Well, it's definitely for kids, and I applaud the NHL's willingness to try something different, but overall, I've got a feeling this probably won't be the next X-Men or Spider-Man. But Stan Lee already created the Hulk, Fantastic Four, revived Captain America and Sub-Mariner... He can pretty much do whatever the hell he wants, and I'll at least be curious enough to check out some of the web content.
I worked on this project in its early stages, and I saw some of the original concepts. Assuming they all stayed the same, a few of the characters are exactly what you think they would look like (even the silhouettes on the Facebook voting page suggest as much), and some of them are a little outside the box. I'm curious to see what people think of the Devil, which I personally thought was pretty cool.