The popularity of Captain Marvel allowed Fawcett to produce a number of spin-off comic books and Beck to open his own New York City comics studio in 1941. He later expanded his studio, adding one in Englewood, New Jersey. Beck's studio supplied most of the artwork in the Marvel Family line of books. In this he acted as Chief Artist (akin to an art director), a role Fawcett formally recognized on the contents page of Captain Marvel Adventures. This facilitated Beck's efforts to bring a coherent look to the stories with Captain Marvel and related characters, ensuring they adhered to the style he originated. The studio also did commercial art, most prominently a series of advertisements in comic strip form starring Captain Tootsie promoting Tootsie Roll. Done in the style of the Marvel Family books and similarly whimsical (this Captain had a large T on his shirt instead of a lightning bolt), the ads appeared in comic books published by both Fawcett and its rivals, and in Sunday comic strip sections of newspapers.
The popularity of Captain Marvel allowed Fawcett to produce a number of spin-off comic books and Beck to open his own New York City comics studio in 1941. He later expanded his studio, adding one in Englewood, New Jersey. Beck's studio supplied most of the artwork in the Marvel Family line of books. In this he acted as Chief Artist (akin to an art director), a role Fawcett formally recognized on the contents page of Captain Marvel Adventures. This facilitated Beck's efforts to bring a coherent look to the stories with Captain Marvel and related characters, ensuring they adhered to the style he originated. The studio also did commercial art, most prominently a series of advertisements in comic strip form starring Captain Tootsie promoting Tootsie Roll. Done in the style of the Marvel Family books and similarly whimsical (this Captain had a large T on his shirt instead of a lightning bolt), the ads appeared in comic books published by both Fawcett and its rivals, and in Sunday comic strip sections of newspapers.