Mattel Signs New Toy Deal Around DC Comics Superheroes (EXCLUSIVE)

Mattel re-ups with Warner Bros. to

Warner Bros. Consumer Products has re-upped a deal with Mattel that will enable the company to create toys around DC Comics’ superheroes for the next several years.

The deal will include the likenesses of the characters in films, TV shows and from comicbooks. That includes “Batman v Superman: Dawn of Justice,” out in summer 2016, and the “Justice League” that will follow, both directed by Zack Snyder, along with Warner Bros. TV series “Arrow” and “The Flash.” It previously worked on Christopher Nolan’s Batman trilogy, and 2013’s “Man of Steel.”

The extension, which is expected to last from three to five years, does not come as a surprise given that Mattel has been DC’s master toy licensee for 15 years, producing action figures, vehicles and role-playing accessories.

Deal continues to give the world’s largest toymaker access to DC’s vault, which includes over 1,000 heroes and villains like Batman, Superman, Wonder Woman, The Flash, and The Joker.

Toy brands involved in the pact include Hot Wheels, Matchbox, Barbie, Mattel Games and Fisher-Price.

“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.”

The studio is announcing the new Mattel deal as Hollywood is about to head to the Licensing Expo in Las Vegas next week to promote their brands and attract merchandise partners around core properties. Event takes place June 17-19 from the Mandalay Bay Convention Center.

Warner Bros. generates around $6 billion from licensing deals each year. And Mattel has helped the company introduce DC’s characters to younger audiences through its Fisher-Price DC Super Friends Imaginext line (see above) that’s become a hit among the pre-school circuit around the world; Hot Wheels cars; and DC Comics Super Heroes action figure lines. For adults, there also vintage products tied to the 1960s Batman TV series and more updated Batman collectibles.

“In our fifteen years of collaboration with Warner Bros. Consumer Products, Mattel has been honored with bringing the stories and characters of the DC Comics universe to life in toy form,” said Doug Wadleigh, senior VP, global brands marketing, boys and entertainment for Mattel. “Mattel’s robust portfolio has helped extend DC Comics properties to new consumers utilizing the toy brands they know and trust. We are excited to continue our partnership, and look forward to supporting upcoming entertainment launches and franchise development.”

As WB and DC celebrate Batman’s 75th anniversary, Mattel will produce a line of Lights and Sounds 10-inch Core figures, an assortment of Hot Wheels Batmobiles, Batman Basic Figures, the all-new Batman 12-inch figure, as well as additional figures and characters to augment the assortment.

Mattel also has reinvigorated its collector offering with the new 6-inch Total Heroes line, and the four-inch DC Multiverse line of hyper-detailed action figures for the more serious collector.

“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 of DC Entertainment.

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  1. James Reese says:

    Gotta be honest, I saw the toys from MOS and they were pretty terrible. I can understand how The Nolan Batman movies didn’t lend well to Toys but it was pretty sad about the state of DC toys outside of the niche market at Comic stores.

  2. Paco_850 says:

    Best DC toyline ever came out of Kenner Toys in the mid 80’s and was called the Kenner Super Powers Line based on the Super Powers Saturday Morning Cartoon Show. This crap coming out of Mattel is a pale comparison.

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