Comic book publishers, collectors and merchandisers are laughing all the way to the bank. Sixty years after the first publication of Beano in July 1938, comic books are a multi-million pound industry.
Hundreds of titles from Beano and Dandy to Spawn, X-Men and Preacher vie for the attention of children and adults. Most issues are published on a monthly or weekly basis with prices ranging from around 60p to £2.25.
Most money is generated through merchandising with promotional opportunities seeming endless, according to Mr Richard Lawlor, manager of Sub City Comics on Exchequer Street in Dublin.
"Look at all the merchandising spin-offs and films. There are novels, action figures, savings banks, alarm clocks, hats, shirts, games and trading cards. T-shirts and posters are our biggest selling items."
Comic creators and publishers are also getting a piece of the action, according to Mr Kevin Lyons, manager of Forbidden Planet on Dawson Street. "Merchandise is quite big at the moment. The creator of Spawn, Todd McFarlane, has his own toy company."
Since opening the doors nine years ago, Forbidden Planet staff have seen many changes in the comic book market. "There's a hell of a lot more of them now, there are hundreds of titles," Mr Lyons adds.
Comics aren't just for kids. The most popular tend to have a large adult readership and some are not even sold to children.
Although there are no rules regulating the distribution of comics, most stores refuse to sell to children unless the comic has a stamp of approval from the Comics Code Authority.
"The biggest sellers are Spawn, X-Men and Preacher. Preacher has an adult content, but the others are general readership," says Mr Lyons.
These comics often feature violent confrontations and sexy exchanges between mutants and misfits. The struggle between good and evil, not unlike some of the earlier superhero comics, also features heavily.
Mr Lawlor says: "We sell to an older crowd, from 25-43, generally men. It's a very male dominated market now. I suppose that's because the stories are heroic stories, characters going around fighting crime. Although nowadays some are geared towards both sexes, like House of Secrets, Sandman, Strangers in Paradise, Uncanny X-Men, X-Men, and Generation X."
Mr Lyons believes the customer profile is changing. "There are more women buying in the last five years than before," he says.
Comic books are a 20th century phenomenon and the most enduring were first published at the end of the 1930s.
These longtime favourites still have the biggest market share among children. "Beano and Dandy obviously would still be one of the best sellers," says Mr Damian Cahill of Eason Wholesale.
In order of popularity, Mr Cahill says the company receives the most requests for Beano, Barney, Dandy, Bunty (for girls), and Buster. "Generally, Beano and Dandy are surviving despite the poor performance of the rest of the market," he adds.
It is estimated that individual, mainstream wholesalers sell at least 10,000 copies of Beano in the Republic weekly, 8,000 Barney and 6,000 to 7,000 copies of Dandy.
There is also money to be made in first-run comic books or those featuring a character for the first time. The first issue of Beano cost 2d. Today, a copy in good condition, with the original Whoopee Mask included, would fetch thousands of pounds.
According to Mr Pat Duffy of Collector's Corner on Talbot Street, Dublin, old copies of Beano are hard to come by. "You don't often get them, they've become collectors' items. You could pay £30 to £40 for a Beano now." American comics may be even more valuable. Batman, first published by Detective Comics (DC) in May 1939 is worth $140,000 (£99,000) today.
However, there are thought to be only eight copies of Batman in good enough condition to command that price.
Even later titles in poor to moderate condition can fetch well above their original cover price, says Mr Lawlor.
"Fantastic Four started in the 1960s and we just sold No. 1 for £300, No. 2 for £100, No. 3 for £70. No. 4 went for £125 because it had the first appearance of a regular character. It was in dreadful condition otherwise you'd get £9,000," he said.
