The “Summer of Superman” is officially underway as Warner Bros. Discovery Global Consumer Products (WBDGCP) prepares to celebrate DC Studios’ hugely anticipated feature film, “Superman.” Launching globally on July 11, the film from Warner Bros. Pictures and writer, director and producer James Gunn has the full backing of U.K. retail with unmissable takeovers now rolling out in stores and online. 

HMV, a retailer for film, television and pop culture merchandise, is live with a full program showcasing the movie and licensed products that target the ‘kidult’ market. For the first time in HMV’s 104-year history, the retailer’s famous canine icon has been given a new DC superhero makeover with Superman’s sidekick Krypto replacing Nipper the Terrier, which is synonymous with the store. This logo is featured on the signage at HMV’s Oxford Street flagship store and across its online store. 

The logo hijack is just one part of a synergistic collaboration between WBDGCP and HMV, which will see the store transformed for a series of fan and community-oriented events throughout July to build excitement for Superman’s long-awaited return to the big screen. Some events will take place in stores nationwide, including a dedicated fan event at HMV Oxford Street in London on July 11. James Gunn, also the co-chairman and chief executive officer of DC Studios, raised the curtain on proceedings on July 1 with a special appearance at HMV’s flagship retail store on Oxford Street for a Q&A session with film critic Helen O’Hara for 200 fans.  

Toy specialist, The Entertainer, leads the heroic retail outreach to parents and kids, leaning into the family and cross-generational appeal of the franchise. Superman products flying into 160+ stores across the U.K. include new lines from Spin Master, Fisher Price, Funko and Jazwares.  

The campaign is further brought to life with branded window displays in 120 stores, a more than 6-ft. Superman standees and exclusive private screenings of “Superman” for five winning customers and up to 20 of their family and friends. 

“We’re delighted to see our retail and licensee partners celebrate the upcoming release of Superman on the big screen this summer,” says Rachel Wakley, senior vice president, general manager, UK and Ireland, Warner Bros Discovery. “Our multifaceted collaborations, including the amazing takeover of HMV’s Oxford Street store, allow us to deliver this iconic franchise to U.K. audiences, generating excitement among 'Superman' fans both old and new.”