When 20th Century Fox breathed new life into their X-Men franchise by letting the
First Class and
X2: X-Men United casts collide in
X-Men: Days of Future Past, there wasn’t a huge merchandising push, which we’ve come to expect from a summer comic book movie. Since the X-Men originated at Marvel Comics and were sold to 20th Century Fox as a movie property, Marvel ends up getting less than 5% of any Fox-Marvel property gross, meaning movie licensing would split profits between Marvel (under Disney) and Fox. At the tail end of that same summer, Disney was focused on pushing toys and merchandise for
Guardians of the Galaxy, not X-Men.
Rumors that Marvel was considering shutting out characters that they didn’t own the movie rights to gained some credibility with the lack of
Days of Future Past merchandise, and in recent months the evidence has continued to compile.
Many who were on the fence about the Marvel shutout of the Fox properties - X-Men and Fantastic Four - were finally convinced last July when Marvel Executive Editor Tom Brevoort
responded to a question on Tumblr about the lack of X-Men toys: “If you had two things, and on one you earned 100% of the revenues from the efforts that you put into making it, and the other you earned a much smaller percentage for the same amount of time and effort, you’d be more likely to concentrate more heavily on the first, wouldn’t you?”