To me everything is fun. I've started Twittering or tweeting recently and that's been fun.

Ideally, anything one writes should have a social conscience: if you can write a story that thrills, and with a good message, that's the perfect type of a story.

I don't sound disloyal, but I've never had a pair of Marvel pyjamas or underwear. I do have a lot of Marvel figurines at home in a cabinet. Every time they make a new Marvel figure I put it in my cabinet.

A superhero's catchphrase should be like a really memorable advertising slogan. It sticks in your head and you can't stop humming it. And let's face it, superheroes are just really selling themselves as products.

Quality. That's the first word, the one word that comes to mind when I think of the books published by Abrams. In a world where so many companies are willing to cut corners, to do things the easy way in order to enhance the bottom line, it's gratifying to know that there's one company that obviously takes such pride in its finished product, one company that can always be counted on to design and produce a book that is, itself, as much a work of art as the illustrations on its pages.

The cliché I tried to avoid was I hated "teenage sidekicks." I always figured if I were a superhero, there's no way on God's earth that I'm gonna pal around with some teenager. So my publisher insisted I have a teenager in the series, because they always felt teenagers won't read the books unless there's a teenager in the story; which is nonsense.

When you can sit down with a plain sheet of paper in front of you and make some notes, and, little by little, you see it take shape and become a concept for a movie or a TV show. That's a real thrill. You watch it go from notes on a paper to a meeting with writers and directors and actors. I can't think of anything that's more exciting.