Company News

Circle K Partners With DC Superheroes

New promotion includes collectable HeroBadges, plush toys and more
superheroes at Circle K Couche-Tard
Image courtesy of Circle K

Circle K is teaming up with Warner Bros. Discovery Global Consumer Products and tcc Global on a 360-degree DC HeroBadges campaign online and in stores across the United States. Circle K is offering 24 limited-edition DC HeroBadges with every $10 purchase, including fuel. The licensed decals—washable and collectible textured stickers in the image of popular DC Superheroes and Super-Villains—are available at participating Circle K stores nationwide through Oct. 31.

In addition to the in-store rewards, customers are encouraged to scan their HeroBadges on to enter for a chance to win a trip to Warner Bros. Studio Tour Hollywood in California or one of the weekly DC Superhero swag prizes, including items like skateboard decks, throw blankets and more.

The journey continues on the Circle K website, where users can play DC-themed match-and-win games for a chance at in-store prizes. Additionally, licensed DC plush toys of Superman, Batman, Wonder Woman and Harley Quinn are available for purchase in select stores.

“From Superman’s cape to The Joker’s mischievous grin, HeroBadges perfectly capture the essence of beloved DC characters, and we’re thrilled to give Circle K customers a way to collect and show off their favorites on their water bottles, laptops, phones and more,” said Melissa Lessard, head of North American marketing at Circle K. “This collaboration between DC and Circle K allows people of all ages to express their fandom and spread the excitement with friends and family.”

Circle K and DC are partnering with tcc Global to provide customers with a DC experience across all of Circle K’s touchpoints. tcc Global, a multinational marketing firm with long-standing relationships with both DC and Circle K, deployed a variety of resources, including strategy, design, digital gamification and rewards development, to create a unique offering for Circle K’s customers.

“We’re excited to collaborate with two premier brands---Circle K and DC—on this 360-degree marketing campaign. The emotional appeal of DC’s iconic characters resonates with Circle K’s loyal customer base,” said Dan Dmochowski, president of North America for tcc Global. “Thousands of Circle K stores are coming alive with DC imagery and millions of customers are engaging with the brands both online and instore.”

Circle K is a retail brand of Alimentation Couche-Tard, Laval, Quebec. Couche-Tard operates in 25 countries and territories, with more than 14,400 stores, including more than 7,000 stores in the United States.

  • Alimentation Couche-Tard is No. 2 on CSP’s 2023 Top 202 list of convenience-store chains by store count.

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