My recent blog about Marvel merchandise beginning to show up in Walt Disney World shops generated some great and passionate responses; both pro and con. In case you missed it, here’s a link to that blog: Marvel Comics Merchandise in Walt Disney World Shops.
All the comments got me to thinking: what should Disney do with the Marvel brand now that they own it and with all those Marvel characters? What do you think?
– Should they build a fifth park solely based on Marvel and it’s characters? (Note: because of contractual obligations Marvel has with Universal, characters like Spiderman couldn’t be used in such a park.)
– Should they build a Marvel themed park in Europe, California or some other state?
– Put the characters, and possibly a new ride, in Hollywood Studios?
– Sell Marvel merchandise in every Walt Disney World and Disneyland shop?
– Only sell Marvel merchandise in Hollywood Studios and a new Marvel shop in Downtown Disney?
– Keep all Marvel merchandise and characters out of Walt Disney World and Disneyland?
– Something other than above. I sure there are many other options besides those that I’ve listed.
So, what do you think? What’s your opinion as to what they should do?
Leave a comment and let me know what your thought are. I know I’m more than a little curious as to what everyone thinks.
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I am torn on a 5th park. Our family usually only vacations for 1 week. Sat-Sat and by the time our flight arrives/departs and Magical Express gets us to where we are going the first and last day are shot on doing a park. So that leaves 5 days in between and you almost always need a rest day in between all the parks. So four days/four parks. I couldn’t imagine cutting a park so we could opt for another. I can see Marvel fitting in at DHS. I have but 1 princess and 3 princes so I would love to have a character meal geared towards boys! Lots of princess meals already and while my boys are 5,3 and 10mths they don’t mind it now but they will quickly figure out that they do not want a princess meal again. Even with current Disney characters like Buzz, Woody and Mickey and Goofy would be awesome! Would love to see another roller coaster as we love them! Our daughter is only 7 but has been a fan ever since she was 2 and got to ride Goofys Barnstormer! She is an addict now! Disney doesn’t do anything bad so I image anything they come up will be fantastic!
I agree that DHS would probably be the best fit for an official Marvel presence, since they already have Star Wars, Indian Jones, and Twilight Zone. However, with Pixar Place there, would we risk a smack down between the Incredibles and the Fantastic Four?
Let us keep MK, Epcot, and AK (not to be confused with AK-47) peaceable kingdoms.
I was a little surprised to see Marvel stuff at Mouse Gear during my trip last month, but not really bothered. As the Great Yogurt says, it’s all about “Moichendicing!”
In all honesty, Marvel characters bring to mind cheesy Six Flags parks and not-very-interesting Universal Studios rides, merchandise, and theming. All in all, if I want Marvel, I would be looking in Universal Studios, NOT any part of Disney World/land. As much as the Marvel characters have a place in Universal, they do not look or feel right in Disney. If they are searching for ways to catch the attention of boys, they should think of a better method than this. Putting non-Disney items in Mouse Gear and other areas of the parks is a weak way to draw in the crowds from Universal. Disney parks have a history to uphold–Disney characters, Disney products, Disney World! As something that is not inherently Disney, it just doesn’t fit! If they wanted Marvel, they should have just bought Universal out. At least that way some of the rides would be repaired and the parks cleaned up. Nonetheless, I assume Disney knows what they are doing.
If there is a contractual limitation on what they can do, I would suggest going for an Iron Man themed ride at Hollywood Studios. Do one of those roller coasters where the rider is under the track and make the seat harness something like the armor. Do the coaster indoors-Disney style and you could have a lot of fun with it. Shoot some repulsor rays into targets at high speeds. Noone would ever score much, but it’d be wild.
(Or…just thinkin aloud, you could do a DisneyQuest attraction with the 3D set – wearing the helmet.) The cartoon character battle in DQ is already something pretty close akin to Marvel, so it would fit in nicely there.
In short, even if you just limit it to a ride or two, you could have a lot of fun making Marvel a Disney style ride without losing a thing.
In my opinion the only place for the Marvel line to be displayed and sold is in DHS and Downtown Disney.
