Rubies’ Success Soars with Superman Launch and New Partnerships
DC Studios is embarking on a journey to relaunch the Superman universe and franchise. To begin, Warner Bros., (the parent company of DC Studios) has released a new Superman movie, directed by filmmaker James Gunn, which delivers a fresh approach to a storyline that has captivated audiences since 1978. This direction is set to expand Superman’s audiences and demographics and expose the character to new generations, while embracing the core fanbase and nostalgia of the character. The movie was voted one of the most anticipated summer movies per Fandango's 2025 Moviegoing Trends & Insight Study of more than 5,000 moviegoers. And according to Variety, it met expectations as “Superman,’ the newly rebooted comic book adventure starring David Corenswet as the Man of Steel, flew to $125 million in its first weekend of release.
To enhance the excitement for the new movie, Warner Bros. Discovery, has partnered with Rubies Masquerade to reinvigorate Superman merchandise by producing visually stunning ensembles and accessories that are directly inspired by on-screen costumes, faithful to source material and allow people to immerse themselves deeper into the Superman universe. These high-quality ensembles feature modern elements, cushioned chest pads and removable capes, aiming to set them apart from other offerings on the market. Plus, there are ensembles available for the entire family to wear – moms, dads, kids and even pets – to go “up, up and away!
Alongside ensembles, Rubies is collaborating with Warner Bros. Discovery on a U.K. marketing campaign for Superman. The UK marketing campaign works in conjunction with Rubies’ two-year Super Summer campaign and curates a series of activations and experiences to elevate the retail experience and generate buzz around a variety of products. The campaign also provides retailers with the marketing support needed to engage consumers and maximize the impact of product launches.