Deal Includes Vast Portfolio of Super Hero Franchises including Feature Film, Television and Classic Character Properties

NEW YORK -- July 13, 2009 -- Marvel Entertainment, Inc., a global character-based entertainment licensing company celebrating the 70th anniversary of its founding in 1939, announced today an expansive 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 top-caliber partners.

Pursuant to the new, multi-year license agreement, Hallmark has been awarded 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," said Paul Gitter, President of Consumer Products for North America, Marvel Entertainment. "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."

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

About Hallmark Cards, Inc.

Kansas City-based Hallmark has been helping people communicate, celebrate and connect for nearly 100 years. Hallmark greeting cards and other products can be found in more than 41,500 places in the U.S. alone, with the network of Hallmark Gold Crown stores providing the very best selection. The Hallmark brand also reaches consumers online at Hallmark.com and on television through Hallmark Hall of Fame original movies and the top-rated Hallmark Channel. In addition, Hallmark publishes products in more than 30 languages and distributes them in 100 countries across the globe. The company's Crayola subsidiary provides fun and imaginative ways for children to colorfully express themselves. In 2008, privately held Hallmark reported consolidated net revenues of $4.3 billion. For more information about the company, visit http://corporate.hallmark.com.

About Marvel Entertainment

Marvel Entertainment, Inc. is one of the world's most prominent character-based entertainment companies, built on a proven library of over 5,000 characters featured in a variety of media over seventy years. Marvel utilizes its character franchises in licensing, entertainment (via Marvel Studios and Marvel Animation) and publishing (via Marvel Comics). Marvel's strategy is to leverage its franchises in a growing array of opportunities around the world, including feature films, consumer products, toys, video games, animated television, direct-to-DVD and online. For more information visit www.marvel.com.