On August 28, 2009, The Walt Disney Company (Universal's biggest rival in the theme park market) agreed to purchase Marvel Entertainment for $4 billion. The deal was finalized on December 31, 2009 in which Disney acquired full ownership on the company. Universal stated that the acquisition would not impact its theme park licensing agreement with Marvel and Disney CEO Bob Iger acknowledged that Disney would continue to honor any contracts that Marvel currently has with Disney competitors.
The 1994 agreement between Marvel Entertainment and Comcast/NBCUniversal (Universal's current parent companies) governs the use of Marvel properties in non-Universal theme parks and dictates what parks in the region can use such properties. Currently, Islands of Adventure uses the Avengers, Spider-Man, X-Men, and the Fantastic Four, while Universal Studios Japan only employs Spider-Man, as it operates the Islands of Adventure cloned ride The Amazing Adventures of Spider-Man since 2004. Under the contract, it forbids Walt Disney World and Tokyo Disney Resort parks from installing these characters, as well as the other characters in the same "family" (e.g., any team members, side characters, and villains closely associating with the superheroes). In addition, Disney is not allowed to use the Marvel name in all of the U.S. and Japan, nor can create a Marvel-themed simulator ride within the legal designated regional distances of any Universal theme park in the U.S. and Japan regardless whether the Marvel characters are used by Comcast/NBCUniversal or not.
The Disneyland Resort is not constrained by the agreement, as it also states it could utilize any Marvel character west of the Mississippi whether used by Comcast/NBCUniversal or not. However, the resort is still bound by the clause of not using the Marvel name and a simulator ride containing any Marvel character. Disney parks outside the United States and Japan are permitted to use any Marvel properties, the Marvel name, as well as any type of ride they want. Both Hong Kong Disneyland and Disney California Adventure have opened Marvel attractions since the acquisition, with Iron Man Experience and Ant-Man and The Wasp: Nano Battle! at the former and Guardians of the Galaxy – Mission: Breakout! at the latter. These existing attractions are planned to be absorbed into a series of larger Marvel-themed lands called Avengers Campus, with another iteration set to open at Disneyland Paris. Shanghai Disneyland also have plans to incorporate Marvel attractions and Tokyo Disneyland planned to open the Big Hero 6 attraction scheduled to open in Spring 2020.
Meanwhile, Disney World has taken other measures to promote its Marvel properties within the Resort. At the D23 Expo on July 14–16, 2017, Disney announced that Guardians of the Galaxy: Cosmic Rewind would be coming to Epcot which forced the closure of Ellen's Energy Adventure on August 13. Monorail trains have been wrapped in advertisements promoting films such as The Avengers, Iron Man 3, and Captain America: Civil War. As these monorail trains featured Marvel characters that are used at Islands of Adventure, they are operated only on the Resort and Express lines of the Walt Disney World Monorail System, which run entirely outside the theme parks, unlike the Epcot line, which enters and loops through its namesake park. The resort does have a Marvel-themed store, Super Hero Headquarters. However, it is also located outside of park gates in Disney Springs. Marvel characters not connected with the ones at Islands of Adventure also appears at Disney's Hollywood Studios in form of meet and greets, such as Star-Lord and Gamora from Guardians of the Galaxy, as well as Doctor Strange.