In 1990, little known toy company Toy Biz, acquired the master license to produce toys based on the Marvel family of characters. In 1998, Toy Biz merged with Marvel Entertainment Group to bring it out of bankruptcy, with the two companies merging and creating Marvel Enterprises. Toy Biz was absorbed into Marvel Enterprises in 2002, and its main toy subsidiary was renamed Toy Biz, as consumers were familiar with the brand. In 2005, Marvel Enterprises was renamed Marvel Entertainment to reflect the Marvel Cinematic Universe. In addition to this, its toy operations were renamed Marvel Toys on all properties by the end of 2006.