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Marvel deal won’t hurt Hasbro-Discovery venture

10:16 AM EDT on Wednesday, September 2, 2009

By Paul Grimaldi

Journal Staff Writer

PAWTUCKET — A Hasbro Inc. spokesman says the Pawtucket toymaker’s deal to create a new TV network won’t be hurt by Monday’s announcement that Walt Disney Co. will acquire Marvel Entertainment Inc.

Disney said that it will buy Marvel, which owns comic book characters such as Spider-Man and Iron Man, for $4 billion in cash and stock.

Hasbro landed a five-year licensing agreement in 2006 with Marvel that allows the nation’s number-two toymaker to sell Marvel-based puzzles, games and action figures. Marvel will receive $205 million in royalty and service-fee payments from Hasbro.

In May, Hasbro moved deeper into the entertainment business, joining with cable-TV’s Discovery Communications to create a network with programming based on Hasbro’s toys and games.

Hasbro has reaped major rewards from video entertainment, having pulled in nearly $1 billion from the blockbuster Transformers movie and sales of related products.

With a movie based on Hasbro’s iconic G.I. Joe toy line still in theaters, a Paramount Pictures executive already has said that strong performance of G.I. Joe: The Rise of Cobra has led the studio to approve a G.I. Joe sequel with the same cast.

In its joint venture with Discovery, Hasbro has a 50-percent stake — worth $300 million — in a plan to reformat the 13-year-old Discovery Kids channel, putting programs based on G.I. Joe, My Little Pony and other toy lines onto the channel, which is expected to get a new name.

Wells Fargo stock analyst Tim Conder said in a research note to investors that Disney’s deal for Marvel could put a wrinkle in Hasbro’s plans for programming on the new Discovery channel.

“It is highly likely that Disney will want to retain Marvel-related programming content for its own channels of distribution,” Conder noted.

But Hasbro spokesman Wayne Charness said the characters covered under its license with Marvel aren’t the only ones around which the toymaker could craft storylines for the Discovery venture.

“They certainly are only one of the many potential sources for TV content,” Charness said.

pgrimald@projo.com

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