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New Era Cap Joins Forces With Marvel to Launch Premiere Super Heroes Collection

BUFFALO, N.Y., May 2 PRNewswire — New Era Cap's signature 59FIFTY is now donning some of most famous and notorious Marvel comic book heroes and villains. New Era, the leading headwear designer and manufacturer, announced today that it has signed a licensing deal with Marvel to launch a new series of caps dubbed the "Super Heroes" Collection. This new series will feature character designs from Marvel's enormous library of world renowned characters with designs that reflect each characters' persona from the comics.

(Photo: http://www.newscom.com/cgi-bin/prnh/20080502/NYF065-a

http://www.newscom.com/cgi-bin/prnh/20080502/NYF065-b )

New Era's first two collections will be focused on the Iron Man and The Incredible Hulk movie events. Iron Man caps are available now in selected retail stores throughout the country as well as online for about $35. The designs feature either Iron Man's face or an image of his hand. In addition, consumers will be able to get the caps in a variety colors and choose from two different fabrics including wool and satin. Go to www.neweracap.com/ironman to check out the caps, see the movie trailer and learn about the story behind Iron Man.

Caps for the Hulk will be available in mid-May at selected retailers as well as online. The designs for this collection focus on the green Super Hero's most famed traits — his eyes and incredible strength.

"We're ecstatic to align ourselves with such an iconic brand as Marvel," said Gerry Matos, Senior VP of Marketing at New Era. "With their vast collection of characters and our signature caps as a canvas, we expect the demand for these caps to be high."

Paul Gitter, President of Consumer Products for North America, Marvel Entertainment, added "New Era is truly an innovator in the headgear category. Their fashion forward designs and strong retail clout will help further present our Super Hero universe to a wide, diverse audience."

New Era will release a Super Hero collection every 2-3 months with a focus on different characters including Captain America, X-Men and the Fantastic Four. New Era will also debut a cap collection in September tied to the action packed theatrical release of The Punisher.

New Era Cap

Founded in 1920, New Era Cap Company, Inc., the leading headwear manufacturer and creator of New Era Apparel, brings to market products that transcend time, culture, sport and fashion. Producing more than 35 million caps per year, New Era is the exclusive manufacturer and marketer of the official on-field cap worn by every Major League Baseball team and their Minor League affiliates and maintaining agreements with other licensed entities. On the street, New Era is known as the Originator of the True Fitted for its signature cap style, the 59FIFTY. Some of the Company's core markets include Action Sports, Children, Fan, Suburban, Women and Fashion/Lifestyle. The Company, headquartered in Buffalo, New York, employs approximately 1,700 people world-wide in New York, Alabama and at its operations in Canada, Europe, Japan and Hong Kong. New Era is a 'Category A' affiliate of the Fair Labor Association.

Marvel Entertainment Inc.

With a library of over 5,000 high-profile characters built over more than sixty years of comic book publishing, Marvel Entertainment, Inc. is one of the world's most prominent character-based entertainment companies. Marvel utilizes its character franchises in licensing, entertainment (via Marvel Studios), publishing (via Marvel Comics) and toys, with emphasis on feature films, DVD, consumer products, video games, action figures and role-playing toys, television and promotions. Marvel's strategy is to leverage its franchises in a growing array of opportunities around the world. For more information visit www.marvel.com.

Marvel and all related characters: TM & (C) 2008 Marvel Characters, Inc. All rights reserved. Iron Man and The Incredible Hulk Movies: (C) 2008 Marvel Film Finance LLC. Super Hero is a co-owned registered trademark.

Contact: Dana Marciniak, New Era Cap Co. (716) 604.9259 dana.marciniak@neweracap.com Philip Crimaldi, DKC (212) 981.5131 philip_crimaldi@dkcnews.com

SOURCE New Era Cap

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