DC Comics Super Heroes Team Up with Kraft Macaroni & Cheese

Posted on January 6, 1998

DC Comics and Kraft Foods Inc. have entered into a licensed product and promotions agreement. The agreement, for a new KRAFT Macaroni & Cheese, DC Comics Super Heroes edition, is the first to involve so many DC Super Heroes. Superman, Batman, Wonder Woman, Robin, Green Lantern, The Flash, Aquaman and Batgirl will all be featured. The new product is scheduled to launch in late January 1998, and will appear on grocers' shelves beginning in March.

In a first for KRAFT Macaroni & Cheese, the product will feature three different packaging graphics treatments. Each package features one of three lead characters, Superman, Batman or Wonder Woman, with all eight DC Super Heroes pasta shapes in every box of the KRAFT Macaroni & Cheese, DC Super Heroes edition. The pasta shapes represent the Super Heroes' logos. Additionally, three different sets of Super Heroes bios will appear on the package backs.

KRAFT Macaroni & Cheese and the DC Super Heroes are some of America's most loved and well-known brands with kids and moms. "What could be more all-American than combining DC Comics Super Heroes and KRAFT Macaroni & Cheese ... both icons of popular culture," said Joel Ehrlich, senior vice president of promotion, DC Comics and Warner Bros. Consumer Products.

Other plans for the DC/KRAFT alliance include special club multi-packs, with six- and 12-packs of the DC Shapes product. These multi-packs will include a free DC comic book (Batman Adventures, Superman Adventures or Adventures in the DC Universe) and a special DC Comics subscription offer.