The Face(s) of Marvel in the 1990s

December 8th: 17 days and counting…

Any comic book devotee will tell you what a turbulent time the 1990s were for comic books and Marvel in particular. The situation was simply a money grab as the company was sold a few times over, based on inflated sales at the comic book shops. When the bubble finally burst, Marvel found itself filing for bankruptcy as it floundered to stay afloat.

Avi Arad, ToyBiz owner and executive producer on the X-Men the Animated Series, showed foresight by licensing out some of the product. Blade saw a return of $70,000,000, but Marvel only received $25,000. Same with the X-Men and Spider-Man movies.

What it did do was set up a formula that brought Marvel out of its financial distress; rather than farm their talent out, Marvel formed its own studio and began utilizing its characters, allowing the company to reap the rewards directly.

Yet, during the strife of the late 90s, Marvel carried on as best it could, licensing out not only its characters to films, but pimping out just about anyone to turn a profit. Three of the biggest – and most recognizable – names at the time were Hulk, Spider-Man and Wolverine. This ornament three-pack housed in a metal lunchbox-type holder showcase that trio.

Wish I had this set.