Marvel, Hallmark enter partnership

Marvel Entertainment has entered a "strategic licensing alliance" with greeting card company Hallmark Cards.

Under the agreement, the card manufacturer has access to Marvel IPs to produce merchandise in the social expressions category, such as greeting cards and party goods.

Hallmark will have the rights to more than 5,000 characters from the firm's comic books, as well as product lines inspired by feature films and animated series, including upcoming cinematic releases Iron Man 2, Thor and Captain America.

"The social expressions category is an impactful channel to capture new and existing fans and keep them immersed in our character base," said Marvel's head of products Paul Gitter. "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."

Hallmark vice president of licensing Karen Mitchell-Layton added: "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."

The multi-year deal only applies in the US and Canada.