WARNING: The following article contains spoilers for Miles Morales: Spider-Man #10, by Saladin Ahmed, Javier Garron and David Curiel, on sale now.
The idea of commercializing his superhero persona makes sense for Tony Stark/Iron Man. He's one of the richest men in the Marvel Universe, and as a founding member of the Avengers has fame to match his fortune. He could easily leverage this into a variety of media deals for products, no different than any other celebrity. Miles Morales: Spider-Man #10 reveals Tony has definitely used his celebrity for at least one thing: cologne.
The ad, which appears on a bus stop in the book, features a sexy, shirtless Tony Stark, arc reactor and all. Details about the cologne aren't given, so its name and smell are unknown. However, the bottle draws from the look of Tony's arc reactor.
In the real world, there have been a few colognes based off Iron Man. One notable product was the Iron Man: Sonic Blast cologne by Corsair. Sonic Blast is part of a line of Corsair's Marvel colognes, also including Spider-Man and the Avengers. This cologne is described as having a summer scent with citrus notes. It's not exactly an aroma that screams Iron Man, be it the cutting edge of his armor, or the suave smoothness of Tony Stark, though making a matching scent might have not been the point.
The fragrance also has an old school design and logo for Iron Man, as do the others. Thus, it's not certain if it's meant to appeal to growing boys or adult men. Kids might be turned off by how old fashioned and "lame" the heroes look on the box, bolstering the idea that it's meant more for those who grew up with older comics. Other Iron Man colognes have opted to use bottle designs evocative of the character's hi-tech armor. This makes those scents a lot more marketable to both youth and especially grown men. Needless to say, Sonic Blast isn't anywhere near as sexy as the shirtless Tony Stark cologne in Miles Morales.
Obviously Tony Stark isn't the only hero with his own merchandising deals, as other characters like Johnny Storm/Human Torch definitely try and leverage their fame into deals. However, there's one big question that remains: What happens after a hero makes a big mistake? Are their deals pulled and products discontinued? Is this even Tony's first cologne? Maybe it's best to just wonder what Tony's new cologne smells like.
Miles Morales: Spider-Man #11 releases October 9.