AE: It’s Loki time! I think really you can lay a lot of this at Tom Hiddleston’s door. The shared universe that’s so familiar to us in comics hasn’t really been done in films to this extent, unless you count Alien vs. Predator or something like that, so already we have a new thing that’s gotten people’s attention. And then on top of that, Tom Hiddleston walks in and does the perfect performance, sets the world on fire, et cetera, and suddenly Loki is a big name. And meanwhile in the comics–completely separately, I think; I don’t think this is anything other than a massive coincidence that all of this has been coming together–you’ve got the work that Kieron Gillen did, and Matt Fraction should be included as well, on Kid Loki. Kieron came along and did this exemplary run that was critically acclaimed across the board, and not by the usual suspects, but by new readers who were just getting into it.
So there’s been a massive influx of new eyes in the films and the comics, and Loki is the common element here. It makes sense that now is the time to give him the solo title. And thanks to Kieron, we’ve got this amazing starting point; thanks to Tom Hiddleston, we’ve got–I mean, we don’t copy his voice, but Tom Hiddleston has established a ballpark, and we’re in it.
LG: Yeah, it wasn’t that sort of sneering villainy where he’s just a bad guy. There was a real sense of hurt and pain. You could see that he was hurting, really, and he was his own worst enemy, and he was just getting in his own way. And that made him a really evocative character. So there was all that, and obviously he became quite an appealing character to have in a visual medium; you know, you want an attractive character.
AE: It’s the perfect time for this comic to exist, and the audience is right there. And it’s not the usual readership.
LG: It’s a lot of new readers as well.
—London Super Comic Con Interview with Loki: Agent of Asgard’s Al Ewing and Lee Garbett