Marvel Studios has made a 20-year deal with Genius Brands and POW! Entertainment to use the name and likeness of Stan Lee, Comicbook.com reports.

Comic book creator Stan Lee passed away in 2018 at the age of 95. Marvel and Disney have continued to honor him, including recently installing a plaque dedicated to him at Avengers Campus in Disney California Adventure. Lee made cameo appearances in nearly every Marvel movie (in and out of the MCU) since 1989, with his final posthumous appearance being in “Avengers: Endgame.”

Through the deal, Marvel Studios has acquired the rights to use Lee’s name, voice, likeness, and signature in movies, television projects, theme parks, Disney Cruise Line, and in-park merchandise. They can also use existing images, footage, and audio recordings of Lee.

“We are proud to be the stewards of the incredibly valuable rights to Stan Lee’s name, likeness, merchandise, and intellectual property brand,” Andy Heyward, Chairman & CEO of Genius Brands, said. “And, there is no better place than Marvel and Disney where Stan should be for his movies and theme park experiences. As we enter the centennial year of Stan’s birthday, December 28, 2022, we are thrilled to see his memory and legacy will continue to delight fans through this new long-term agreement with Marvel.”

“As Stan’s longtime business partner and friend, I’m looking forward to commemorating his work in this new way,” Gill Champion, President of POW! Entertainment, said. “Building a connection with his fans is important to us and it’s a privilege to get to do that on his behalf.”

As of 2021, Marvel had a policy of not using archive footage of Lee for cameos after he passed away, according to Comicbook.com. This policy may have changed or they may be planning to use his likeness in other ways.

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