Mattel will retain the toy licensing rights to DC Comics characters for at least another three years according to a new report in Variety. The deal extension covers DC Comics, DC TV Shows and DC Movies. Unsurprisingly, Mattel will officially produce toys based on the upcoming Batman v Superman: Dawn of Justice as well as Justice League movies. According to the report, the deal covers Mattel’s other brands including Hot Wheels, Matchbox, Barbie, Mattel Games and Fisher-Price. Here’s a few snippets:
“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 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.”
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.
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