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Florida Citrus mascot to get a Marvel makeover

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The Florida Department of Citrus is hammering out a roughly $1 million deal for Marvel to give its mascot Captain Citrus a superhero makeover in an effort to market orange juice to teens and children.

The Lakeland, Florida, Ledger reports that the contract, expected to be finalized later this month, calls for Marvel to transform the cartoonish anthropomorphized orange (above) into a buff male superhero who will preach the nutritional benefits of orange juice. The company will publish 1 million comics for free distribution through schools, summer camps and the like, and create an additional two stories to be released online.

Another 2.5 million Captain Citrus inserts will be included in the Blu-ray and DVD release of Captain America: The Winter Soldier, which arrives Sept. 9.

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