The Guardian Project
During the All-Star weekend, the NHL announced a new "superhero franchise", The Guardian Project. Created by comic book writer Stan Lee, the project featured 30 new superheroes representing the 30 NHL teams, all which were unveiled at the All-Star Game. The goal of the project was to appeal to pre-teen and teenage boys in hopes of bringing in "new audience to the NHL, while engaging the existing, established hockey fan base through a compelling tale of good vs. evil."
Read more about this topic: 58th National Hockey League All-Star Game
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