Welcome to the Disney's Acquisiton of Marvel WikiEdit

Intermediate III Buddy Project

About MarvelEdit

Marvel cinematic1
Marvel Comics was created in 1939 by Martin Goodman, a pulp magazine publisher, as Timely Comics. One of the most successful characters and sales hit, Captain America, was introduced earlier in 1941 as the first patriotically themed superhero in a time when the United States entered the World War II. Other successful characters produced by Marvel are The Fantastic Four, The Incredible Hulk and Spider-Man. Marvel holds over 40% of the comic book market, including being at the top for both the unit market share and retail dollar share; however, it was struggling to reach the requirement that they obtain a third of their own funding for the movies. Currently, Marvel's profits are increasingly being generated through video games, toys, and other merchandise besides comic books and movies. It currently has deals with Paramount Pictures, 20th Century Fox, and Sony Pictures Entertainment to make or distribute movies of some of Marvel's characters including Spider-Man and the X-Men.

The AcquisitionEdit

On December 31, 2009, Marvel shareholders voted and approved the company's merger with Disney. Each shareholder received $30 and 0.745 Disney shares per Marvel share, and Disney completed its purchase of Marvel for $4.2 billion, $2.4 billion in cash and $1.8 billion in distributed shares. As of the purchase date, Marvel had assets of $3.4 billion and liabilities of $1.4 billion, creating $2.2 billion of goodwill. The acquisition included 5,000 of Marvel’s characters geared toward helping Disney branch into an area targeted towards boys, which paired nicely with its solid foundation of princesses for young female audiences.


The FASB definition for Goodwill is “an asset representing the future economic benefits arising from other asset acquired in a business combination that are not individually identified and separately recognized”. Goodwill, therefore, consists of all intangible factors such as reputation that might be positively perceived by the public and generate profit for the company. As an unidentifiable intangible asset, goodwill cannot be separated and identified from the business; it cannot be transferred, purchased or sold. In a business acquisition, such as when one company is purchasing another, goodwill is measured as the difference between the fair value of the consideration given by the acquirer for the purchase over the fair value of the fair value of the net identifiable assets at the acquisition date.