JEWELRY, ASSEMBLE: Doctor Strange will be the first Marvel character to return to the screen in May, but the Avengers are already assembling – at Pandora.
The affordable jewelry brand and publisher are teaming up for a collection featuring superheroes, launching February 17.
“These heroes excite us, entertain us and also encourage us to use our voices and powers, without hiding our weaknesses, to make the world a better place,” said Pandora Chief Product Officer Stephen Fairchild, noting that “celebrating what you represent and the things you love” as a common trait between the jeweler and Marvel characters.
The 11-piece capsule, which is part of the jewelry brand’s main Moments collection, will include a bracelet, an “Infinity Gems” ring and charms depicting the superheroes or an easily recognizable symbol, executed in metal and enamel.
Black Panther, Hulk, Captain America’s shield or the Infinity Gauntlet will also be engraved with a signature evoking the character, while the Avenger logo appears on the bracelet clasp.
In addition, fans will also be able to try their hand at saving the world – and win a Pandora bracelet – thanks to a dedicated mini-game which will be launched at the same time as the jewel’s release.
Rolling out online and in all 2,600 Pandora stores worldwide, the Marvel x Pandora collaboration is priced the same as similar items from the brand, with charms priced between $39 and $79.
The accessible jewelry brand has collaborated with The Walt Disney Company since 2014, with designs ranging from Minnie Mouse and Cinderella’s pumpkin carriage to Star Wars droid heroes.
This launch is part of an ambitious growth strategy unveiled last year, which includes doubling revenues in the United States and tripling sales in China by 2023, improving the conversion of core product lines through in part to a greater focus on personalization and digital, as well as recruiting younger consumers.
Pandora also relaunched its revamped Me line last fall, followed by a night out in New York with faces Addison Rae and Charli XCX.
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