Mattel has inked a licensing deal with Warner Bros. Consumer Products to become the official toymaker for DC Comics.
Toy company has been working with WBCP for the past seven years on one-off properties, a relationship that began with “Harry Potter” and moved on to include “Batman Begins,” “The Batman” and Justice League animated series.
But the new multi-year deal makes Mattel the master toy licensee for the complete DC portfolio, which includes characters such as Superman, Batman, Wonder Woman, the Joker, the Flash, Green Lantern, Aquaman, Green Arrow and Justice League.
It also covers past and future films and animated properties.
Mattel’s brands such as Hot Wheels, Radica, Fisher-Price, Tyco and Mattel Games are expected to take full advantage of the deal.
Toymaker also plans to create a DC Superheroes-branded section in retailers’ toy aisles as part of the effort.
Financial terms of the pact were not released.