An architect of characters that were more relatable to readers, Lee's tenure would also include creating one of the first black superheroes in mainstream comics in the form of the Falcon, reforming the controversial Comic Book Code policy in the 1970s and encouraging the medium books to tackle social topics such as racism and corruption.
Stan Lee with wife Joan Lee, who died earlier in the year.
CBS turned the Hulk into a successful TV series, with Bill Bixby and Lou Ferrigno portraying the doomed scientist from 1978-82.
Stan Lee speaks onstage at the Hollywood Foreign Press Association's Grants Banquet at the Beverly Wilshire Four Seasons Hotel on August 2, 2017 in Beverly Hills, California.
Lee, the face of comic book culture in the United States, died early Monday in Los Angeles, according to U.S. entertainment outlets including The Hollywood Reporter.
It was in his monthly column, "Stan's Soapbox", for Marvel's Bullpen Bulletins that Lee coined his trademark catchphrase, "Excelsior!". Both characters were featured in animated TV series as well. "Spider-Man" did even better, taking in more than $400 million in 2002.
The comic icon, who created Marvel alongside Jack Kirby in 1961, suffered from a number of illnesses over the past year, including pneumonia.
As Marvel's Editor-in-Chief, Stan "The Man" Lee made his voice the voice of the stories themselves. It is a blueprint that has since cast a Hulk-sized shadow over not just the comic industry, but Hollywood itself decades later, when the Marvel Cinematic Universe was born and every movie studio began clamoring for its own shared cinematic universe.
As sales of comics declined, Marvel was forced into bankruptcy proceedings that meant it had to void a lifetime contract prohibiting Lee from working for anyone else.
Lee did still enjoy the fruits of his Marvel labors, however, telling ABC News in 2015 that the dominance of those characters at the box office half a century after their creation felt "wonderful".
The company went bankrupt, and three men were indicted for allegedly defrauding the business in a check kiting scam.
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