MGA Entertainment is adding the likes of Spider-Man and Captain America to its roster as part of a new licensing deal with Marvel Entertainment.
MGA Entertainment will license Marvel toy and die-cast vehicles under a new multi-year deal.
Under the multi-year agreement, Marvel has granted MGA Entertainment licensing rights to its Superhero universe of more than 5,000 characters, including Spider-man, XMen, The Fantastic Four and Captain America for the die-cast and toy vehicle category. The deal covers the classic comic book look of the characters, upcoming Marvel-inspired films, including Ghost Rider and Spider-Man 3 and Marvel’s pre-school property Spider-Man and Friends.
Best known for its popular Bratz doll line, MGA will develop a range of Marvel Super Hero products, including personality and movie-based die-cast cars and remote control vehicles. Products in the category are rolling out in stores.
Terms of the agreement were not disclosed.
“This agreement will further our mission of extending the reach and retail presence of the overall Marvel brand by teaming with category leaders with the marketing savvy, product innovation and distribution strength to maximize awareness of…Marvel product lines,” said Tim Rothwell, Marvel Entertainment’s worldwide president, consumer media group, in a statement.
Marvel terminated its licensing agreement with Toy Biz Worldwide Ltd., as of Dec. 31— year earlier than the license’s scheduled termination date. As a result, Marvel this year will produce Marvel-branded action figures and other toys normally manufactured by Toy Biz Worldwide.
And just last month, Marvel signed a five-year deal to license Marvel’s lineup of more than 5,000 superhero characters (Xtra Jan. 11). Products will include action figures, role-play and preschool toys, board games and puzzles. The licensing deal starts Jan. 1, 2007
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