What The--?! works that spoof some of their all-time greatest successes. For example, in issue #2, Byrne creates a tale pitting his work on the Fantastic Four franchise against his work with Superman. The issue goes so far as to have the Lex Luthor character complain about the changes Byrne made to the Superman legend after DC Comics' "Crisis on Infinite Earths". Though it carried the Marvel Comics label on the front left corner, "What The--?!" touted itself as being published by "Marble Comics". "What The--?!" parodied Marvel institutions such as the legendary Marvel Comics fan mail page, with staged articles called
Marvel UK Panini Comics obtained the license to print Marvel material in 1995 and took over the UK office's remaining titles. Reprints of American Marvel material had been published in the UK during the 1960s by Odhams Press under their Power Comics imprint. Titles such as "Smash!" and "Fantastic" featured a mix of Marvel reprint material and original non-Marvel work. This lasted till 1969 when the last superhero strip was removed from "Smash!", leaving no Marvel titles being reprinted in the UK at all. In 1972, seeing a gap in the popular weekly comics market of the UK, Marvel Comics formed their