NEW DELHI: The Marvel Cinematic Universe (MCU) was a blockbuster hit in India, winning hearts across demography, but the superheroes gained most popularity with kids and teenagers. Looking to capitalise on this craze for all things MCU, premium bicycle brand Firefox Bikes has launched a range of Disney and Marvel comics branded cycles for kids.

Featuring iconic characters like Ironman, Captain America, Black Widow, Elsa and Hulk, these cycles are available at all Firefox outlets across India. With this licensing agreement with Disney India, Firefox Bikes aim to expand its portfolio of bikes for kids.

Firefox Bikes CEO Sukanta Das said, "Kids segment is one of the largest growing single age demographics among all cyclists. This growth is essentially attributed to the rising demand for bicycling as a fun activity among children who are hugely influenced by cartoon characters and superheroes. These fictional characters hold supernatural powers and extremely strong characteristics that appeal to children. Kids embrace these characters as they teach them important virtues like selflessness, loyalty, courage and self-sacrifice. Kids adore seeing their favourite characters on their bikes. The Disney tie-up bodes well for Firefox bikes as kids resonate with Disney and Marvel characters widely."

"The launch of this new range further strengthens Firefox Bikes portfolio of kids’ cycles in India. We aim at selling over double the number of kids bikes this year as compared to what we sold last year," he added.

The number of children spending time cycling is increasing significantly. Firefox Bikes registered 2X sales growth last year that was largely driven by the kids' segment. Currently, Firefox markets around 10+ models of kids’ cycles and are present across India with a retail network of over 500+ stores.