Stan Lee, creator of Spider-Man and other comic heroes, has scored a partnership with The National Hockey League to form Guardian Media Entertainment, a new super hero franchise platform.

The new business venture will support the launch of Lee's latest super hero property The Guardian Project, which includes 30 Guardians, one to represent each NHL team. The characters will incorporate some NHL elements, such as special powers reflecting the team and city, however they will not be set in a hockey world. The Guardians will be revealed on Jan. 30 in Raleigh, N.C., during the 2011 NHL All-Star Game.

The Guardian Project is being developed into a number of categories, including online, mobile, publishing, gaming, in-arena, broadcast, merchandise and promotional and sponsorship activities.

"I've always believed that every great plan starts with a great story," says Lee. "In the creation of Guardian Media Entertainment and its unique and unprecedented relationship with the NHL, I truly believe we have the perfect combination from which to launch 30 new super heroes and excite young fans around the globe."