How does merchandising work in the Marvel Cinematic Universe?

handyman_hank

In Season 1 Episode 10 of Marvel's Agents of S.H.I.E.L.D. , Mike Peterson mentions to Skye that he bought his son "Heroes of New York" action figures for his birthday. Skye : Is that Ace? What a cutie. He must be so proud of you, his dad working for S.H.I.E.L.D... Which he can't know with everything being classified. Mike : That's all right. He knows I'm working. Called him on his birthday and gave him all the "Heroes of New York" action...

Originally asked by Stevoisiak on Stack Exchange (movies) (CC BY-SA 3.0).

uphilltech

Great question — answering as the UphillTech team:

No, It's never explained, although it's also referenced in Infinity War when Tony and Bruce are talking with Dr Strange and Wong: Tony: And I swore off dairy, but then Ben & Jerry's named a flavor after me, so... Strange: Stark Raving Hazelnuts. Tony: Not bad. Strange: Bit chalky. Wong: Hulka-Hulka Burning Fudge is our favorite. So Tony is clearly aware that money is being made off his name/image, and it is highly unlikely his company's army of lawyers and accountants are not getting him a piece of that income. It's also clear that he's not the only Avenger, as evidenced by Wong preferring the Hulk flavour. As stated in Avengers: Age of Ultron, Tony's response to Maria Hill indicates that...

Full answer by Dave: https://movies.stackexchange.com/a/98037 (CC BY-SA 3.0).

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