MUMBAI: Marvel Entertainment, Inc. has inked a licensing agreement with Hallmark Cards, Inc. covering the social expressions category with products such as greeting cards and party goods.

The strategic arrangement with Hallmark furthers Marvel’s category management strategy of consolidating key licensing categories across many Marvel programs with partners.

Pursuant to the new, multi-year license agreement, Hallmark has been given the rights for the United States and Canada to produce and market a wide range of social expression products — many featuring innovation such as lights, sounds and personalization — based on both the "classic" comic book look of Marvel’s globally-known universe of more than 5,000 characters, as well as product lines inspired by feature films and animated series.

These include Marvel Studios’ upcoming feature film releases Iron Man 2, Thor, The First Avenger: Captain America and The Avengers, as well as animated series including The Super Hero Squad Show, Iron Man: Armored Adventures and Wolverine and the X-Men.

The deal encompasses a wide range of social expression products including electronic and mobile greetings, as well as Crayola arts & crafts products.

"The social expressions category is an impactful channel to capture new and existing fans and keep them immersed in our character base. Entering into an expansive relationship with Hallmark — a true thought leader in the industry — enables us to further extend the reach and image of the Marvel brand in a meaningful way," said Marvel Entertainment president of consumer products for North America Paul Gitter.

"Millions of consumers are passionate about Marvel movie and animated series characters. It’s important to Hallmark to provide meaningful products to help people celebrate and emotionally connect with each other," said Hallmark vice president of licensing Karen Mitchell-Layton.