Kartoon Studios announced on August 18, 2025, the rapid commercial expansion of its legendary Stan Lee intellectual property (IP). This initiative is dramatically scaling the Stan Lee consumer products business under the leadership of former Marvel EVP Bob Sabouni, who now oversees The Stan Lee Legacy Program.
The expansion is marked by a series of high-value brand partnerships, including new deals with Madame Tussauds, Panini Publishing, and Topps. These collaborations underscore the long-term market potential of the Stan Lee brand and its ability to attract iconic collaborators and multi-generational fans.
Kartoon Studios continues to leverage its existing Marvel film and Walt Disney Company theme park licenses, which were obtained from the company. This strategy aims to convert Stan Lee’s cultural equity into ongoing revenues and long-term shareholder value through a diversified consumer product portfolio.
Bob Sabouni, with over two decades of brand licensing expertise, is expected to announce another dozen licenses in various categories before year-end. The Stan Lee Universe initiative also benefits from a direct-to-consumer marketing engine with over 30 million followers across Instagram, Facebook, X, YouTube, and TikTok, supporting product launches and brand collaborations.
This commercial expansion is also set to support the rollout of Stan Lee superhero IP, starting with 'The Excelsiors,' which is debuting by year-end in graphic novel form and later in media. The Stan Lee Universe is expected to emerge as a cornerstone growth driver across the company’s consumer products, media, and experiential verticals.
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