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Disney renews deal with Mumbai Indians for merchandise

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MUMBAI: Disney has renewed its deal with Indian Premier League (IPL) franchise Mumbai Indians through Marvel Entertainment to release merchandise targeting children.

Last year, the two parties had entered into a one-year deal. The Marvel-Mumbai Indians collection range will include apparel and home solutions featuring Marvel superheroes.

The target group is children between the age group of 4 to 14 years. The goods will be available at shopping destinations across the country, including online.

The two parties had announced their association last year with the aim of building on their brand equity. The expectation is that the licensing and merchandising business for the Under 14 target group will only increase in the coming years.

Disney UTV MD, Consumer Products and Retail, Roshini Bakshi said, "Last year we had tied up with Mumbai Indians for a Mickey Cricket range that gained a lot of popularity with the fans. This year we are extending the relationship by bringing Marvel Super Heroes merchandise range with Mumbai Indians and giving our India fans this amazing opportunity to experience the most celebrated sport in the country with their favourite Super Heroes".

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