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Marvel expansion at Disneyland may not be able to use Marvel branding

Disney California Disneyland Resort marvel poster branding

A new area themed on the Avengers and Guardians of the Galaxy at Disneyland Resort in California may not be allowed to use Marvel branding due to contractual issues.

The area will be anchored by Guardians of the Galaxy – Mission Breakout in Disney California Adventure park at Disneyland Resort. New attractions will occupy the space previously taken up by A Bugs Life.

Details of specific rides have not been disclosed but they will be based on Spider-Man and characters from the Avengers franchise. The first new attraction is expected to open in 2020 with others to follow.

However, the area may not be named for Marvel, the publisher behind the franchises, due to a contractual rights issue.

Disney purchased Marvel Entertainment in 2009 but is still bound by licensing agreements drawn up before the acquisition. One such agreement was made in 1994 to allow Universal Studios to construct Marvel Super Hero Island at Islands of Adventure in Orlando.

The agreement prohibits the use of the word “Marvel” in the title of any other theme park land. It also bans the use of Marvel characters that are currently in use by Universal at any park east of the Mississippi River.

According to the LA Times, Disney officials declined to comment on the licensing agreement but said the deal won’t get in the way of their plans to build the expansion.

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Sam McCaffrey

Journalist. Likes immersive entertainment experiences, museums, zoos and the odd go on a Waltzer.

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