Future Group strikes co-branding deal with Marvel

The Kishore Biyani-promoted Future Group has recently announced a co-branding deal with Marvel, a part of The Walt Disney Company, to create new categories in the kids' personal care segment. As per the deal, a kids’ range of handwash products is expected to be launched soon, under its private brand Caremate with Marvel characters like Snow-white and Spiderman. Future Group is already having a co-branding deal with Walt Disney for its Tasty Treat brand comprising cereals and jam. The Walt Disney Co is the creator of iconic characters such as Mickey Mouse and Donald Duck. The Company, in 2009, had acquired Marvel Entertainment for about USD 4-billion.