Pandora collaborates with Marvel on Super Hero jewellery collection

Pandora has announced it is partnering with Marvel on a Super Hero collection of 11 hand-crafted pieces including a bracelet, ring and charms. The pieces will feature Avenger heroes and symbols including Black Widow, Iron Man and Captain America’s shield.

In connection with the jewellery collection, Pandora is also introducing a digital mini game. The goal of the Marvel x Pandora game is to assemble a team of heroes and go on a multi-level mission to save the world, with the chance to win a bracelet once a mission is completed.

Pandora's design team took inspiration from The Avengers’ heroism, strength and vulnerability when creating the collection, with the company working closely with Marvel to create charms that represent each of the super heroes and symbolise both their personalities and values.

The collaboration with Marvel is a way for Pandora to build awareness and drive brand desirability, the jewellery brand said, and is part of its Phoenix growth strategy which sees it investing heavily in its core product platform Moments.

Stephen Fairchild, Pandora’s Chief Product Officer said: “We are proud of our long-standing collaboration with The Walt Disney Company and excited to bring this first ever Marvel x Pandora collection alive. Many of our customers have requested this for quite some time! These heroes excite, entertain and also encourage us to use our voices and powers, without hiding our weaknesses, to make the world a better place. Celebrating what you stand for and the things you love is what connects the Marvel and Pandora universes."

The Marvel x Pandora collection will be available in online and in all 2,600 Pandora stores globally and will be priced in a similar range as previous collections.