With the January 30 airdate of Marvel Super Hero Squad on Discovery/Hasbro kidsnet The Hub approaching, the world’s second-largest toyco Hasbro is launching an expanded line of consumer products in its Marvel Super Hero Adventures line.

The Marvel Super Hero Adventures brand debuted under the Playskool banner in fall 2011 and is based on the animated Marvel Super Hero Squad series.

The expanded line will feature toys, action figures, playsets, vehicles, role-play and plush products. Some of the products will debut at this year’s American International Toy Fair, February 12-14, in New York City with a broader retail rollout throughout the rest of 2012.

The new line comes on the heels of a deal between toyco Jakks Pacific and Marvel Entertainment to produce a line of plush products based on Marvel Super Hero Squad characters from Marvel’s virtual world, HeroUp.com.