Saturday July 11, 2020

Spider-Man has been the runt of the superhero litter for years

Can a clever licensing deal save him

28th May, 2017
Attendees dressed as Marvel's Captain Spidey, left, Spiderman, center, and Silk take a break during the D23 Expo 2015 in Anaheim, California, U.S., on Friday, Aug. 14, 2015. The D23 Expo 2015, presented by the Official Disney Fan Club, includes sneak peeks of upcoming films from The Walt Disney Studios, celebrity appearances, as well as a look at what's coming from Disney Parks and Resort. Photographer: Patrick T. Fallon/Bloomberg

Spider-Man, as the memorable theme song from the 1960s cartoon has it, does whatever 
a spider can. And among his array of arachnid-derived skills is a mastery of licensing.

Spider-Man has historically been, by a long way, the most profitable comic book character, and can claim a greater level of global awareness and higher merchandise sales than any of his super-powered peers.

Curiously, that has not been reflected fully in the performance of the five...

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