Iger claims that early into his Disney tenure under Eisener, his boss “floated the idea of acquiring [Marvel]” during a staff lunch. The reaction to this idea was instantaneous and negative, with executives around the table rejecting the notion outright. They generally had the same consensus: Marvel was just “too edgy.”
That may seem like a quaint idea now, but according to Iger, there was a serious concern back in the late 90’s that acquiring Marvel “would tarnish the Disney brand.” Why would a single acquisition potentially threaten the entire brand, though?
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