Disney World has been our choice for summer vacations the last 4 years and we spend 8 days on property. While my children (son 8 and daughter 11) enjoy all 4 parks I have noticed the last two years that we are spending more time at DHS on these trips and DHS is now a very close second behind MK as their favorite park. Part of this is because of the “non Disney” attractions (Tower of Terror, Star Wars, Rock n Roller Coaster, Muppet 3-D and the Indian Jones show). Marvel merchandise, a theme ride or show would work here perfectly but we would not like seeing it at MK and it really wouldn’t fit at AK or Epcot.
I’m not familiar with the agreement details between Universal and Marvel or how that translates to how Disney markets the product. I believe an attraction of sorts should be in the works. I agree with the purity of Magic Kingdom and not including the characters there. But I believe certain aspects could be used in both Hollywood Studios and Epcot. Keep in mind how vast the Marvel franchise is. There are more than enough characters to keep Disney from infringing on Universal’s attractions. Some scenarios I could see:
A working comic book attraction at Hollywood Studios. Guests would be able to design unique characters and build storyboards following a prearranged script. Tours that would show the process of designing a book similar to “One Man’s Dream” narrated by Stan Lee.
An attraction at Hollywood Studios featuring the X-Men (minus Storm, since she has an attraction at Islands of Adventure).
An Innoventions attraction showcasing some of the comic book “technology” the glider used by the Green Goblin or maybe suits of armor from the Iron Man franchise.
Maybe a separate Innoventions attraction with a virtual “workshop” featuring Iron Man, where guests design their own suit and are able to “test” them out. Think “Sum of All Thrills” at Innoventions.
The most likely scenario?: a line of Marvel based Vinylnation characters with a limited edition comic book with each figure.
Some of these ideas might be viable and some of them probably just stink. But I came up with them in a matter of minutes. I am sure the Imagineers could do more. I have no doubt that Disney has a plan in place. And I am sure that there is room for Marvel as well.
I am obviously a Disney fan. I am also a Marvel fan. I can understand Disney wanting to add more things for boys. That’s a plus. What I wouldn’t want to see is the line blurred by mixing them too much. I think there needs to be a clear line of distinction between the two. But, that could be as easy as the separate areas of Tommorrowland and Libert Square. Two great themes in the same park with completely different atmospheres. And we all know it works.
Putting it in Hollywood Studios makes the most sense. First off, there is a tremendous amount of land next to Hollywood Studios. Making a Disneyesque transition would be a key fit here. They rule the seamless concept, so this could be that initial step into the “Thrill Park” that so many guests have craved. Very nice blog, Mike.
Mike,
I believe that like the other things mentioned, they can co-exist nicely. I would like to see a Marvel-themed ride at Hollywood Studios. A Marvel shop next to it would be good too. I don’t mind seeing some merchandise here and there, but yeah, in MouseGear isn’t the place.
Since non-WDW aficionados generally confuse Universal Studios and WDW anyway (comments like, “we’re going to Disney World this summer…can’t wait to ride the new Harry Potter ride”…or…”yeah we went to Hollywood Studios last year…I loved the Hulk ride!”) I think any rides, parks, shows, etc that featured the Marvel characters would just confuse everyone even more. I think the best way to go is a Marvel store/attraction combo at Downtown Disney.
Wow! A 5th gate would be awesome, however, I really don’t think it will happen for several reasons. First, Disney seems to have no incentive to open a new park. They seem to be doing all they can to keep the parks we already have at acceptable crowd levels (i.e. discounts, specials, free dining to draw people in); second, although they own Marvel now, I am sure they do not want to do anything park-wise that would seem to imitate Islands of Adventure. Now revamping some things at DisneyQuest into Marvel theming would be awesome and maybe a very smart move to spark some interest again…
I think Marvel provides Disney with a great opportunity both now & down the road. As a mom of 3 girls, I have to say that superheroes are popular in our house. We love to watch the movies & buy them on DVD. My 17 year-old was very excited when she heard that Marvel would become a Disney company. She immediately asked if we would see her fave superheroes in WDW. She has a whole collection of superhero tees.
I don’t think superheroes fit with the theming of Magic Kingdom but I also don’t think Stitch belongs there. A whole new section at DHS, dedicated to Marvel characters, would be awesome. It would also convert DHS to a multi-day park.
I posted this idea awhile back on another website’s forum and it seemed to get alot of positive response. How about a Marvel “Superstore” in the old Virgin Mega Store building in Downtown Disney. There could be an area for character meet and greets, photo ops,etc. You can have a section for all the Marvel clothing, another section for video games and movies. A Marvel toy department, an area for comic books and graphic novels. There could also be a photo studio where you can have your pic taken in different Marvel scenes similar to the one in the Star Tours gift shop at DHS. You may as well throw in a quick service restaurant while you’re at it. Marvel Pizza maybe. Plus you don’t need park admission to frequent this area, so it’s open to the general public.
