Hasbro extends Marvel deal

Firm now gets toy and game rights to portfolio of super hero franchises until 2017.
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Hasbro has revealed that it is to retain the rights until 2017 to make toys and games based on new Marvel and Columbia Pictures theatrical releases and on Marvel's portfolio of super hero brands.

As part of the new deal (the current agreement between the firms runs out in 2011), Hasbro will continue to hold the global rights (excluding Japan) to develop products based on Marvel's universe of over 5,000 characters, as well as Spider-man Merchandising's film and TV properties, into toy and game categories including action figures, role play and pre-school toys, board games and puzzles.

The agreement covers both the classic comic book look of the characters, as well as product lines inspired by the TV series and films.

The licence extension guarantees $100 million in royalties, with the potential to earn up to an additional $140 million in royalty guarantees.

This year will see Hasbro roll out products based on X-Men Origins: Wolverine, as well as classic lines behind Spider-man, Iron Man, Super Hero Squad and the Marvel Universe. The company is also planning releases around Iron Man 2, Thor, The First Avenger: Captain America and The Avengers.

"Hasbro is thrilled to extend our relationship with Marvel and Spider-man Merchandising through 2017," said Brian Goldner, the firm's president and CEO. "As we've seen over the past several years, our licensing arrangement with Marvel and Spider-man Merchandising gives Hasbro an even greater opportunity to expand our leadership position in the boys category."

Simon Philips, president of worldwide consumer products and CEO of animation for Marvel Entertainment, added: "With the huge breadth of new Marvel entertainment offerings coming out over the next few years, we are confident that Hasbro will continue to fully leverage these properties on a global level."

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