Lidl is European retail partner for Warner Bros. Man of Steel movie merchandise

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Lidl: retail partner

Lidl: retail partner

Discount retailer, Lidl, has been picked as the European retail partner for Man of Steel, the new Warner Bros. movie release, based on Zack Snyder’s new vision for Superman.

Lidl, one of Europe’s largest and fastest growing grocery chains, will stock a comprehensive range of official Man of Steel licensed merchandise that will include apparel, accessories, toys, publishing, food and personal care products in more than 10,000 stores across 24 European countries this summer.

The retailer is reported to have committed unparalleled promotional support for Man of Steel. Activity will focus on a weeklong promotion in every country that will launch to coincide with the cinema release of the film (release dates vary per market).

The in-store promotional campaign will be supported  with print, broadcast, television and radio spots, online and social media, billboards, highly visual in-store POS, online newsletters and Facebook competitions. The promotion will also be posted in advance on the Lidl website and Facebook page and via 175m promotional flyers highlighting the Man of Steel products and promotional activity.

Pilar Zulueta, executive vice president and general manager, Warner Bros. Consumer Products EMEA, said: “We are delighted to unveil Lidl as our destination European retail partner for Man of Steel. They are a driving force in European retail and have engendered consumer loyalty through offering top quality products at the lowest possible prices.  

“By maximising the profile of thousands of Lidl stores in more than 24 countries across Europe, Lidl will help to underpin the position of the Superman brand as a powerful force and an icon of popular culture.”