This started off as a review for the second issue of Avengers, but the short and skinny of that was destined to be; I don’t care for John Romita Jr.‘s art and Brian Michael Bendis makes it worth reading.
What caught my eye that inspired this little rant was the advertising in the issue itself. I can understand Marvel hocking Marvel products. I can understand ads for other comics, video games, movies, etc. What I can’t fathom is how effective a marketing campaign for children’s lunch boxes, Popsicles, inflatable pool noodles, Spiderman themed fishing rod toys, footballs and freeze pops could be in a comic that wouldn’t really be read by many kids in elementary school. Is this some kind of misguided edict sent down from on high? Does Disney make these decisions and have no idea what their demographic is? Maybe they know exactly what they’re doing, but I don’t remember the last time a ten year old kid came in the store and started talking to me about how cool Siege was! Comics aren’t targeting little kids anymore, so why is their publicity department doing it?
How will comics garner the respect they deserve as a legitimate literary format if we keep up the pretense that these are written for kids? When parents come in the store and ask what they should have their kids read, you almost always have to explain that comics for kids are their own entity now. Sonic the Hedgehog, Johnny DC, Superhero Squad and so on are not part of regular continuity. Somebody needs to wake up and realize that times have changed. Okay, rant over.