@humble.crownSony's cleared over $200M off Spider-Man: Brand New Day promotional product sales alone. The backstory on the merch rights is messy though, Marvel bought back the toys and merchandise in 2011 but carved out an exception for Sony's Spidey film promo products. That detail spilled out in 2014 when the big Sony hack happened, and the doc is archived on Wikileaks: https://wikileaks.org/sony/docs/07/junderwood/1%20Corp%20Dev/Spiderman/Operating%20Relationship/Marvel%205.3.11/Sent%202/Marvel-Sony%20Discussion%20Document%20SPE%206-8-11%20a.doc
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