Marvel Studios has licensed Stan Lee’s likeness from Genius Brands International in order to create new content celebrating the famous comic book author’s life and work.

As Genius owns the rights to Lee’s likeness, and Marvel continues to create new movies and TV series based on Lee’s work, the companies are also exploring other ways to collaborate on content, according to a release. This is the first partnership between Genius and Marvel.

LA-based Genius Brands acquired rights to the comic icon’s likeness and more than 100 Lee-created IPs from POW! Entertainment last year. Genius and POW! had previously co-produced animated preschool series Stan Lee’s Superhero Kindergarten (52 x 11 minutes), which Chinese streamer Youku will premiere this spring.

Lee died in 2018 at the age of 95. Had he lived, he would have turned 100 in 2022, and licensing his likeness gives Marvel the opportunity to create content that celebrates Lee and his legacy, according to the release.

The comic creator has been known to pop up in a lot of Marvel content. Lee had a cameo in almost every Marvel movie made in recent history, from X-Men in 2000 to Avengers: Endgame in 2019.