Odhams' line of "juveniles" (i.e., comics) were managed by Alf Wallace, who had been brought over from Fleetway Publications (formerly Amalgamated Press), both parts of the same Mirror Group.

Odhams competed for readers with DC Thomson, publisher of such popular titles as The Beano, The Dandy, and Commando.

In 1964, Wallace recruited humour cartoonist Leo Baxendale, who had worked for DC Thomson for many years, to create a new, energetic comics weekly.

Although Baxendale was paid £8,000 in his first year at Odhams (adjusted for inflation, £140,000 in 2021 terms), he soon realized that there was little other security or money to pay contributors like John M. Burns, Gordon Hogg, Brian Lewis, and Dave Jenner (as Fleetway fought with Odhams for more resources from the parent Mirror Group).

's initial lineup of strips, Baxendale created at least seven of them (including Danny Dare; Eagle Eye, Junior Spy; Footsie the Clown; General Nitt and his Barmy Army; Georgie's Germs; Pest of the West; and The Tiddlers).

Long before the Fantastic Four joined the lineup, John M. Burns' Kelpie the Boy Wizard was the rare adventure strip in Wham!, set in the days of Camelot and King Arthur.

continued), and, beginning 1 January 1969, IPC Magazines (another member of the Mirror Group) took over publication of the remaining Odhams titles.

had created a newer, faster trend that was to influence many new up-and-coming artists and editors to imitate Baxendale's style in later years.

turned out not to be the commercial success it was originally intended, the trend Leo had created in terms of a racy and anarchic "new breed" of comic nevertheless seemed to be gaining greater favour amongst the hierarchy at Odhams.

This meant that Odhams were not able to attack DC Thomson from a secure base of rock-steady titles.

The other crucial factor was time, and, Alf having a jittery board of directors behind him, meant that he was under pressure for success.

According to Leo: "Alf had moved from Fleetway to Odhams as the 'golden boy' on the strength of his success as an editor of the 'War Libraries'".