Warner Bros. Renews Mattel Toy Deal for DC Comics Properties
As Warner Bros. continues to ramp up its DC Entertainment brand to better compete with Marvel, it has agreed to a new multiyear worldwide deal with Mattel to continue their 15-year relationship licensing and merchandising toys and products based on characters such as Batman, Superman, The Flash, Wonder Woman and the TV series Arrow.
Mattel, as the DC master toy licensee, is already developing toys around two 2016 Warners movies: Batman v. Superman: Dawn of Justice and Justice League.
Mattel is also creating toys and other products for the upcoming TV series Gotham, Constantine and iZombie, which debut during the 2014-15 season.
“Warner Bros. and DC Entertainment have an unrivaled portfolio of characters and a strong slate of content across all platforms, which is essential to driving our global consumer products business — a business anchored by our long-term partnership with Mattel,” said Brad Globe, president, Warner Bros. Consumer Products. “With so much opportunity on the horizon, we know Mattel will bring the talents of its world-class organization to create and market product lines for fans of all ages.”
“Mattel’s robust portfolio has helped extend DC Comics properties to new consumers utilizing the toy brands they know and trust,” said Doug Wadleigh, Mattel’s senior vp global brands marketing, boys and entertainment.
In the past year, Mattel has released new products for Batman including the Lights and Sounds 10-inch Core figures, Hot Wheels Batmobile Assortment and a new Batman 12-inch Figure.
Mattel also owns Fisher-Price which produces toys and products for young children. Its Warner connection includes the DC Super Friends preschool line.
“We look forward to continuing our strong relationship with Mattel and the Warner Bros. Consumer Products teams to collaborate on compelling product lines that support the many exciting DC Comics initiatives slated for the coming years including film, TV, games and comics,” said Diane Nelson, president, DC Entertainment.