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For a generation of Americans too young to remember the heyday of Underoos, and for whom the once seemingly infinite universe of character-licensed underthings is now limited to the occasional SpongeBob Square Boxers or Bratz 'My First Falsies' Pre-Training Bra, today brings exciting news: Marvel and Fruit of the Loom have reached a deal to plaster the image familiar Marvel Studios characters on children's underwear:The company signed a new multi-year licensing agreement with Fruit of the Loom, a unit of Berkshire Hathaway Inc., to make children's underwear lines based on its popular characters.
Fruit of the Loom will initially create products based on upcoming Marvel Studios feature films 'Iron Man' and 'The Incredible Hulk.'
There is always the possibility of the introduction of an adult line as well, where crotch-level labels such as "Incredible Hulk" and "Iron Man" will offer some boastful free advertising for any man who happens to be sporting them. And lest we forget Marvel Studios latest box office triumph, a special collection is in the works to satisfy Rise of the Silver Surfer's enthusiastic fan base. The company's ambitious initial plans for the line, however--involving a "Fantastic 4-pack" which was to include a pair made from a highly flammable fabric, one with a super-elastic waistband, one made from solid brick, and a girl's panty made out of transparent vinyl--were later scrapped in favor of a far simpler, all-blue design featuring the familiar, circled-four logo.[Photo: juvenileclothing.com]
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