Hasbro, Marvel will play together through '17


Hasbro will continue making toys for Marvel characters, and Lego will make building blocks based on Disney and Pixar properties.

The Marvel deal announced Tuesday lengthens an existing relationship until 2017 and guarantees Marvel $100 million, with the potential for an additional $140 million depending on the popularity of toys based on Spider-Man, Iron Man, X-Men, Thor and other properties.

Absent Tuesday's deal, Hasbro might have ended its association with Marvel at the end of 2011.

The multiyear deal between Disney and Lego begins with the 2010 release of toys based on "Toy Story," "Cars" and "Prince of Persia: The Sands of Time."

Hasbro's deal with Marvel will help maintain its edge over rival Mattel when it comes to toys based on films. In addition to Marvel superheroes, Hasbro is making toys based on such movies as "Transformers: Revenge of the Fallen" and "G.I. Joe: The Rise of Cobra." (partialdiff)