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In the world of action figures, few lines have left as big a mark as Marvel Legends — but longtime collectors may remember a major shift in the mid-2000s when Hasbro took over the line from ToyBiz. So what happened? 💥 The Backstory ToyBiz launched Marvel Legends in 2002, evolving from their popular Spider-Man Classics line. The figures were highly articulated, included comic book pack-ins, and quickly became a hit with adult collectors and kids alike. But behind the scenes, a corporate shake-up was brewing. 🧩 Enter Marvel Entertainment ToyBiz was actually part of Marvel Enterprises, the company that owned Marvel Comics at the time. In 2006, Marvel decided to restructure its toy licensing business, focusing on becoming a content powerhouse. That meant moving away from manufacturing and toward licensing its characters to larger toy companies. 🤝 Hasbro Signs the Deal In early 2006, Marvel signed a $205 million licensing agreement with Hasbro to take over production of Marvel-based toys, including Marvel Legends. Hasbro had greater global reach, distribution power, and manufacturing capabilities — things Marvel needed as it prepared to launch the Marvel Cinematic Universe. As a result, ToyBiz was phased out, and Hasbro began releasing its own version of Marvel Legends in 2007. ⚖️ What Changed? Collectors initially criticized Hasbro’s early figures for lower paint quality and fewer accessories, but over time, Hasbro refined the line. By the 2010s, Marvel Legends was thriving again with Build-A-Figures, deep character waves, and tie-ins to MCU films and comic runs. 🧠 Final Thoughts ToyBiz laid the foundation, but Hasbro evolved the brand. Today, Marvel Legends continues to be one of the top-selling collector toy lines, with fans from every generation — all thanks to that pivotal licensing shift.