Project, in which Lee will help create 30 original hockey-themed superheroes, one for each professional hockey team. These characters, which will have possess powers representative of their city and franchise name, will be rolled out slowly until a larger unveiling at the NHL All-Star Game on January 30 in Raleigh, North Carolina.

“I’ve always believed that every great plan starts with a great story,” Lee said in a statement. “In the creation of Guardian Media Entertainment and its unique and unprecedented relationship with the NHL, I truly believe we have the perfect combination from which to launch 30 new superheroes and excite young fans around the globe.”

Oddly enough, the 30 Guardians will live in a world that exists outside of hockey, concocted from the mind of a 15-year-old fan named Mike Mason, and there will be as-yet-unnamed villains that the Guardians will … wait for it … band together and fight against! And their superpowers will have a direct connection to the team’s name and history. For instance, the Philadelphia Flyers’ Guardian will have the power of flight, the Calgary Flames’ will be able to control fire, and so on. (Perhaps NHL commissioner Gary Bettman will be portrayed as some sort of underhanded, Wild West card shark, but dare to dream.)

It’s part of a concerted effort by the NHL — which has trouble garnering viewers for even marquee events like the Winter Classic — to increase its appeal among tween boys and build a lasting foundational fan base. For that, the league has pinned its hopes on an octogenarian who is only six years younger than the NHL itself. Still, Lee’s track record is legendary, and the league is so optimistic he can bring in new fans, it spent more than a year putting the deal together. Future plans include the introduction of video games and other merchandise centered around the Guardian franchise.

There’s no word if, as part of the deal, the league’s prized chalice will be re-christened the Stan Lee Cup, but if this joint venture blasts TV ratings and revenue projections through the roof, don’t bet against it.

Image: Flickr/edwick, CC

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Authors: Erik Malinowski

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