The prepaid debit card market has exploded in the United States and issuers are now using celebrities to help promote these products. In the past few years, the Kardashians, Magic Johnson, Justin Bieber and even cartoon characters have been trying to convince mostly younger adults to sign up for a specific prepaid card.
Some have questioned the ethics of using celebrities to promote financial products to a younger audience.
This is not just happening in the United States.
In Malaysia, young adults can now get a Superman debit card.
Warner Brothers and the Malayan Banking Bhd--Maybank--have joined forces to offer a new debit card featuring superhero "Superman." It will be a Visa card and be introduced sometime in the first quarter of this year.
The bank is very forthcoming in the card's targeted audience.
"The card is especially aimed at wooing teenagers and young adults to consider debit as a mode of payment within the context of their lifestyle needs as well as adopting good financial management practices," the bank said in a statement.
The supply of these cards will be limited. Cardholders will also receive special discounts on Warner Brothers products.