All American Licensing signs Stan Lee’s Pow! Entertainment

The licensee will develop a range of branded products based on the legendary comic book creator’s likeness, name, signature and ‘Excelsior!’ catchphrase

Written by Rhys Thomas

Posted 12.08.2019 | Entertainment

All American Licensing signs Stan Lee’s Pow! Entertainment thumbnail

All American Licensing has inked a deal with Stan Lee’s Pow! Entertainment, Inc. to develop a portfolio of branded products based on the legendary comic book creator’s name, likeness, signature and famous catchphrases such as ‘Excelsior’.

The comic book creator was behind many of the Marvel characters and stories which continue to entertain audiences around the world, and have gone on to generate more than $25bn in retail sales. But Stan Lee also became a famous figure in his own right, known as the King of Cameos with close to 100 walk-on appearances in movies and TV shows, up until his death in November 2018.

“At Stan Lee’s Pow! Entertainment, we don’t have a strategy – we have a mission and that is to ensure Stan’s iconic legacy lives on forever through his fans for generations to come,” says Gill Champion, Stan’s long-time friend and President and co-founder of Stan Lee’s POW! Entertainment. “We’re thrilled to have partnered with the team at All American Licensing, and I have no doubt with their help we can achieve our mission.”

Tim Rothwell, co-founding partner at All American Licensing, says: “As a former president of Marvel Entertainment Consumer Products Group, we’ve appreciated the amazing global impact that Stan Lee has made on our licensing industry and All American Licensing is excited to continue with his legacy in the marketplace.”

With new partners on board, including most recently Madame Tussauds, which is creating a brand-new Stan Lee figure debuting in late 2019 or early 2020 at either the London or New York locations, all Stan Lee-related merchandise creates $1 billion revenue annually.


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