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Coyotes' Guardian Project Superhero - "The Coyote" - Revealed

Team’s Superhero Character Image and Details Uncovered

Monday, 01.24.2011 / 12:27 PM / News
Arizona Coyotes
FOR IMMEDIATE RELEASE:
Monday, January 24, 2011

GLENDALE, AZ – Phoenix Coyotes fans cast the most votes to meet their team’s new superhero character, The Coyote. The full unveiling of all 30 Guardian superhero characters within the Guardian Project will be held in a special presentation during the 2011 NHL® All-Star Game presented by Discover in Raleigh, N.C. on Sunday, January 30 (4 p.m. ET live broadcast on VERSUS in the U.S. and on CBC and RDS in Canada).

The Coyote is a drifter and he is happiest when wandering the desert country he calls home. The Coyote is human in appearance with a noticeably feral attitude. He has extremely long retractable claws on his hands and a set of teeth with unusually sharp canines. His outfit is reminiscent of a mysterious plains drifter complete with a huge duster that flows behind him as he moves. He possesses the power of summoning in that he can bring forth a pack of coyotes from the void in his coat. He can also fire cactus quills from inside his coat as well. He has the power to conjure up the spirits of the earth and his ancestors in order to get advice as well as to get help when needed. The Coyote is very adaptable; he easily survives and even thrives in 130-degree heat as well as -60 degree cold. He’s a mysterious multifaceted character that, although he doesn’t always show it, is as dependable as the Phoenix heat.

"We're very pleased that The Coyote has now been unveiled thanks to the strong support of our fans," said Coyotes Vice President of Marketing and Communications Jim Brewer. "This character obviously displays the 'pack mentality' that our team thrives on and is a great addition to the Project Guardian lineup."

“We knew regardless of what we did this guy was going to stand out from the rest,” said Tony Chargin, EVP of GME Creative Affairs. “We made him a drifter because it seemed like a natural fit for a character that loves a team that exists so far away from the center of the hockey universe. We thought about giving him a big bad dusty motorcycle . . . we're still thinking about doing that.”

With the highly anticipated unveiling of the 30 individual Guardians within the Guardian Project, the Guardian 30 Match-Up is a Facebook application that enables fans to determine the order in which each team’s Guardian will be unveiled. Launched on December 20, hockey fans determine which team wins each match-up, with team superhero character revealed daily.
Created and developed by Stan Lee, Chargin, and Jake Shapiro, each Guardian has been derived from its corresponding NHL team, complete with special powers representative of each team and city.

With an initial plan to reach an all-family audience and narrower target demo of tween boys, GME hopes to bring a new audience to the NHL, while engaging the existing, established hockey fan base through a compelling tale of good vs. evil.

Fans can continue to vote for their favorites and learn about the Guardian Project and the individual Guardians, as they’re unveiled, at www.guardianproject30.com and by going to www.facebook.com/theguardianproject.

For additional artwork on The Coyote, contact Carrie Simons at carrie@triple7pr.com.

About Guardian Media Entertainment, LLC
Guardian Media Entertainment (GME) is a partnership between the National Hockey League (NHL) and SLG Entertainment, LLC, led by Stan Lee (Chairman, POW! Entertainment, LLC).
GME will serve as the company responsible for the creation, development and exploitation of The Guardian Project. The executive team includes Howard Baldwin, Chairman, Mark Terry, Chief Operating Officer; Adam Baratta, Chief Creative Officer; Tony Chargin, Executive Vice President of Creative Affairs; Aldo LaPietra, Executive Vice President, Production & Business Development; and Jennifer Sprague, Senior Vice President, Marketing & Communications.

About the NHL
The National Hockey League, founded in 1917, is the second oldest of the four major professional team sports leagues in North America. Today, the NHL consists of 30 Member Clubs, each reflecting the League’s international makeup, with players from more than 20 countries represented on team rosters. According to a Simmons Market Research study, NHL fans are younger, more educated, more affluent, and access content through digital means more than any other sport. The NHL entertains more than 250 million fans each season in-arena and through its partners in national television (VERSUS, NBC, TSN, CBC, RDS, RIS, NASN, ASN and NHL Network™) and radio (NHL Radio™, Sirius XM Radio and XM Canada). Through the NHL Foundation, the League’s charitable arm, the NHL raises money and awareness for Hockey Fights Cancer™ and NHL Youth Development, and supports the charitable efforts of NHL players. For more information on the NHL, log on to NHL.com.

About Stan Lee
Stan Lee, Founder, Chairman and Chief Creative Officer of POW! Entertainment, LLC Stan Lee's famous co-creations include Spider-Man®, The Incredible Hulk®, X-Men®, The Fantastic Four® and Iron Man® among many others. Lee, known to millions as the man whose Super Heroes propelled Marvel® Comics to its preeminent position in the comic book industry, first became publisher of Marvel® Comics in 1972 and is presently the Chairman Emeritus of Marvel® Enterprises, Inc.

About SLG Entertainment, LLC
Formed in 2008, SLG Entertainment, LLC is a company whose vision is to merge the worlds of entertainment and sports by creating, developing and exploiting original superhero content derived from the intellectual property owned or controlled by professional and amateur sports organizations. Its owners include Stan Lee and POW! Entertainment, award-winning producer Adam Baratta, Aldo LaPietra, Mark Terry, co-creators Tony Chargin and Jake Shapiro, and Academy Award nominated producer and former owner of the Pittsburgh Penguins, Howard Baldwin.

About POW! Entertainment, LLC
POW! (Purveyors of Wonder) Entertainment, LLC, an advanced media and entertainment company, was founded by world famous comic book and motion picture icon Stan Lee, together with award winning producer Gill Champion and intellectual property specialist Arthur Lieberman, Esq. POW! Entertainment’s principals have extensive backgrounds in the entertainment industry encompassing the creation, production and licensing of original intellectual properties including some of the most successful entertainment franchises of all time. POW! Entertainment, capitalizing on this combined expertise specializes in franchises for the entertainment industry, including animation and live-action feature films, plus television, DVDs, video games, merchandising, and related ancillary markets all of which contribute to global expansion.

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