With a four billion dollars operation The Walt Disney Company has acquired the 5.000 characters portfolio of Marvel Entertainment. The core of the transaction is well explained by Robert A. Iger, President and Chief Executive Officer of The Walt Disney Company: "We believe that adding Marvel to Disney's unique portfolio of brands provides significant opportunities for long-term growth and value creation". The Marvel’s empire was built through a wise policy of exploitation of intellectual property, that made its works of authorship and trademarks nurture and acquire a growing value. Licensing, franchising, publishing and film making were the key points of Stan Lee’s success. Once more the weight of intellectual property in a business transaction becomes predominant.