Mattel has regained the licensing rights to use DC’s entire library of characters, including Batman, Superman, Wonder Woman, and many others.
The multi-year licensing agreement allows Mattel to develop and market a comprehensive range of DC-themed action figures, playsets, accessories, and adult collectibles starting in the second half of next year. The financial terms were not disclosed.
Previously, Mattel lost the global licensing rights in 2018 to develop and market DC-related toys to competitors Spin Master and McFarlane Toys. However, it retained the ability to manufacture DC-themed toys for girls and preschoolers.
Nick Karamanos, senior VP of entertainment partnerships for Mattel, expressed the company’s eagerness to leverage its brand management and product design expertise to bring innovation to DC.
“This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages,” he stated.
The DC licensing agreement builds on the existing relationship between Mattel and Warner Bros Discovery Global Consumer Products. This includes more than 30 brands and franchises, covering plush toys, dolls, vehicles, games, and novelty toy categories.
Robert Oberschelp, head of Warner Bros for Discovery Global Consumer Products, mentioned that the renewed partnership marks an “exciting new chapter” for this year.
“Our collaboration with Mattel will lead to all-new offerings that celebrate DC’s rich legacy and future storytelling across publishing, animation, television, and film,” he concluded.
