The Walt Disney empire is to buy the superheroes stable Marvel Entertainment for $4bn (£2.5bn) in a star-studded Hollywood deal that unites family names such as Mickey Mouse with lucrative characters including Spider-Man, the Incredible Hulk and the X-Men.While Disney has traditionally been known for its wholesome family creations ranging from the Little Mermaid to Lion King, Hannah Montana and Pocahontas, the purchase of Marvel adds an edgier, more violent element – it recently scored a box office success with Iron Man, a movie starring Robert Downey Jr as a billionaire inventor who creates a hi-tech suit of armour to battle evil.
Marvel's characters, who include superhero Captain America, tend to chime particularly well with teenage boys and young men, while Disney has been stronger in appealing to a female audience.
Disney hopes to put Marvel's 5,000 characters to work on its television channels and in video games, theme parks and movies. The agreed takeover is for a mixture of cash and stock, with Disney shares accounting for roughly 40% of the buyout price.
The tie-up unites two companies with similar business models – they both take characters which capture the popular imagination and promote them vigorously around the world on every possible media platform and through third-party licensing deals.
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