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Rose, whose company Comic Images holds the Marvel direct-market merchandising license, traces his path from designing Underoos transfers to launching a full line of comics merchandise in 1984. He explains his monthly product cycle of buttons, pins, T-shirts, framed photos, and sticker collections, describing the Marvel Universe sticker line as a runaway success requiring multiple reprints. He recounts how DC commissioned WATCHMEN smiley-face buttons and the subsequent appearance of a pirated competing button, distinguishable only by which eye the blood drips from.