ABSTRACT
This chapter examines the Disney+ original series Marvel Hero Project (MHP) as an example of a successful effort on Disney’s part at leveraging the Marvel brand to build brand equity at the launch of the streaming service. We also discuss the iconic Mickey Mouse Club show to demonstrate similarities between it and Marvel Hero Project in production methods, talent compensation, and branding strategies. This contemporary application of Classic Disney methods, and some allusion to Classic Disney narrative style, places both shows in particular places in Disney/Marvel lineage. We analyze the first season of Marvel Hero project to draw connections between the Marvel and Disney brands and to identify the show’s particular type of brand equity. This chapter also provides a brief history of Marvel Comics, tracing Marvel Studios’ emergence and the expansion of the Marvel Cinematic Universe after the Disney acquisition in order to provide a bridge between Disney and Marvel and to provide some context to the union between the two.
