Superman - Merchandising

Superman became popular very quickly, with an additional title, Superman Quarterly quickly added. In 1940 the character was represented in the annual Macy's parade for the first time. In fact Superman had become popular to the extent that in 1942, with sales of the character's three titles standing at a combined total of over 1.5 million, Time was reporting that "the Navy Department (had) ruled that Superman comic books should be included among essential supplies destined for the Marine garrison at Midway Islands." The character was soon licensed by companies keen to cash in on this success through merchandising. The earliest paraphernalia appeared in 1939, a button proclaiming membership in the Supermen of America club. By 1940 the amount of merchandise available increased dramatically, with jigsaw puzzles, paper dolls, bubble gum and trading cards available, as well as wooden or metal figures. The popularity of such merchandise increased when Superman was licensed to appear in other media, and Les Daniels has written that this represents "the start of the process that media moguls of later decades would describe as 'synergy.'" By the release of Superman Returns, Warner Bros. had arranged a cross promotion with Burger King, and licensed many other products for sale.

Superman's appeal to licensees rests upon the character's continuing popularity, cross market appeal and the status of the "S" shield, the stylized magenta and gold "S" emblem Superman wears on his chest, as a fashion symbol.

The "S" shield by itself is often used in media to symbolize the Superman character. It has been incorporated into the opening and/or closing credits of several films and TV series.