Well, "they" wouldn't need to battle it out with Disney/Marvel if they want to do a tie-in comic. IDW and Marvel hve already had a working relationship for a few years. IDW puts out titles with Marvel characters in books aimed at a younger audience than the typical current Marvel comics buyers. The stories have no connections to the events in Marvel's own books. The line of books is titled "Marvel Action", and had 3 books in the last Previews publication: "Origins", "Spider-Man", and "Captain Marvel". There have been other Marvel characters featured previously in the line. Also, the Marvel Comics section of Previews recently started liting these title as well. Additionally, Hasbro does have the whole "Marvel Legends" line that they make, so there's a stronger working relationship there. I would imagine that it's also Hasbro that initiates any tie-in comics (selling the toys, of course).