimberly-Clark Corporation is partnering with Marvel Entertainment to bring the Spider-Man character to GoodNites Underwear for the first time.

GoodNites Underwear for boys will feature graphics of the famed web-crawler for a limited time beginning this month. This marks the first use of licensed characters by the GoodNites brand.

“We are thrilled to partner with Marvel to license their iconic characters for GoodNites Underwear,” says Dave Caputo, senior brand manager, GoodNites. “Marvel Super Heroes are unique individuals who overcome challenges. We know how much kids love Spider-Man, and including these character designs on GoodNites Underwear will further help kids and their parents feel more positive and normal while they are coping with bedwetting.”

Paul Gitter, Senior Vice President Marvel Licensing, adds, “We are continuing to look for unique opportunities to extend our characters into new categories.The childcare category is a growing sector for Marvel and we are excited to be partnering with a category leader like Kimberly-Clark and the GoodNites brand.”

GoodNites Underwear with Spider-Man character designs will be supported with an integrated marketing program including FSIs, online advertising, social media and mobile apps.

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