Marvel's Hitting the Books

According to a Business Wire press release, Marvel has signed a licensing agreement with four major publishing companies: DK Publishing, Harper Collins, Meredith Books and Simon & Schuster's Pocket Books. This is to increase the presence of its leading character franchises in various mass market book publishing formats.

Each publishing entity is developing Marvel-related product that plays to the respective companies' strengths, as the press release explained in detail:

DK Publishing will develop an extensive line of children's and all-age non-fiction titles in their globally renowned illustrative style and under the publisher's best-selling Ultimate Guides series. DK's initial lines will spotlight Spider-Man, The Fantastic Four, Iron Man, X-Men and The Avengers.

HarperCollins will create movie tie-in books for several upcoming Marvel feature film events including this summer's Fantastic Four, X-Men 3 (May 2006 theatrical release) and Spider-Man 3 (May 2007 theatrical release). Products will target children ages 5-12 and will include junior novelizations, picture story books, chapter books and manga story books in addition to coloring and activity titles.

Simon & Schuster's Pocket Books will launch a series of adult paperback novels spotlighting new adventures of several classic Marvel greats including Spider-Man, The Fantastic Four, X-Men, Wolverine and Marvel Ultimates.

Meredith Books will develop and publish a portfolio of children's book products ranging from sound storybooks and coloring books, to picture story books. The products will feature many of the highly popular Marvel characters such as Spider-Man, The Fantastic Four, The Incredible Hulk, X-Men, Iron Man, and Captain America, as well as the pre-school property Spider-Man & Friends.

It seems pretty clear, that aside from the adult paperback novels, they're definitely trying to grab at the youth market.

It is an ever present predicament for the comic industry. Who reads comics nowadays? Adults. But when did they start reading? Ask most comic fans and they'll connect it to their childhood somehow. So, it seems only wise to try to grab the kids of today through the movies and other sources. Reel 'em in any way you can.

I wonder if this is a good move by Marvel or if it will backfire as over exposure.