Jim Shooter reveals the secrets of the Secret Wars:
The road that led to Marvel Super Heroes Secret Wars actually began when Kenner Toys licensed the DC Universe for a boys’ action figure line. Their competitor, Mattel, already had their He-Man action figure line, which was doing very well, but wanted to hedge the bet in case comic book character action figures became the rage. So, they came to Marvel to talk about licensing our characters. One thing they demanded of us was an “event,” a special publication or series to help launch the toy line. I offered an idea that was suggested by a dozen or so correspondents — usually younger ones — in the fan mail every day: one big, epic story with all (or many) of the heroes and villains in it. Everyone agreed.
We went through a number of ideas for names for the toy line and series. Mattel’s focus group tests indicated that kids reacted positively to the words “wars” and “secret.” Okay.
Mattel had a number of other requirements. Doctor Doom, they said, looked too medieval. His armor would have to be made more high-tech. So would Iron Man’s, because their focus groups indicated that kids reacted positively… etc. Okay.
They also said there had to be new fortresses, vehicles and weapons because they wanted playsets, higher price point merchandise and additional play value. Okay.
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Allowing any one of the writers to handle pretty much everyone else’s characters in Secret Wars, contemplated to be the biggest, most continuity-intensive crossover ever done, would have led to bloodshed in the hallowed halls.So, I wrote it. As Editor in Chief, by definition, I was the company’s designated Keeper of the Franchises, and the ordained Absolute Authority on the characters — all part of the job, at least back then.