Stan Lee, shown in October 2009 at Comic-Con in Los Angeles, will create 30 superheroes for the NHL. (Chris Pizzello/Associated Press)

The National Hockey League has formed a partnership with legendary comic book author Stan Lee to create a new superhero franchise.

Lee, co-creator of heroes such as Spider-Man and the X-Men, will create 30 new characters — one to represent each new NHL team.

Lee's SLG Entertainment has formed a joint venture with the NHL called Guardian Media Entertainment (GME) and will also be working with animation and motion capture firm VICON House of Moves.

The deal has been more than a year in the making, NHL officials said.

The idea is to attract a new generation of tweens to the world of hockey by rolling out stories involving the Guardian characters.

The NHL plans to reach boys aged nine to 14 with a website offering games involving the Guardians that will go live on Friday. A comic book could come by February, followed by a line of merchandise and video games.

The characters will be become familiar to hockey watchers, appearing in broadcasts and in animated sequences throughout the hockey season.

"I've always believed that every great plan starts with a great story," Lee said in a statement Thursday. "In the creation of GME and its unique and unprecedented relationship with the NHL, I truly believe we have the perfect combination from which to launch 30 new superheroes and excite young fans around the globe."

Lee, 87, and NHL officials are to speak Friday about the NHL deal at New York Comic Con, the largest comic book convention on the East Cost.