The Florida Department of Citrus is in the final stages of negotiations on a roughly $1 million contract with comic book publisher Marvel Worldwide Inc. to create a new Captain Citrus character to market orange juice to pre-teens and teens.
Marvel will remake the current Captain Citrus - which is essentially a life-sized representation of an orange - into a buff superhero similar to his comic book and movie namesake.
Captain Citrus will transform from a gender neutral character to a male superhero.
Marvel will create and publish 1 million copies of a print comic book for free distribution to children.
The Lakeland Ledger reports that the Citrus Department and Marvel hope to kick off the new Captain Citrus this fall in Times Square.