Todd McFarlane: Image Comics, McFarlane Toys, and Knowing your Worth
“Know your worth”. That’s a concept a lot of people struggle with. Todd McFarlane however, doesn’t have that problem. McFarlane is one of the most prolific comic book creators of all-time. His work on Marvel’s Amazing Spider-Man was more than enough to cement McFarlane in the comics hall of fame. However, it was what came after (the founding of Image Comics and McFarlane Toys) that ensured McFarlane’s legacy as more than a comics guy, but an innovative genius and entrepreneur.
Born in Calgary, the son of a printer, McFarlane had an unusual path to comic book super-stardom. McFarlane was more of the stereo-typical jock than the stereo-typical geek you’d imagine drawing comic books. He grew up playing baseball and attended Eastern-Washington University on a baseball scholarship studying Graphic Design. While at college McFarlane worked as a janitor, and at a comic book shop. Between two jobs and class, McFarlane was stretched thin. A busy schedule didn’t stop him from working on his secret passion; comics.
McFarlane claims that he “annoyed his way into a job” in the comics industry. McFarlane would often stay up late working meticulously to perfect his style. Those late nights practicing led to McFarlane putting together weekly portfolios to send to each major comics company, along with a letter asking for a job. McFarlane sent over 700 packages of samples in a year and a half of practicing. You can see why McFarlane says he annoyed his way in to the industry. McFarlane’s persistence paid off, and soon he found himself working for both DC and Marvel comics from 1985–1988.
In the mid-90’s however, McFarlane wasn’t just working in the comic industry; he was revolutionizing it. His dynamic style, with exaggerated proportions and bold poses for characters, was drawing readers in. McFarlane’s run on the Amazing Spider-Man re-established the character as a contemporary icon for young adults.
Soon McFarlane grew tired of simply drawing for comics, and he desired to write original stories as well. When he was met with dismissals from Marvel comics concerning his original stories, McFarlane decided to take steps few would risk. In 1992, with other frustrated creators from Marvel, McFarlane founded Image Comics. McFarlane and his cohorts created a space where artists could publish their comics while retaining the copyrights to their characters, an industry practice unheard of until this point.
The retention of copyrights to his characters was the cornerstone of McFarlane’s success going forward. At Image McFarlane launched his teenage creation Spawn unto the world. The comic was successful, but from that point on McFarlane would license the Spawn characters to create movies, animated television series and toys. Toys are perhaps the most important facet of the Spawn licensing success story.
From the incredible reception of Spawn action figures, McFarlane knew he could repeat his success with other brands. McFarlane then founded McFarlane Toys, a company which produces licensed action figures based on some of the most popular properties around. McFarlane also started making deals with other Image comics creators to sell licensed toys of their characters. The synergy in McFarlane’s business model was a recipe that saw his net worth grow significantly after leaving Marvel comics in the early 90’s.
McFarlane’s story isn’t just one of financial success. His life work is a testimony to knowing exactly what you are worth. McFarlane should serve as an example for all creatives who are pushed to subject themselves to corporate pressures. Knowing when to push back, or carve your own path entirely, is a marker of truly successful innovators. McFarlane posses this quality in spades. Having the confidence to step out on your own, is the “jump” all entrepreneurs talk about. McFarlane jumped, and hasn’t stopped since 1992.