The real reason these animated superhero shows were canceled

Virgil Hawkins is that most classic of superheroes — a normal kid until he suddenly very much isn’t. Transformed by exposure to a mutagen gas, he gains the ability to control electromagnetism and becomes Static, hero of Dakota City. And alongside his best friend, Richie, he spent four seasons of Static Shock battling bad guys, learning life lessons, and occasionally hanging out with Shaquille O’Neal. Fans flocked to it. Static Shock earned high ratings from the very beginning, to the point of surpassing all other kids’ shows save global juggernaut Pokemon. Nor did these ratings slacken with time. Reruns aired on Cartoon Network outstripped all other children’s programming. What, then, put a halt to Static’s crackling popularity? Well, it was something that had nothing to do with ratings: merchandising.

As creator Dwayne McDuffie recounted years after the show’s end, animation is enormously expensive to produce, and it depends upon the success of multiple revenue streams. A well-rated cartoon must also have profitable toys, T-shirts, video games, and tie-in books, which Static Shock lacked. Sadly, toy companies weren’t as keen on the cartoon as kids were. “After five years,” McDuffie explained to The World’s Finest, “we had a Subway value meal, two Scholastic book adaptations, one DVD, and a Gameboy Advance game.” Being able to do as many episodes as they did was “a gift” — one that fans the world over were ecstatic to receive.

Written by: Looper