BOYS BOYS BOYS! As a consequence of a shift in beliefs regarding the BRAND, there has been a strong push away from Disney being an all ages brand with no strong gender attachment towards pushing princess merch; likely the consequence of gendered focus testing. The Disney BRAND became outwardly toxic for boys despite its parks and films having much to offer for both boys and girls. Over time those shifts in brand perception among children has resulted in everything from an initially princess M&G heavy NFL, with SDMT added later, to gender segregated programming on Disney Junior, compare Disney Jr's programming lineup to that of PBS Kids.
So now that they've "poisoned" the brand for most boys and the suits believe gendered IP is a safer bet, ignoring the fact that some of Disney' and Pixar's biggest hits were not directed at one gender. That's where Marvel comes in. Burbank sees Marvel as an equalizer that can perform in the same manner for boy as the Princesses have for girls. If you have a look at the rankings for merchandising based on FRANCHISE/BRAND, Marvel may not look that big, but the suits believe that over time it can be a solid top 10 contender along with the rest. Marvel also serves international objectives as well. China has a male to female ratio of 1.18 to 1, for children under 18, which bodes well for such a boy focused brand in the world's fastest growing middle class. On the content side, their grand experiment, the Marvel Cinematic Universe, has reinvented the idea of the franchise by creating a shared universe modeled after their comic book counterparts. Also worth noting that Kevin Fiege wasn't a big comic book fan growing up yet studied the comics. We now have two successful Captain America movies, a character many said would never resonate with audiences, and that movie with the talking tree and raccoon everyone seems to be talking about as that Avengers thing.
Maybe I should have mentioned that me and my friends are all female. We regularly meet up for an evening out, leaving husbands and kids behind at home, to have a drink and see a film. The usual picks are in the category one could call "chick flick". That's why I made the comment that with Guardians of the Galaxy they did not have the Marvel brand (which here in Germany is not very well known any way) working for them, but still the film had a brilliant first weekend (it just came out last Thursday). I do think that this is one of the strength of the film (and why it seems to be so successful), it is not a purely male film.