in 1988, marvel published "what the--?!", a four-issue miniseries (aug.–nov. 1988), followed by an additional 22 issues continuing the numbering (july 1989 – sept. 1993). one story, for instance, featured "superbman vs. the fantastical four" — the same name as in "not brand echh" for a parodistic fantastic four. "not brand echh" mascot forbush man made a cover-featured return appearance in issue #8 (july 1990). two one-shots, "wha...huh?" in 2005, and "marvel: now what?!" in 2013 revisited the concept.