"Unquestionably, the superhero film genre is hot," said Seth M. Siegel, co-founder of the Beanstalk Group in New York, an international licensing agency.

Her mother, Ellen Brown, is a director of services for the Beanstalk Group, a New York company that secures trademark licenses for private companies.

In 1994, Wizards began an association with The Beanstalk Group, a brand licensing agency and consultancy, to license the Magic brand.

"The whole world of licensing is holding its breath," said Seth Siegel, president of the Beanstalk Group, a licensing consulting firm in New York.

Mrs. Finn, 26, is a manager of business development for the Beanstalk Group, a brand licensing agency.

"I can't predict what the consumer is going to do," says Michael Stone, who, through his company, The Beanstalk Group, handles the licensing for Mary-Kate and Ashley's Wal-Mart products.

Mrs. Ramaswamy, 27, is a licensing manager at the Beanstalk Group, a New York company that secures trademark licenses for private companies.

But Seth Siegel, co-chairman of the Beanstalk Group, a licensing agency and consulting firm in New York, said the entire trend is simply entertainment licensing, albeit inspired from books.

Last June, Mr. Stone of the Beanstalk Group attended a licensing trade show in New York.

Seth M. Siegel, a licensing expert who heads the Beanstalk Group, a consulting business in New York, agreed.