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Edition: U.S. Article Comments (0) Email Print Reprints Read Toxic Hungarian sludge spill reaches River Danube | 2:51pm EDT Job losses in 2009 likely bigger than thought 4:21am EDT Hungary spill leaves locals hopeless, anger mounts 11:54am EDT Oil ends down, profit-taking before U.S. payrolls 3:52pm EDT Obama kills foreclosure bill as fury mounts 4:26pm EDT Discussed 87 Super-rich investors buying gold by the ton 70 Racial predatory loans fueled U.S. housing crisis: study 63 U.S. apologizes for syphilis experiment in Guatemala Watched Red faces over top model gaffe Tue, Sep 28 2010 Cleanup after Hungary toxic spill Wed, Oct 6 2010 Fatal floods hit Vietnam Wed, Oct 6 2010 PARIS FASHION WEEK IN PICTURES Best of Paris Fashion Week Sarah Burton for McQueen Louis Vuitton Spring/Summer 2011 Chanel Spring/Summer 2011 It's a bird! It's a plane! It's a hockey superhero! Tweet This Share on LinkedIn Share on Facebook Factbox Factbox: NHL regular season opens October 7 Sat, Oct 2 2010 Related News Blackhawks get new look for Stanley Cup defense Sun, Oct 3 2010 Five players to watch this NHL season Sat, Oct 2 2010 Ambush marketing top concern for sports officials Fri, Sep 24 2010 Many NFL teams hold the line on avg ticket prices Fri, Sep 17 2010 Related Topics Fashion » Entertainment » Lifestyle » Zagat Power Lunches » Stan Lee, co-creator of Spider-Man, poses for media at Fan Expo in Toronto, Canada, August 28, 2010. Credit: Reuters/Jill Kitchener By Ben Klayman DETROIT | Thu Oct 7, 2010 4:24pm EDT DETROIT (Reuters) - Pow! Wap! Goal! The National Hockey League is teaming up with Stan Lee, the co-creator of Spider-Man, Iron Man, X-Men and other iconic comic book heroes, to create a new series of superheroes representing each of the 30 league cities and incorporating hockey elements as a way to market the sport. Under the deal, the NHL and SLG Entertainment, led by Lee's Pow! Entertainment, will form Guardian Media Entertainment LLC (GME) to create 30 "Guardian" superheroes. Starting in January, the new heroes will be used on the Internet, mobile phones, novels and comic books, gaming, in arenas, broadcast, merchandise, and promotional and sponsorship materials. Financial terms were not disclosed, but the characters will be co-owned by the NHL and SLG Entertainment. "It really is important for us primarily for the cultivation of the next generation of fans," Brian Jennings, NHL executive vice president for marketing, said in a telephone interview. "You want to be relevant as a brand and GME is part of our overall marketing mix." Each "Guardian" has been derived from its corresponding hockey team, complete with special powers representative of each team and city, but the heroes are not set in the world of hockey, Jennings said. They will be introduced during the 2011 NHL All-Star Game on January 30 in Raleigh, North Carolina. No word on whether NHL superstars Alexander Ovechkin of the Washington Capitals or Sidney Crosby of the Pittsburgh Penguins are being fitted for black spandex, but the idea will be billed at the New York Comic Con on Friday as Lee's new superhero franchise. "I've always believed that every great plan starts with a great story," Lee said. "In the creation of GME and its unique and unprecedented relationship with the NHL, I truly believe we have the perfect combination." The idea is to appeal to boys ages nine to 14, Jennings said. "The NHL not only brings enormous brand equity to the partnership, but also their built-in audience of more than 70 million fans worldwide and their marketing and distribution channels," GME Chief Operating Officer Mark Terry said. (Reporting by Ben Klayman in Detroit; Editing by Patricia Reaney) Fashion Entertainment Lifestyle Zagat Power Lunches Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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