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Stan Lee Media has recruited GI Joe creator and licensing guru Stanley Weston to lead its global licensing strategy as consulting director and be on its board of directors.

As director of worldwide licensing and merchandising, Weston will oversee strategic merchandising and licensing programs for the company’s Web-based comic book properties. He will also oversee recently inked partnerships with WhatsHotNow.com, Signature and Magic in Las Vegas.

Weston is a vet in the field of film, television and comic book licensing, having formed Weston Merchandising Corp. in 1960 to focus on the merchandising and licensing of celebrities and properties.

He was a licensing agent for Universal Pictures, promoting its classic horror characters, founded licensing firm Leisure Concepts in 1970 and is a charter member of the Licensing Industry Assn.’s Hall of Fame.

“I am thrilled to have Stan join in advising my new company after personally witnessing his merchandising genius through our business relationships since the 1960s,” said comic book vet Stan Lee, chairman and chief creative officer of Stan Lee Media.

“Although the medium of the Internet is a new venue for both of us, the skills and techniques Stan brings to this medium are timeless and universal.”

Stan Lee Media is to bow its first online episodic animated superhero franchise, “7th Portal,” which will unveil 14 superheroes and villains in new story installments every two weeks.