LA-based Genius Brands International is planning a wide consumer products program around the Stan Lee Universe that will kick off with a direct-to-retail range of print-on-demand apparel from Hot Topic next month to coincide with the late comic book creator’s 100th birthday.

Genius has been busy building up a roster of licensing partners for this ancillary push, including collectibles manufacturers Funko, Sideshow and Iron Studios. It also has deals in place with toycos Mighty Mojo and Mego, plus UK-based poster and art print publisher Moor Art Gallery. All of these licensees will start rolling out their merch lines in early 2023. 

The company is committed to building out the Stan Lee Universe brand, which includes the iconic creator’s likeness and a collection of his unexplored IPs and ideas. In March, Genius signed a 20-year deal allowing Marvel Studios and Disney to use Lee’s name and likeness in future films and shows. This partnership also gives Disney the rights to create and sell new lines of Stan Lee merchandise in its theme parks. 

Beyond Lee’s likeness, Genius also manages the global rights to nearly 150 unmined characters and ideas he created after he left Marvel in the ’70s.