Disney smash! Entertainment's most lovable media conglomerate has added yet another brand to its portfolio. During an investment call today, the company announced plans to purchase Marvel, the comic book publisher turned entertainment powerhouse that has brought the world such cherished pop cultural icons as Spider-man, the X-Men, and the Hulk.

The deal values Marvel at $50 a share, for a whopping sum of $4 billion. Said Disney CEO Robert Iger:

This transaction combines Marvel's strong global brand and world-renowned library of characters including Iron Man, Spider-Man, X-Men, Captain America, Fantastic Four and Thor with Disney's creative skills, unparalleled global portfolio of entertainment properties, and a business structure that maximizes the value of creative properties across multiple platforms and territories. Ike Perlmutter and his team have done an impressive job of nurturing these properties and have created significant value. We are pleased to bring this talent and these great assets to Disney.

Disney will become the owner of Marvel's 5,000 plus characters under the deal. Perlmutter, Marvel's CEO, will continue to oversee the Marvel properties and will "work directly with Disney's global lines of business to build and further integrate Marvel's properties," according to Market Watch.

Both Disney and Marvel's boards have approved the deal.