Marvel signs Hallmark

Marvel Entertainment has inked a multi-year licensing deal with Hallmark Cards in the social expressions category.

Hallmark has been awarded the rights for the US and Canada to produce and market a wide range of products - including greetings cards and party goods - based on both the classic comic book look of the Marvel Universe, plus product lines inspired by feature films and animated series.

These include Iron Man 2, Thor, The First Avenger: Captain America and The Avengers, plus animated shows The Super Hero Squad, Iron Man: Armored Adventures and Wolverine and the X-Men.

As well as electronic and mobile greetings, Crayola arts and crafts products are also included in the deal.

"The social expressions category is an impactful channel to capture new and existing fans and keep them immersed in our character base," said Paul Gitter, president of consumer products for North America at Marvel Entertainment. "Entering into an expansive relationship with Hallmark - a true thought leader in the industry - enables us to further extend the reach and image of the Marvel brand in a meaningful way."

Karen Mitchell-Layton, Hallmark VP of licensing, added: "Millions of consumers are passionate about Marvel movie and animated series characters. It's important to Hallmark to provide meaningful products to help people celebrate and emotionally connect with each other."