I wonder why Disney doesn't cash in on the Superheroes popularity with "The Incredibles". Sometimes, they can be done under the Pixar/Disney label instead of Marvel.
They fail to understand that not only are toy rights and theme park rights two completely different things, toy rights have nothing to do with selling those toys.
Who has the Orlando theme park rights?
One might say "Universal!" since the upcoming Walt Disney Animation film is an adaptation of a Marvel story. But thus far there has been no mention of Marvel in any promotion for the film and the famous red block logo has been left out of the teaser poster. Might Disney conclude that, in this instance, Marvel's tie to the project is so minimal that Universal can't claim it for the Orlando property? It would be quite odd if a animated Disney holiday release is not promoted in the Florida parks.
For example, it's possible that Universal could carry Star Wars action figures, but you'll never see a "Build-a-Droid" station there.
@anonymous, I don't think Universal can claim BH6. They would need Disneys permission to use it. They can only use the families of characters they are currently using. Which is a big reason why Disney may have chosen this IP. There are no direct ties to the characters Universal is using. I do believe they are downplaying the Marvel aspect, though. If the movie does well, Disney may want to incorporate something into the parks. Universal couldn't stop them from using the characters but they may have issue with promoting them heavily as "Marvel" characters.