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MARVEL ENTERPRISES INC. New York, New York A (Super) Heroic Effort To Turn Things Around.(A)
Byline: ADELIA CELLINI LINECKER
With all the "bang-zoom!" it can muster, Marvel Enterprises Inc. is lifting a page from its comic-book universe.
Just as Peter Parker morphed from a 98-pound weakling into Spider-Man, Marvel has transformed itself from a bankrupt toy maker into a profitable entertainment firm.
Spidey himself played a key role in the comeback. Last year's movie based on the legendary comic-book hero grossed $822 million and fueled sales of nearly 2 million videogames.
But there's more to this turnaround story than one blockbuster flick about a guy who harnesses the skills of an arachnid.
Marvel Chief Executive Allen Lipson says his firm is fundamentally different than it was when it emerged from bankruptcy in 1998.
The biggest change is that Marvel shed its capital-intensive toy-making plants in favor of selling licenses to its 4,700 characters.
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