Is Warner Bros. Getting Retailers Ready for ‘Justice League?’

Is Warner Bros. Getting Retailers Ready

Exclusive merchandise at Target gets retail biz used to promoting DC's superheroes.

Even before “Man of Steel” helps set up a “Justice League” movie at Warner Bros., the studio’s consumer products division is already getting consumers — especially kids and families — used to seeing the match up of the superheroes in the retail aisle.

Starting today, Target will exclusively start selling a summer collection of Justice League-themed merchandise themed around Aquaman, Batman, Cyborg, The Flash, Green Lantern, Superman and Wonder Woman.

Warner Bros. Consumer Products, which brokered the deal with Target, said the look of the merchandise is inspired by “the New 52,” DC Comics’ relaunch of all of its monthly comicbooks in 2011.

But the look goes a little more pop-culture retro, with vintage and nostalgic designs that resemble the merchandise WBCP recently launched around the campy 1960s “Batman” TV show.

SEE ALSO: Warner Bros. Sets Licensing For ‘Batman’ Show

The more than 50 products cover the home, stationery, sporting goods, and lawn and garden categories and include folding chairs with capes; melamine dinnerware; an apron that transforms the cook into Batman; sand toys that will help beach-goers create Gotham City; and children’s Batman, Wonder Woman and The Flash beach towels that double as capes.

The line is also available to purchase on

The earliest a “Justice League” movie will get to the bigscreen won’t be until 2015, but the summer licensing deal with Target — and plans to roll out even more Justice League merchandise at other big box chains later this year — signals WBCP’s eagerness to not only promote DC’s characters together as various divisions around WB launch projects featuring the superheroes — from videogames to films and animated TV series and direct-to-homevideo movies, but monetize their various appearances, as well.

Retailers like to back familiar properties, and getting stores used to carrying Justice League merchandise beyond the traditional toy aisle could create a boon for WB once the “Justice League” film bows years from now. It’s already scored with “Man of Steel” merchandise, whose products are appearing on store shelves now. Target deal could highlight which products consumers gravitate toward more before the full “Justice League” movie line debuts.

SEE ALSO: WB Toying With Superman Merchandise.

“DC Comics’ Justice League characters are a powerful assemblage of the most recognizable superheroes in the history of comic books,” said Brad Globe, president of Warner Bros. Consumer Products. 

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  1. RPM says:

    I cant wait for Man Of Steel.
    But what will happen after?
    Justice League? I HOPE SO! …….. @ (with part 2,3&4 found in links at the bottom as well), I lay out what very well could be THE ULTIMATE JL RIDE!…. take a lookie-loo and tell me what ya think.

  2. JOE S HILL says:

    I Think its an intresting arrangement,because Twentieth Century Fox TV and Greenway Prods.
    really did a great job with “BATMAN”,,and for Warners’ Consumer Products to make collectables
    of the 1966-1968 ABC series,is long overdue! as a collector,this very much appeals to me,
    because DC has made many serious efforts to exploit most of its comicbook charecters,through
    its now defunct “DC Direct” line,which is still the finest! but with the Adam West TV series finally
    getting its due,i am very enthusiastic! but the next obsticle to cross now,is the how and where,
    when Twentieth and Warners come to better terms,and release the 120 episode series,along with
    “THE GREEN HORNET” TV series,which Greenway and Fox also did-that still remains to be seen!

  3. Well WB hasn’t been getting the best out of its DC characters for years. When you consider that Marvell, on its own, consistently comes behind WB as an entirety DC, Harry Potter etc.) when it comes to licensing cash.

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