What happened Shares of Genius Brands International (NASDAQ: GNUS) shed a quarter of their value on Monday after the children's entertainment company said it will launch a major new business. So what On July 2, Genius Brands' stock soared after it promised to unveil an "exciting business development" on July 6. Well, today is July 6, and investors apparently weren't so excited about what they heard. After rocketing higher on Thursday, Genius Brands stock plummeted on Monday. Image source: Getty Images. Genius Brands announced that it will create a new joint venture with Stan Lee's POW! Entertainment called Stan Lee Universe. The JV will control the global rights to much of the intellectual property that Lee created after his time at Marvel Entertainment. Genius Brands will serve as the managing and controlling partner of the Stan Lee Universe. "Stan Lee Universe is a once in a lifetime asset drawn from over 100 original, heretofore unexploited properties, created by the most successful creator of intellectual property of our time," Genius Brands CEO Andy Heyward said in a press release. Now what There's little doubt that this portfolio of Lee's creations has substantial value. He helped to create many popular superhero characters, including Spider-Man, Iron Man, Captain America, and The Avengers. Many of his newer creations will also likely prove popular with children. The question is: How much is this character portfolio worth? There's no possible way Genius Brands -- with its roughly $55 million in cash reserves -- could have outbid companies like Disney -- which recently raised more than $10 billion via debt offerings -- unless they didn't believe these assets were worth what Genius Brands was willing to pay for them. So Heyward's grandiose statements regarding the JV -- such as "There simply is no greater treasure chest of intellectual property anywhere" -- seem a little far-fetched, to say the least. And judging by the stock's plunge today, investors are not nearly as excited about this property as Heyward is. 10 stocks we like better than Genius BrandsWhen investing geniuses David and Tom Gardner have a stock tip, it can pay to listen. After all, the newsletter they have run for over a decade, Motley Fool Stock Advisor, has tripled the market.* David and Tom just revealed what they believe are the ten best stocks for investors to buy right now... and Genius Brands wasn't one of them! That's right -- they think these 10 stocks are even better buys. See the 10 stocks *Stock Advisor returns as of June 2, 2020 Joe Tenebruso owns shares of Walt Disney. The Motley Fool owns shares of and recommends Walt Disney and recommends the following options: long January 2021 $60 calls on Walt Disney and short July 2020 $115 calls on Walt Disney. The Motley Fool has a disclosure policy.Source