Huffy® Enters Strategic Relationship with Marvel Entertainment for Upcoming Movies and Classic Properties

Innovative Products Planned for Retail in 2011 and 2012

Mar 31, 2011, 19:00 ET from Huffy Corporation

CENTERVILLE, Ohio, March 31, 2011 /PRNewswire/ -- Huffy Corporation, the most widely recognized consumer brand in the bicycle industry, recently announced a licensing agreement with Marvel Entertainment, LLC, a global character-based entertainment licensing company, to produce products for five popular Marvel properties. Huffy will support Marvel Studios' upcoming Thor, Captain America: The First Avenger, and Marvel Studios' The Avengers movies with products at select online and brick and mortar retail outlets in the U.S. and Canada. Huffy bicycles and scooters for Spider-Man Classic and Marvel Heroes are in development and will be available to the same retailers. The agreement marks the first partnership of the two renowned brands.

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"Marvel has several exciting years planned and we couldn't be more pleased to be a part of their endeavors," says Ray Thomson, Executive Vice President of Marketing, Huffy Corporation. "Marvel has great characters and storylines which are very relatable with boys today."

Paul Gitter, President of Consumer Products for North America, Marvel Entertainment, added, "We are very happy to be working with Huffy – a trusted brand in the marketplace – on this exciting line of bicycles and scooters featuring our legendary Super Heroes. We are continuing to expand our licensing program across an array of categories with unique products that appeal to both parents and children."

"The Huffy design and development teams created exciting products which convey the action and dynamics of the Marvel Thor and Captain America movies. Reaction from retailers to the new bikes and scooters has been great, with the Thor products already available at online retailers," says Thomson.

Timing for unveiling the new Huffy bicycles and scooters to support the various Marvel movie launches is based on each movie release date. The Marvel Thor movie wheeled goods products are just being released, in anticipation of the movie release on May 6. The Marvel Captain America: The First Avenger movie products will be at retailers in early summer, with the movie release on July 22. Consumers will find Huffy products for Marvel Studios' The Avengers movie at retailers in spring 2012.

The Spider-Man Classic and Marvel Heroes products from Huffy will be in select retail outlets in mid-2011. These products will combine the timeless Marvel Super Heroes with the innovative Huffy bicycle brand for the first time.

Leader in Wheeled Goods Licensing

The Marvel opportunity is a continuation of Huffy's leadership position in licensing for wheeled goods products. Huffy has a longstanding relationship with Disney, with products in each of its juvenile categories such as bicycles, trikes and scooters.

About Huffy Corporation

Huffy Corporation is a private company with more than a hundred years of experience in the bicycle business. Its bikes are hallmarks of innovative design, high-quality components, proven durability and time-tested performance. The company offers products for all ages from tricycles, scooters and children's bicycles to BMX, mountain, cruiser and commuter bikes. For more information, visit:

About Marvel Entertainment, LLC

Marvel Entertainment, LLC, a wholly-owned subsidiary of The Walt Disney Company, is one of the world's most prominent character-based entertainment companies, built on a proven library of over 8,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in entertainment, licensing and publishing. For more information, visit:

For Huffy:
Blake Matthews
Brunner PR

For Marvel:
Callie Burrows
DKC Public Relations

SOURCE Huffy Corporation