At the AlwaysOn OnHollywood conference, Coveroo unveiled additions to its line of custom replacement cell phone covers -- superheroes and basketball stars.

Coveroo now officially licenses artwork brands including Marvel Entertainment Inc. and the National Basketball Association. In addition, Coveroo announced a HighColor process that yields color imagery on consumers' mobile phone cover with more than 65,000 colors.

"These brands have large, very loyal followings and wish to expand the ways their fans can express their affinity to the brand," said Karl Jacob, CEO of Coveroo, San Francisco. "The strategy is to create designs that Coveroos consumers will love and distribute them through our current channels and new channels that these deals open up.

"The target demographic is 18-35, but clearly both brands are almost universal in appeal," he said.

Coveroo was founded in October 2008 by industry veterans including Karl Jacob, Ben Katz and Mark Halstead. It is funded by Bay Partners, Norwest and Microsoft.

The licensing agreement with Marvel Entertainment initially includes characters such as Captain America, Spiderman, The Hulk, Thor and Wolverine -- a timely addition given the forthcoming X-Men movie release on May 1.

The deal with the NBA includes the ability for fans to choose from all 30 NBA team logos and current NBA superstars when creating a sporty Coveroo that best represents their fanhood.

In addition to Marvel and the NBA, Coveroo offers an existing library of officially licensed artwork that consists of more than 1,000 different design choices.

A Coveroo replaces the original back cover on a mobile device with a custom version that features artwork from bands, TV shows, movies, artists or consumers' own creation.

Consumers can go to http://www.coveroo.com to choose a phone model and select their desired design or pick from a variety of fonts to have their name or initials personalized.

Coveroo will hand-craft a new back cover for consumers' phones and send it to them.

Once received, they can slip off the old back cover and replace it with their Coveroo.

Coveroo also now offers a send-in personalization service for almost any device, including the Apple iPhone 3G, Nintendo DSi, PDAs, MP3 players and laptops.

Within 24 hours after contacting the company online, Coveroo will email each consumers a shipping label. They then send Coveroo their device for personalization, which typically takes one or two business days. Consumers can select their preferred shipping option at checkout.

Coveroo early-adopters include a growing list of celebrities such as Benji Madden, Cuba Gooding Jr., Cynthia Nixon, David Katzenberg, Dustin Hoffman, Eva Longoria, Eve, Felicity Huffman, Hayden Panettiere, Jessica Alba, Kate Bosworth, Maggie Gyllenhaal, Maria Menounos, Mario Lopez, Molly Sims, Naomi Watts, Nicky Hilton, Paris Hilton, Penn Badgley, Tyrese Gibson, Tyson Beckford and William H. Macy.

Prices range from $9.95 to $59.95, depending upon a consumer's phone model and design choice.

The color option will first be exclusively available for the new Marvel and NBA designs, along with the existing UCLA, Garfield, Hot Wheels, Star Trek, Streetfighter IV and Resident Evil 5 artwork.
Coveroo's full offering will be available for color processing by Memorial Day.

This also includes artwork for fans of 24, Barbie, Beverly Hills 90210, Charmed, Cheers, CSI, David & Goliath, Dexter, Domo, Easy Rider, Family Guy, Ghostbusters, Graduation, Jeff Dunham, Juno, Marilyn Monroe, Married With Children, Memories of a Geisha, President Obama, SpongeBob, Stargate, Superbad, The Godfather, The L Word, The Simpsons, The Tudors, Todd Harris Goldman and U.S. Military branches.

Available from the Coveroo Web site are designs for more than 150 phone models, including the AT&T Quickfire and Tilt; the Blackberry Bold, Curve, Pearl, Storm and 8830 World Edition; the HTC Dash, Fuze, G1, Touch and TyTN II; the LG 8360, Chocolate, CU515, CU920, Dare, Decoy, Incite, Invision, Lotus, Rumor, Shine, Voyager and VU; the Motorola C168i, MOTO, Q, Rapture, SLVR L6 & L7, RAZR, U6, V180, V220, W385 and W755; the Nokia 2630, 6550 and Intrigue; the Palm Centro and Treo; the Pantech C610, C630, Matrix and Slate; and the Samsung A737, Ace, Alias, Blackjack II, Eternity, Instinct, Omni, Rant, SCH-A777, U340, U410 and U430.

Apple iPods with a Coveroo are also available for resale directly from the site.

"The marketing strategy includes social media, press and targeted marketing campaigns," Mr. Jacobs said. "Both partners will help market the products."