Ultimate Sports currently produces comic books based on sports heroes. They are supposedly working on deals to do things such as toys and animated stuff as well.
I believe they currently have deals with the NBA players association, MLB players association and are trying to get others.
The question is can they do what Marvel wasn't able to and survive the incredibly cyclic comic book market. They have some things going for them in that by attaching their product to sports heroes they have a cross-over support base from which to draw. This could turn out to be a strength that lessens the impact of the boom/bust phenomenon that encompasses almost all collectible type markets, eg comic books, baseball cards, beanie babies etc.
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