Over the past 70-odd years, Marvel Entertainment has evolved from that first issue of Marvel Comics into one of the industry’s leaders.

Its multi-billion dollar deal with The Walt Disney Company proves just how lucrative its characters are to Hollywood. Mouse House CEO Bob Iger describes Marvel as a “treasure trove” that “transcends gender, age and geographical barriers”.

Disney, a company that built its fortunes on creating franchises around distinctive characters, was a perfect partner (assuming they steer clear of any Punisher Vs The Little Mermaid crossovers). Even former Marvel studios CEO Avi Arad agreed: “I think this will look like a smart deal,” he says, “because Disney is a company that knows how to exploit a brand.”