Hasbro became Marvel’s main toy licensee after Toy Biz in 2006.
The agreement gave Hasbro broad rights to develop toys based on Marvel characters, including action figures, role-play products and other categories. It followed the end of Toy Biz’s long period as Marvel’s principal toy partner.
The change coincided with Marvel’s expanding entertainment business and the growing importance of coordinated character merchandising. Hasbro subsequently continued producing major Marvel lines, including Marvel Legends, after acquiring the relevant rights.
Toy Biz remains closely associated with classic Marvel action figures, which is why the two companies are often confused. Toy Biz launched Marvel Legends, but Hasbro became the principal licensee in 2006 and carried the line into the modern era.