Heroes & Villains, the pop-culture lifestyle brand from Bioworld, is partnering with Marvel to bring a new collection inspired by the upcoming Marvel Cinematic Universe film Avengers: Doomsday to New York Comic Con, where an immersive booth designed as a marketplace from Doctor Doom’s homeland will pair convention spectacle with apparel and accessories. With the movie only months away, the stakes are higher than ever as fans eagerly await the return of Robert Downey Jr., Chris Evans, and Chris Hemsworth to the MCU. With excitement rising for the next installment in the Avengers franchise, Bioworld’s direct-to-consumer brand has raised the stakes with its partnership.
Located at Booth 3071, the newly designed Latverian Marketplace draws on the villain's castle, with Doom's flag draped at the entrance and stained-glass-style windows. It uses cobblestone and wood-inspired construction to evoke a worn, old-world setting. But while the environment looks deliberately weathered, the merchandise filling it will be new, comic-inspired, and built with the elevated construction that has become central to the brand’s pitch.
All of Marvel’s major teams are represented for the massive tentpole event, with featured products including a Dr. Doom Varsity jacket, a Dr. Doom backpack, a Fantastic Four jacket, and an X-Men bomber jacket, with additional convention-exclusive items available to attendees.
Select products from the brand's new Avengers: Doomsday merchandise will also be available for purchase online at Heroesvillains.com, priced from $30 to $250. For Bioworld, New York Comic Con, which takes place October 7-11 at Manhattan's Javits Center, is also a test of how an established licensing business can move beyond merchandise and use storytelling and physical experiences to build a longer relationship with fans. Contact Newsweek editors on this story: Dionne Grant and Sam Wilson.
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