Fans of heroes in tights were accustomed to crossing his smile at the bend of a fleeting appearance of his own character with each new blockbuster in the Marvel universe. But today, “Stan Lee [1922-2018]the beloved co-creator of Spider-Man, the Avengers and the Hulk, who died in 2018, is returning to Marvel Studios in a surprise deal,” revealed The Hollywood Reporter. Concluded for a period of twenty years, this “deal” (of which the Californian magazine of reference for the entertainment industry does not reveal the amount), should result in much more than winks in Marvel films.
In detail, it is for the entity owned by the giant Disney to recover from the POW! Entertainment and Genius Brands International full rights to use the comic creator’s likeness.
Asked by the weekly, Andy Heyward, boss of Genius Brands (which, among other licenses, acquired these rights in 2020 and brought them together under the Stan Lee Universe banner with his partner POW) explains that the field of application is vast. : “It’s the guarantee that Stan will continue to exist, using digital technologies, archives and other means, in the spaces that matter most, Marvel movies and Disney theme parks.”
Soon in toy?
Author and publisher, Stan Lee was editor of the periodical Marvel Comics in the 1960s, recalls the Hollywood Reporter. Although he changed roles over time, until he ended up moving away from the parent company in an atmosphere of conflict, he “found himself in the spotlight in the 21ste century thanks to its many cameos” – these flash appearances in the various superhero blockbusters produced by Marvel or Sony. What become a name, and a face, inseparable from the world of comics, even for the uninitiated.
While the specialty title isn’t certain this deal will result in more Stan Lee appearances on the big screen, it does open the way for many kinds of marketing. The agreement stipulates that Marvel is authorized to dispose of “his name, voice, appearance and signature in various film or series projects, as well as images, videos and sound recordings featuring him”. His face and his silhouette could also be used in amusement parks, or even on derivative products. So that we can soon “to see Stan Lee appear as a figurine, a toy, on t-shirts or stationery products”.
According to Heyward, “the public loved Stan Lee” and these new uses of his image “will be well received, if all this is done with good taste and respect for what it was”.