Bringing Latveria to life at New York Comic Con

Bioworld
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Heroes & Villains, the pop-culture lifestyle brand from Bioworld, is partnering with Marvel to bring a new collection inspired by the upcoming Marvel Cinematic Universe film Avengers: Doomsday to New York Comic Con, where an immersive booth designed as a marketplace from Doctor Doom’s homeland will pair convention spectacle with apparel and accessories.

With the movie only months away, the stakes are higher than ever as fans eagerly await the return of Robert Downey Jr., Chris Evans, and Chris Hemsworth to the MCU. With excitement rising for the next installment in the Avengers franchise, Bioworld’s direct-to-consumer brand has raised the stakes with its partnership.

Located at Booth 3071, the newly designed Latverian Marketplace draws on the villain’s castle, with Doom’s flag draped at the entrance and stained-glass-style windows. It uses cobblestone and wood-inspired construction to evoke a worn, old-world setting. But while the environment looks deliberately weathered, the merchandise filling it will be new, comic-inspired, and built with the elevated construction that has become central to the brand’s pitch.

“Exploring storylines from the classic comics through the modern-day MCU, Heroes & Villains is invested in bringing these epic moments to life through product and experience,” Doug Johnson, creative director of Heroes & Villains at Bioworld, said, adding that because “everything has to come together seamlessly—the booth, the product, the experience, and, most importantly, the community,” preparation has been key. “We’ve been preparing for this moment for quite some time, and we’re ready to bring it all to life.”

The New York installation follows the company’s San Diego Comic-Con activation, and although that earlier exhibition centered on a massive recreation of Xavier’s Mansion from the X-Men franchise, the next setting shifts toward the nation of Latveria as Marvel and Heroes & Villains continue turning familiar, fan-favorite locations into immersive experiences.

“After a fantastic San Diego Comic-Con, Marvel is excited to be collaborating with Heroes & Villains again for New York Comic Con,” Sarah Beers, vice president of franchise at Marvel Studios, told Newsweek. “Heroes & Villains and Bioworld are not only bringing fun, fan-centered product, but also extending the experiential booth design on the show floor, helping to bring attendees into the Marvel Universe.”

Heroes & Villains’ collection will span jackets, shirts, backpacks, luggage, caps and additional categories. All of Marvel’s major teams are represented for the massive tentpole event, with featured products including a Dr. Doom Varsity jacket, a Dr. Doom backpack, a Fantastic Four jacket, and an X-Menbomber jacket, with additional convention-exclusive items available to attendees. Select products from the brand’s new Avengers: Doomsdaymerchandise will also be available for purchase online at Heroesvillains.com, priced from $30 to $250.

For Bioworld, New York Comic Con, which takes place October 7-11 at Manhattan’s Javits Center, is also a test of how an established licensing business can move beyond merchandise and use storytelling and physical experiences to build a longer relationship with fans.

“Our partnership with Marvel demonstrates what’s possible when licensing evolves beyond product and becomes a platform for deeper consumer engagement,” Jennifer Staley, senior vice president of licensing at Bioworld, said. “It gives us a direct connection to the consumer, allowing us to better understand what resonates and respond to fandom in real time.”

That connection to the fandom, Jason Mayes, Bioworld’s senior director of marketing and intellectual property, said, matters because consumers encounter brands across “culture, content, commerce and community,” and, as those touchpoints increasingly overlap, companies must react quickly without losing the cohesion that makes an experience memorable. “Our goal isn’t simply to reach consumers; it’s to create meaningful connections that turn moments of fandom into lasting brand relationships.”

Avengers: Doomsday hits theaters on December 18, 2026.

Contact Newsweek editors on this story: Dionne Grant and Sam Wilson.

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