The Amazing Spider-Man game will feature Spider-Man creator Stan Lee as a playable character if you pre-order the game through Amazon.com. UK owners will get some Rhino related DLC instead.
I am not sure whether there’s any other way of collecting him other than pre-ordering the game.
Stan Lee Video:
From amazon.com: “Pre-order The Amazing Spider-Man, for PS3 or Xbox 360 and get the Amazon exclusive Stan Lee Adventure Pack. Voiced by Stan Lee himself, you’ll web-sling through NYC as Lee to collect missing pages of his latest script. Collect them all to unlock a surprise reward.
Stan Lee’s character is fully voiced and has most of the same powers Spider-Man has in the game.
The Amazing Spider-Man is from Beenox and Activision and is due out today.