Disney Initially Declined Buying Marvel Because It Might 'Tarnish' Their Brand

Marvel earned a great amount of support and love from fans all over the globe. It became one of the top comic publishers and companies in the world, leading to a massive audience of people who hold their works in high regard.

That being said, Marvel faced some criticisms along the way. One being that prior to considering buying the company, Disney was hesitant to make the deal.

In his newly released book titled The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company, Disney CEO Bob Iger shared some stories regarding the process of the acquisition.

Comic Book reports that when Iger's predecessor, Michael Eisner, proposed that The Walt Disney Company should acquire Marvel Entertainment, the Disney executives felt that Marvel was "too edgy."

Probably thinking that the company would not fit the Disney brand, they did not look into this further. Especially considering that Disney is known for its family-friendly projects, mostly steering off of intense and R-rated movies.

Although, Iger revealed that this actually wasn't the first time "Marvel has been on Disney's radar." He recalls a time when he was working for Michael, the idea was suggested as well, but it had similar results. Some of the executives present that time objected to the idea.

"Marvel was too edgy, they said. It would tarnish the Disney brand," Iger adds. Disney was a "single, monolithic brand." And when the then-CEO received negative reactions towards the brand or his suggestion, Iger says Michael took it personally even though he thinks that "Michael knew better."

Iger then succeeded Eisner back in 2005. Disney finally acquired Marvel Entertainment for $4.24 billion, this deal included Marvel Studios. Since the acquisition, Marvel gave Disney the highest-grossing film of all time, the Avengers: Endgame. Even topping over the 10-year reign of James Cameron's Avatar in the box office, which is even convenient for Disney since they also bought Fox back in March.

Although Marvel was initially crossed off of consideration, Disney eventually recognized the decision they made years ago seeing that the company has reached great heights through the years.

Disney will launch its streaming service Disney+, starting with the release of The Falcon and The Winter Soldier coming in Fall 2020.

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