Not Brand Echh

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Not Brand Echh Not Brand Echh was a satirical humor comic book from Marvel that parodied the company's own superheroes and stories as well as those of other comics publishers and such popular-culture figures as the Beatles. It ran for only 13 issues, from August 1967 to May 1969. The series included among its contributors such notable writers and artists as Stan Lee, Jack Kirby, Gene Colan, Bill Everett, John and Marie Severin, and Roy Thomas. With issue #9, it became a 25-cent giant, as opposed to the typical 12-cent comics of the time.

Its mascot, Forbush Man, introduced in the first issue, was a superhero wannabe with no superpowers and a costume of red long johns emblazoned with the letter F and wearing an upturned cooking pot with eye-holes, covering his never-revealed head. His secret identity was eventually revealed in issue #5 (Dec. 1967) as Irving Forbush, Marvel's fictitious office gofer.

The name was a play on an advertising convention of the time, in which a competitor's product was not referred to by name but simply as Brand X; DC was sometimes playfully called 'Brand Echh' in Marvel Bullpen Bulletins and letters pages, hence this comic was Not Brand Echh.

This was Marvel's first humor book devoted to parody.