Pursuing multiple types of media to build a brand?

Hi all,

I'm basically working on a game and we wanted to create a back story for the characters. I realized one of the cooler ways to do this would be to commission a series of comic books. With any luck I'd sell the comics in order to prompt the game and merchandise. Has anyone here had good luck with this?

I'm not expecting to get rich, I love gaming and comics so I feel this is a natural step.