Marvel Entertainment's success rests on the strength (and marketability) of its characters. The firm lends its more than 9,000 characters (which include popular characters Iron Man, Spider-Man, the Incredible Hulk, and the X-Men) to publishing, licensing, and film production operations. Through Marvel Worldwide, the company is the #1 comic book publisher with a 40% market share. Marvel earns toy licensing revenues through a deal with Hasbro. Other licensing fees come from character use in consumer products such as clothing and video games. Marvel-produced movies have included such worldwide hits as Guardians of the Galaxy, The Avengers, two Thor films, two Captain America films, and three Iron Man films.