If there is any kind of shock, it's that the renewal came so soon. The companies are really just three years in on the original five-year deal. Toy companies like to plan out their release strategies well ahead of the telltale holidays, but there wasn't a lot of urgency behind a deal good through 2011.
The extension will feed Marvel's coffers. It guarantees between $100 million and $240 million in royalties, depending on Marvel's slate of marketable theatrical releases.
The original deal has been a winner for both companies. Marvel can concentrate on transforming its arsenal of comic book legends to the big screen, leaving toymaker Hasbro to do what it does best.
However, I keep wondering if the reason why Hasbro enjoys warming up to Marvel is that, deep down inside, it's stealing pages from the Marvel playbook.
It's a compliment, I assure you.
Transformers was a mostly nostalgic toy and entertainment property in Hasbro's portfolio, until Viacom
It's not the only Hasbro toy line being updated at the multiplex. G.I. Joe: The Rise of Cobra hits theaters in August, giving Hasbro cinematic bookends during the popular summer movie season.
There's plenty at stake. Many saw the 2007 flick's success as a win for more than just Viacom, as General Motors
So, what's next Hasbro? Marvel's pipeline is rich with fresh X-Men and Iron Man installments in the works. The fan boy buzz is already building for Thor, Captain America, and The Avengers.
As long as we're not getting Mr. Potato Head as an action hero or a feel-good sport movie with Nerf footballs, I'm right behind you, Hasbro. Be the Marvel.
Let's play a game with some more recent headlines: