How much is Marvel worth to Disney?
played by Emmy Award-winning Tatiana Maslany. “The addition of the Marvel content ...
Under Disney, sales of all things Marvel — Spider-Man swim trunks, Hulk bedding, Winter Soldier and Captain America action figures — account for nearly $10 billion in licensing revenue from merchandise sales since 2010, according tocalculations. Marvel Chairman Ike Perlmutter initially viewed toy sales as the profit driver for the company, with the films playing the role of marketing. Today it is making heaps of cash on both.
METHODOLOGY Disney doesn’t disclose Marvel’s value and analysts who cover the company haven’t done so independently, so to estimate its current valueconsulted with former company insiders, industry observers and Wall Street analysts. We used operating income for the film and consumer products units and estimated Marvel’s contribution at 22% — its share of the company’s total box office for the past decade. A 15x multiple was applied.
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