The agreement allows Sally to represent the Marvel Universe line-up of comic book characters and storylines to the theme park, attractions and museum markets, seeing their development as dark rides and other interactive adventures, walk-through experiences or exhibits.

Marvel Enterprises controls a library of over 4700 proprietary characters, of which 1400 are considered 'active'. These include Spider-Man, Hulk, X-Men, Fantastic Four, Captain America, Iron Man and Elektra.

Sally presented initial ride and attraction concepts at IAAPA and company CEO John Wood said: “We're also interested in listening to any ideas clients may have.”