Call it Stan Lee: Homecoming.
In a unique deal, Stan Lee, the beloved co-creator of Spider-Man, Avengers and Hulk who died in 2018, returns to Marvel Studios.
Marvel has signed a 20-year deal with Stan Lee Universe, a joint venture between Genius Brands International and POW! Entertainment to license the Lee name and likeness for use in future feature films and television productions, as well as Disney theme parks, various “experiences” and merchandise.
“It really ensures that Stan will live through digital technology and archival footage and other forms in key locations, the Marvel movies and Disney theme parks,” said Andy Heyward, Chairman and CEO of Genius Brands. “It’s a broad deal.”
Lee was a writer and editor-in-chief for Marvel Comics in the 1960s when, along with artists like Jack Kirby and Steve Ditko, he pioneered the creation of the superheroes that are now the basis for some of the world’s biggest blockbuster films. He also became the company’s ever-smiling public face, a stately position he has held for decades despite changes to his actual job title and responsibilities – and even after officially departing from the company.
Lee has returned to the pop culture spotlight in the 21st century for his cameos, first in Marvel-based adaptations such as Fox’s X-Men and Sony’s Spider-Man franchises, then with Marvel Studios’ ever-growing hit list. When he died, viewers who had never picked up a comic book bonded with him and looked forward to his warm comedy bits.
However, this new deal doesn’t necessarily pave the way for the return of Lee cameos in films, at least not in the way fans have traditionally known them, insiders warn. It’s unclear if the public even has an appetite for seeing Lee resurrected digitally, as actors like Carrie Fisher or Peter Cushing have in certain Star Wars films.
The deal gives Marvel permission to use Lee’s name, voice, likeness and signature in films and television projects, as well as to use images, existing footage and existing audio recordings featuring him. Rights to use Lee’s name, voice, likeness and signature exclusively in theme parks, cruise lines and in-park merchandise were also part of the deal. Audiences and park-goers were able to see Lee appear as figurines and toys, as well as on clothing and stationery.
Genius Brand, a global children’s media company, formed the joint venture with POW!, a media company co-founded by Lee with Gill Champion and Arthur Lieberman in July 2020. Heyward – who has referred to Lee as a mentor and former chairman of DIC Entertainment, home of Inspector Gadget – said he spearheaded the company because after Lee’s death and revelations of conflict in Lee’s final years, “there had to be a steward of his legacy” . The company is now reviewing Lee’s files and processing offers, all through a protective lens.
“The audience adored Stan, and if it was done with taste and class and was respectful of who he was, [uses of his likeness] welcome,” said Heyward. “He’s a beloved personality, and long after you and I are gone, he will remain the essence of Marvel.”
May 5, 9:20 am Updated to reflect that Lee’s likeness is not used in VR and video games.