Spider-Man and Friends was a line ofaction figures and related merchandise featuring thecomic book characterSpider-Man and other characters appearing inMarvel Comics publications, released byMarvel Entertainment's toy division,Toy Biz, from 2003 to 2006. The line was aimed primarily atpreschool-age children, and the character likenesses used were often altered to seem "cuter" and more childlike (and child-friendly); most characters were depicted as wide-eyed and smiling, evensupervillains and characters better known for anger or savagery, such as theIncredible Hulk orWolverine. Aside from being a toy line, there were also books, clothing, board games, cutlery, houseware, baby supplies, bedding and video games.
TheSpider-Man and Friends line ceased production at the end of 2006, when all toy licenses for Marvel Comics characters passed from Toy Biz toHasbro; the final wave of figures was released in December 2006.[1] Hasbro would however release a handful of products under the Spider-Man and Friends name from 2006 to 2008, such as unsold leftover Toybiz figures, singing "Itsy Bitsy Spider-Man" and "Hulkey Pokey Hulk" plush dolls, a "My First Spider-Man" action figure and some plush dolls.
Hasbro later carried over the concept of Marvel characters for the preschool set with a new line of action figures calledMarvel Super Hero Squad, which debuted in January 2007.[2] Featured characters in Wave 1 includeArchangel, Colossus, Captain America,Magneto,Sabretooth, Cyclops, Wolverine, andHawkeye.[2][3] Wave 2 included Hulk,Wasp, Iron Man, Thor,Daredevil,Elektra, Punisher, andGhost Rider.Super Hero Squad figures were much smaller than theirSpider-Man and Friends predecessors, and are comparable in size and design to a similarly preschool-specific line ofStar Wars toys already produced by Hasbro. In 2009, a full-length animated series based on the toy line debuted onCartoon Network, titledThe Super Hero Squad Show. However, though the series was popular, it aimed more around the 6-11 age demographic in comparison to the preschool audience the original toy line was aiming for. Additionally, because the television rights to Spider-Man were owned bySony Pictures Television at the time, the character was completely absent throughout the animated series, though he did appear in thenamesake video game.
WhileMarvel Super Hero Squad has been discontinued as of 2013, Hasbro continued the concept of Marvel characters for the preschool set withMarvel Super Hero Adventures (2017-2020), which spawned its own short animated short-form series, and later with bothSpidey and His Amazing Friends (2021–present) andIron Man and His Awesome Friends (2025–present), both of which have spawned their own full-length animated shows onDisney Jr.
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