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One year ago, the NHL partnered with the legendary Stan Lee and Guardian Media Entertainment to create a branding initiative called The Guardian Project. The idea was to create 30 superheroes that represented each team in the NHL, which would then be featured in an ongoing story.

The aim was to engage kids with the hopes they’ll adopt these heroes and perhaps become interested in the teams and sport for which they represented. The campaign was successful enough to earn a 10-year extension, so kids will enjoy the continuing adventures of these superheroes for the next decade at least.

The widely-publicized campaign suffered a lot of mocking and scorn from the older fans despite the target audience being children. You could also look at GP as being gimmicky or disposable, but only if you weighed all of the material that exists currently.

That’s because the first year mostly served to introduce the brand and the characters. Having to introduce 30 unique characters is a tall order for any ensemble property. Trying to add an extensive story or world in addition to these 30 heroes would have been too much to begin with.

These characters also had to adhere to their respective teams in terms of name, appearance, and abilities, which is a bit limiting in creativity. For fans of these NHL teams, the heroes would be underwhelming and perhaps too obvious in their design. Remember when the show He-Man paraded a bunch of Masters of the Universe in front of you (each also possessing a unique name, appearance, and ability) when you were 5-years-old? Well that’s a how a kid not familiar with hockey would view these Guardians. I’m a little envious of that kid.

And who doesn’t love Stan Lee? I got a kick out of hearing him introduce each Superhero at last year’s All-Star Game, with his trademark gusto no less. The Guardian Project is greatly validated by his name and creativity. If not for him it wouldn’t have gotten my attention at all.

Overall a decent first year, but that’s not to say there isn’t room for improvement. Here is a list of suggestions:

1. Instead of Superheroes, use GIANT robots and monsters (Godzilla/King Kong types). This way their respective cities would make for a cool backdrop. These Guardians would - literally - be guarding their cities.

2. Make them hate each other. Currently all 30 Guardian Superheroes are buddies, in some kind of Justice League group facing a common enemy. Rivalries should be the main focus, with each Guardian for themselves. Kids can learn about rivalries and that hating Toronto is a good thing. KIDDING! Sorta.

3. Each NHL game should be paralleled by a clash of Guardians. The playing teams would be represented as the defending and invading Guardians, with the winning team’s Guardian being victorious. Sort of like placing a wager on a game, but for kids. Not that I want kids to gamble - merely to have a stake in each game that would impact their favorite Guardian.

4. The ongoing story of the Guardians should parallel the NHL season. Teams that miss the playoffs would have their Guardians slain or exiled or something that provides stakes to the Guardian. It would have kids rooting for their NHL counterparts. Sure teams that lose a lot will have weaker Guardians, but who doesn’t love an underdog?

5. A video game extension of the brand. A comic book fits nicely with the current Guardian theme, but allowing kids to play with these Guardians in an interactive manner would make a bigger impression. It wouldn’t be a hockey game (though that could be included), but something along the lines of Street Fighter or Rampage, allowing these giant Guardians to duke it out.

6. A toy extension of the brand: action figures are a no-brainer, as long as the Guardians have appeal in their designs.

7. Apparel that incorporates the Guardians. I’d like to see hockey jerseys that personified the Guardians. You know how Women get specially-tailored sports jerseys (usually pink - darn sexism)? A line for kids that is a mix of NHL team and the respective Guardian would be a hit.

8. Aim for the kids, but don’t be afraid to appeal to adults too. Probably the one failing of the current Guardian Project, is the inability to resonate with the tweens, teens, and adults. It’s not impossible to appeal to all audiences. Many cartoon shows (like Batman The Animated Series) engaged their target audience while being able to win over mature viewers. I think it’s possible the Guardian Project can walk this line (or at least flirt with it) to expand their audience.

So those are my suggestions - mostly a conventional approach that has been used by many entities (like a major summer movie). I would like to see this project evolve and garner some cred with older fans, as it represents a few things I love - namely hockey and comic books.