Sears Breaks Guinness Record In Superman Tie-In

By Alan Wolf On Jun 7 2013 - 12:54pm

A caped Ron Boire, president of Sears and Kmart, accepts a world record certific
A caped Ron Boire, president of Sears and Kmart, accepts a world record certificate from Guinness’ Philip Robertson at Sears headquarters for assembling the largest gathering of people dressed as Superman. The event highlighted the retailer’s marketing tie-in with this month’s release of “Man of Steel.”

Hoffman Estates, Ill. — Sears Holdings heralded its marketing tie-in with the forthcoming movie “Man of Steel” by hosting the largest ever gathering of people dressed as Superman.

The event, held here earlier this week, drew 566 costumed employees, earning Sears a Guinness World Record.

The retailer’s marketing pact with Warner Bros. Pictures includes a free Superman comic book, a sneak peek at film footage and a “Man of Steel” sweepstakes, which are all exclusive to members of Sears’ “Shop Your Way” loyalty program.

Conversely, the film itself weaves a Sears store and the chain’s private-label Kenmore and Craftsman brands into the storyline. In the movie, Superman’s dad works at a Smallville Sears store, vintage Kenmore appliances appear in the Kent kitchen, and Craftsman tools can be seen in the family’s barn, in what the partners described as “a retail theatrical integration.”

 “We wanted to ground Superman in a reality that the audience could understand, with iconic American locations, like Sears, to make the film feel as authentic as possible,” said “Man of Steel” director Zack Snyder.

Added Imran Jooma, president of marketing, online and financial services for Sears Holdings: “Sears and Superman are two iconic brands that embody American culture.”

Sears’ tie-in promotions can be found online at


Alert to All Users of the Disqus commenting system:

Because of a recent global security issue, the Disqus website recommends that all users change their Disqus passwords. Heres a URL about the issue:








Enjoy the greatest pictures taken from famous shows and events this year.

Current Issue


This TWICE webinar,  hosted by senior editor Alan Wolf, will take a look at what may be the hottest CE products at retail that will be sold during the all-important fourth quarter. Top technologies, market strategies and industry trends will be discussed with industry analysts and executives.