The Marvel Adventures imprint is Marvel’s latest attempt to get younger readers to start buying comics, something they don’t do very often these days. The books are set up as sort of an ancillary, less-edgy Ultimate imprint, with new, continuity-free takes on the characters everyone knows and loves, but above all, kid-friendly in content. The existence of the Ultimate imprint doesn’t really hurt the Adventures line. They both serve the same purpose (re-imaginings of classic Marvel characters) but they couldn’t be more different in execution. While the Ultimate books are aimed pretty squarely at either the early teen (Ultimate Spider-Man, Ultimate Fantastic Four) or the late teen (Ultimates 1&2) markets, the MA stuff is for the pre-teen crowd.
The audience dictates the format: one or two issue stories, with the occasional minor subplot that runs through more issues. Marvel realizes that kids aren’t necessarily going to be able to get their parents into a comic book store once a month, so they don’t penalize them by having 6 part storylines that are incomprehensible once they miss an issue.
So what, if anything, about the Marvel Adventures books makes them worth reading to an adult, intelligent comic book audience? First and foremost, the format allows the authors to focus on fun, exciting storytelling. You’ve got classic heroes fighting classic villains for 22 pages every month. There’s always a lot of humor in every issue, making the somewhat simple stories forgivable. The fun factor is the real selling point for the line, both for kids and adults. The jokes and subtle nods to Marvel continuity proper fly fast and furious, particularly if you pick up one of Jeff Parker’s issues of MA: Avengers. Where the Marvel Adventures line succeeds and many other all-ages initiatives failed is talent. Many old lines have consisted of, and I’m generalizing broadly here, work that was phoned in by pros who knew they could half-ass the job since 1) the books were aimed squarely at small children and 2) nobody was going to buy the books anyway. This has given all-ages books a pretty bad, but often deserved, reputation of being a sort of comic ghetto, where nothing produced is really worth reading. Marvel has totally turned this stigma around with this line, and it’s largely due to the work of Fred Van Lente, who’s writing two books, Paul Tobin, and the fine people over at Periscope Studio. I’ll weigh the pros and cons of each book after the jump. (more…)