I think that Hollywood Studios is the PERFECT FIT for the Marvel Merchandise and characters. It could really help give the young boys something awesome to look forward to, and, if played correctly, may sway some visitors from visiting Universal at all.
However, I am very disappointed to see Marvel merchandise at MOUSE Gear. C’mon…MOUSE Gear. It’s pretty obvious that Disney merchandise should be sold here.
I just thought of how awesome a movie about a Marvel Charactor would be if they got Pixar to do it! Wow! Then an attraction somewhere based on that.
I think they should do something with the brand, something more than just a shop. I agree that Epcot, Animal Kingdom and Magic Kingdom are not a good fit. Hollywood Studios would be a great place but looking at Satellite images, It doesn’t look like there is a very good place to put a new large attraction there.
They could do a full Marvel park somewhere and that would be cool but I doubt they would do a full park with Universal so close.
If Disney Quest were to close, that might be a good spot and size for a small Marvel attraction. I’m not sure.
Hello Mike!
I think a store in Downtown Disney as well as select merchandise at some of the other stores would be great. I also think a new ride at Hollywood Studios would be a great idea. I know there are certain characters that they could not base the ride off of but there are many to choose from. I think this is a perfect opportunity for Disney World to add a new attraction. I also believe that it would a perfect way for Disney World to expand and bring something new to reach even more people.
I think a huge Marvel store in Downtown Disney would be a great idea. But I also don’t see a problem with having the merchandise in superlarge stores like MouseGears, which sell a large variety of items.
If they decided to do an update to DisneyQuest, that might also be a great home to have some interactive Marvel adventure, or at least include some of the Marvel based video games in the arcade section. They could also include them in the arcades in the hotels as well as the one in Tomorrowland.
I think the superheroes would do well for meet and greets in Hollywood Studios, particularly to tie in with any new Marvel movie coming out that year. It will be a very sticky grey area with Universal though, since you can take pics with Spiderman, Captain America, and the X-men over there. I’m guessing we wouldn’t see this until the Universal deal expires.
How long is the contract with Universal? Maybe a new theme park is possible in the future. And until then use Hollywood Studios and a stand alone store at Downtown Disney for the marketing.
At first I thought it was not a good fit to mix in Marvel rides and products. But the more I thought about it, the more I think it might actually be good. I am the father of 2 boys (who are now men, but we have been going since they were very little) who always felt that stores, some character meals, and themes were more geared towards girls (princess primarily).
It might give younger boys a wider choice for toys (my kids typically gravitated to the lego store more than any other), and perhaps other books and comics and movies for the older boys.
It should also generate new attractions, which if done in the Disney way, would be a great addtion to any of the parks – though I do not see a fit for Marvel in AK at all. Also, more costume options for the boys on MNSSHP nights – I mean, we have met our pirate quota, no?.
Change is always difficult, in all aspects of life…but it doesn’t hurt to expand horizons a little, every now and then.
I think a having a Marvel shop in Downtown Disney would fit.
Hopefully the comics will be for the kids again.
I grew up on Marvel comics and enjoyed them so much.
A couple years ago I looked at the comics. I would not
buy for my kids because they were so racy. I hope the comics will
go back to it’s roots with high quality stories of superheroes.
When I first heard about Disney and Marvel, I was really confused. I associated Marvel with Universal, and why would Disney want to own something that I associate with another theme park?
After I thought about it, I think that Marvel could easily be fit into Hollywood Studios. There really is nothing “Disney” in Hollywood Studios. We have come to associate everything in the studios with Disney, but nothing developed from a Disney movie, cartoon, etc.
Disney could try something Universial has done and incorporte Marvel into a thrill ride, which is something Disney is already has few of in the first place.
I like the idea of putting a Marvel ride in the Studios. It really kind of makes sense. Disney Hollywood Studios has Star Wars, Indiana Jones, Aerosmith, none of which are really Disney things, but people don’t make a big deal out of being able to buy Star Wars stuff at a Disney Park. I think that if they have the rights, they should use them with Marvel. Maybe not in the Magic Kingdom, but I see no reason why Marvel can’t be incorporated into the Studios.
