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Popsicle is joining the superhero craze, and the brand has tapped Marvel to help.
As part of a new superhero-themed campaign launching today, Popsicle will launch comic books featuring its orange, cherry and grape-flavored frozen treats as characters designed by Marvel Custom Solutions. The books will be released on June 21.
A preview video introduces the "Flavor Force" trio of Ace Cherry, Popsicle Pete and Mandy Orange, who do battle with "evil" and "not very nice" Lord Weathervane, who, it seems, wants to melt things.
"We think of Popsicle as the original superhero of summer," said Nick Soukas, senior brand building director, ice cream category, for Unilever, Popsicle's parent company.