Odhams' "juveniles" (i.e., children's comics) competed for readers with DC Thomson, publisher of such popular titles as The Beano, The Dandy, and Commando. Alf Wallace, who had found success at Fleetway with his line of War Picture Library comics, was brought over to oversee Odhams' comics line. He was, however, unable to reverse the declining popularity of Eagle and Swift, or succeed with Boys' World, launched in 1963.Coates, Alan and David. "Smash!" British Comic World #3 (A. & D. Coates, June 1984). In fact, by early 1964, Swift and Boys' World had both been absorbed by Eagle, which, along with Girl, was then taken over by IPC.
