No announcement yet.

Mattel and Warner Bros extend deal for DC Comics toys

  • Filter
  • Time
  • Show
Clear All
new posts

  • Mattel and Warner Bros extend deal for DC Comics toys

    Mattel and Warner Bros. Consumer Products are keeping their 15-year partnership going strong under a new multi-year agreement that grants the toy company rights to continue as the master toy licensee for their entire DC Comics character portfolio, as well as for their upcoming film and TV projects. The deal gives Mattel full access to all of the DC Comics characters, which includes Superman, Batman, and the Justice League. Here is the full announcement:​

    Warner Bros. Consumer Products (WBCP), with DC Entertainment, announced today that it has once again extended its successful relationship with leading worldwide toy manufacturer, Mattel, Inc. The new multi-year agreement grants Mattel rights to continue as master toy licensee for the entire universe of DC Comics characters. Under the terms of this strategic alliance, Mattel is granted unprecedented access to the complete breadth and scope of the DC Comics vault of characters, which includes more than a thousand world-famous DC Comics Super Heroes and DC Comics Super-Villains, such as Batman, Superman, Wonder Woman, The Flash, and The Joker. The deal continues Mattel's support of the universe of DC Comics characters across its entire portfolio of core brands, including 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."

    In addition to the rights to utilize existing DC Comics characters and existing content, the extension includes Mattel's rights to produce toys based on future DC Comics films, animation and television projects that are developed and produced during the term of the agreement. Mattel is set to develop toy lines for two of Warner Bros.' most highly anticipated theatrical releases: the summer 2016 release of Batman v Superman: Dawn of Justice, and the recently announced Justice League film, to follow.

    The dominance of DC Comics storylines in the world of television has enabled Mattel to develop product based on the Warner Bros. Television primetime series Arrow, entering its third season, and brings new opportunity with the upcoming live-action series The Flash. Mattel will also have the opportunity to create product with newly announced DC Comics–based television series Gotham, Constantine and iZOMBIE, which will all debut during the 2014–15 television season.

    "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 Vice President, 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."

    During its nearly 15-year partnership with WBCP, Mattel has created and delivered a number of successful toy lines that bring the fun, action-packed heroism and excitement of DC Comics' characters to life, including top-of-the-line action figures, vehicles and role play accessories across all DC Comics brands, including tentpole films The Dark Knight Trilogy and the 2013 release of Man of Steel; to the vintage-styled line in support of the 60's BATMAN™ Classic TV Series. Mattel's Batman evergreen lines, Fisher-Price DC Super Friends Imaginext line, Hot Wheels® brand, as well as the multiple DC Comics Super Heroes action figure lines, together illustrate the commitment and success Mattel has had with the DC Comics brand over the years.

    "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," stated Diane Nelson, President of DC Entertainment.

    Driving its core Batman business, WBCP and Mattel continue to maintain the momentum for the ultimate Super Hero with its exclusive evergreen Batman brand that has come to life in toys and at retail. This year, Mattel has released new and exciting products in the evergreen Batman toy line, including the Lights and Sounds 10ꞌꞌ Core figures, Hot Wheels® Batmobile Assortment, Batman Basic Figures, the all-new Batman 12" Figure, as well as additional figures and characters to augment the assortment. Mattel has reinvigorated their collector offering with the new 6ꞌꞌ Total Heroes™ line for the gateway collector and the 3¾ꞌꞌ DC Multiverse line of hyper-detailed action figures for the more serious collector – both lines launched this year.

    Fisher-Price continues to introduce the world of DC Comics to the next generation with their popular DC Super Friends pre-school line. Part of the Fisher-Price Imaginext line, DC Super Friends has proven to be incredibly successful in the U.S., U.K., Brazil, Mexico, Australia and Spain, as it continues to expand across Europe with its recent debut in German, and globally.
    No word on if Mattel tried to get the rights to make action figures based on the Masters of the Universe characters that were featured in 1987 motion picture, which Warner Bros. currently has the rights too.
    "We must always value life. Even the life of one who opposes us." ― He-Man

  • #2
    I wonder if the declining interest in the MOTUC line (Thanks to Neitlich's business tactics) would have a negative impact on the MOTU brand in general, thus less likely we would see any further news on the 1987 movie's rights or its products!


    • Draego-Man
      Draego-Man commented
      Editing a comment
      Probably... plus Scooter never thought it was important even though most fans would love Karg, Shock Troopers, Movie Skeletor, Movie He-Man, and Golden God Skeletor.

  • #3
    This part of the article really struck a cord with me "'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,' stated Diane Nelson, President of DC Entertainment."

    That's all well and good for DC, but where's that type of support for Mattel's own properties like MOTU? Here's an idea for Mattel, not just the MOTUC Brand Manager: why don't you put half of the effort you put into DC properties into MOTU? I'd bet the MOTU brand would resonate more with today's audiences if that did happen. Also, no deals have to be negotiated with another company because Mattel already owns the property. It's not like DC needs as much effort as it's gotten recently for its products to sell and be considered a success.
    I make my own MOTU video games. Wanna see?


    • #4
      Well, I doubt that Mattel has enough faith in its MOTU brand anymore. And a niche market isn't what they're looking for it seems, especially after the failure of the 200X line.


      • D.M.
        D.M. commented
        Editing a comment
        They ought to just sell the line to some other company.

    • #5
      I certainly don't disagree with you, Mechanaizor. I'd say Mattel's lack of effort is what drove MOTU from being the most successful toyline of its time to becoming a niche brand. It's like the only action figures they really try to get behind is Fisher Price Imaginext, and let's face it, DC is their bread and butter for that one. I've asked in WTFWTK about getting MOTU tested in that brand for a younger audience. Instead of a "flat-out no" on the idea, I was kinda surprised to get a little bit of a soft no with "no plans right now" and then got sort of a "duh!" statement with something being said about the people at Fisher Price being fans of MOTU. Okay. Kinda obvious when they've pretty much made Spydor and Roton vehicles, and Skeletor's armor is included in the Wizard Tower playset. It just kills me to see they need another company to help them sell boy toys and split their profits when most of the associated toylines are going to be tied to summer blockbusters and will have more longevity in any given store's clearance rack than they will of seeing anything past a wave two or three.
      I make my own MOTU video games. Wanna see?


      Unconfigured Ad Widget