10 Crazy In-Universe Rules MCU Characters Must Follow

Though the MCU as a whole hasn't explored this angle in any detail, it's clear that the Avengers are now massively lucrative, merchandised commodities in their own right, with millions - if not billions - of fans around the world.

Yet Doctor Strange in the Multiverse of Madness makes it abundantly clear that the opportunities afforded to the heroes are entirely dependent on their behaviour, not unlike any famous person bound to a certain code of conduct by their employer.

Early in the film, Doctor Strange (Benedict Cumberbatch) tells Scarlet Witch that if she helps him protect America Chavez (Xochitl Gomez), it'll get her "back on the lunchbox."

The implication, obviously, is that Wanda was removed from Avengers merchandise following the events of WandaVision, where she enslaved an entire town while grieving Vision's death.

But it does beg a few questions. First and foremost, is there a specific code of conduct that superheroes must adhere to in order to benefit from merch opportunities? And more to the point, who the hell is in charge of co-ordinating all this?

While interest in merch revenue is likely to vary wildly between the Avengers - it's difficult to picture Thor (Chris Hemsworth) giving much of a damn - it does appear that the heroes are subject to diminished revenues if they veer too far from the squeaky-clean heroic course.