There is nothing to deny - it's a fact. Though I think when folks talk about it they conveniently leave out the third, Pixar - because they know that doesn't help the case for the whining about "outside" properties, even though technically, it was.
These purchases were brilliant on so many levels. They also fit perfectly into the Disney family, contrary to what some folks like to rant about. It's really pedantic that folks dismiss them simply because they did not originate with a Disney employee - like somehow anyone who works for Disney in 2014 has some magical property (no pun intended) that somehow has that if their paycheck says "Disney" on it, what they create is inherently "Disney" - when in this day and age, that's a naive notion at best.
These properties and Disney were just really smart moves because Disney is the only company out there that already has the infrastructure to support them like no other could. For just one example, just look at what Disney has done with toy distribution with Marvel and Star Wars - anyone been to a Toys R Us in the past few weeks? The Star Wars section of most stores was down to about 5-6 feet of shelf space, a bit more for Marvel (only because it includes so many properties in and of itself). Now, you will find a full
double aisle (up and down both sides, with several large displays in the center) all of Marvel/Star Wars product at
the front of every TRU out there in the prime real estate next to the electronics/video games section.
That kind of stuff wasn't happening before, but because Disney already has relationships with companies like TRU, they are able to take it to a whole new level.
It's popular to dismiss them on certain fan sites, but the truth is - these purchases ensured the long-term profitability of the Disney company. They are no more or less Disney than any other adapted Disney property in reality, it's just that lots of those folks who deny that don't really live in reality.