I wouldn’t mind seeing more Marvel in Hollywood Studios (and ONLY Hollywood Studios) as that is more of a movie/action themed park anyway. However, your first suggestion stated that they couldn’t use Marvel characters in a new theme park because of the contractual obligations. So would this also mean they couldn’t do any sort of meet and greet in HS? If they could use Marvel for a ride/attraction, I would add a Fantasmic style show on the nights where they don’t have Fantasmic showing, something to bring the Marvel enthusiasts into the park for those who want it, but also not forcing anyone to have to encounter Marvel in a Disney park if they don’t want to.
I think Disney is going in the right direction, with putting out merchandise and not a new “Iron Man” theme park. The main reason Disney bought Marvel was to be able to sell more merchandise for boys, people seem to never mention that point.. >__>
Anyways, most of the mainstream Marvel characters are featured at Universal and would be unable to use East of the Mississippi anyways. The only character that is not obscure and is not featured there at all at the top of my head is Iron Man. (Mostly because he gained more prominence with the movies) So it does limit the options on such a park.
But with this agreement still so fresh in everyone’s mind, it’s best to keep it slow so it doesn’t end up just being a flash in the pan and people will associate the two together.
This is also coming from a girl who LOVES Disney and Marvel. <3
A Marvel shop in Downtown Disney would be a good fit, and maybe a meet&greet on the Streets of America at the Hollywood Studios; similar to what they used to have with the Power Rangers?
I think it will take time for fans & guests to associate Marvel with Disney.. Star Wars, Twilight Zone, Muppets, Pixar etc all seem a natural fit in the parks, because we’re used to seeing them there.
My worry with the merchandise appearing in Mouse Gear, is that new/average guests might be confused as to which resort they’re in (Walt Disney World or Universal Orlando) – and, after seeing the Spiderman merchandise, will be asking Cast Members where the Spiderman attraction is?!
It’ll be interesting to see what Disney does with the Marvel brand in the future.
Blog – Hi Mike – love your blogs – I think a Marvel Shop in Downtown Disney would be great. By the way when you talk about a fourth park – do you really mean a fifth park – or have I missed something? Cheers, Ruth
DizneyMike replies: Ooops! Ruth, thanks for catching that for me. I just went back and corrected that error. Thanks again…Mike
It rubbed me the wrong way to see Marvel items being displayed and sold at Mouse Gears last week. Marvel and Disney aren’t a great mix. As far as marketing and park attractions go, I hope to not see more Marvel items coming to any of the parks. A Marvel-only shop at Downtown Disney would be OK, but not in the parks.
I read the comments from your previous blog and was surprised by the negative reaction generated by the inclusion of Marvel characters into the parks. One reader complained that it was destroying the “purity” of Disney. Another stated that it diminishes the “fantasy” aspect.
After Walt’s death, the company leaders locked themselves into a “family” mindset that practically destroyed the company. The movies they made were insipid and were tanking at the box office. After two hostile takeover attempts, it took Roy (Jr.) Disney to shake up management and bring in Eisner and Wells, who saved the company.
One of the first things they did was bring Star Tours to Disneyland. This was a George Lucas project that had nothing to do with Disney. At first, some fans were outraged that a non-Disney movie was being turned into an attraction. But in the end, the ride became synonymous with Disney and a huge hit. Indiana Jones, another Lucas movie, was brought to both Disneyland and Disney’s Hollywood Studios. Tower of Terror is based on a CBS television show. And how non-Disney can you get with Aerosmith and Rock ‘N’ Roller Coaster. But in all of these cases, Disney created good entertainment that has broad appeal. These attractions have an “edge” that Splash Mountain and Space Mountain do not.
In my opinion, Marvel Comics do not belong in the Magic Kingdom, Disneyland, or Epcot. But they would fit nicely in Disney’s Hollywood Studios and Disney’s California Adventure.
I’m also glad to see a product that is primarily aimed at boys. I realize that the Princess line of merchandise is a huge money maker, but the younger guys need their own product line.
I believe Disney will promote Marvel correctly. There is room for both “tame” and “edgy” which has already been proven multiple times.
DizneyMike replies: Jack, thanks for sharing your thoughts. I agree that there is a place in Disney for these characters and like you think that Disney will make the right decisions as to where that place is…Mike