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their own. 21 Leiber, who is better known by his pen name Stan Lee, and legendary artist
Jack Kirby adopted the basic premise and style of a comic that Kirby had created for DC
called The Challengers of the Unknown, gave them idiosyncratic personalities and
powers that resembled the four classical elements, and launched The Fantastic Four in
November, 1961. 22Unresolved issues of uncredited collaboration and some conspicuous
inspiration drawn from competitors aside, Stan Lee entered an intensely prolific creative
phase which lasted for the duration of the 1960’s; he wrote or plotted and edited nearly
every one of Marvel’s publications during this decade. In addition to scores of
remarkable villains and supporting characters, Lee had a personal hand in the creation of
many of the most significant and enduring superheroes in comic book history, and by
1964 he had introduced the world to The Incredible Hulk, Dr. Strange, The Mighty Thor,
The Invincible Iron Man, Daredevil, The Uncanny X-Men, and of course, his greatest
triumph, The Amazing Spider-Man.23 These new characters were tailored to appeal to the
Baby-Boomer audience in particular, and Boomers began to think of DC’s line up as
outdated, out of touch, and their father’s heroes; if Superman and Batman could be
equated with Frank Sinatra, then Marvel Comics were The Beatles. It followed that the
generational gap that the two rival companies came to represent was politicized in the
minds of the consumers, and DC and Marvel found their corporate identities transposed
over the contentious polemics of this politically energized era. Suddenly, Superman, who
was forged as an adjunct of the semi-socialist New Deal, seemed like Barry Goldwater in
21 Although the event is unverifiable, it is firmly planted in comic book folklore. DC's Irwin Donenfeld has
also been thought to be Goodman's golfing buddy in the story.
22 I always felt that Mr. Fantastic being representative of water was a bit of a stretch.
23 Iron Man, Spider-Man, and other Marvel heroes are discussed in more detail in this book’s next section.