Warner Bros. Names Mattel Master Toy Licensee for DC Comics

by Jeff

BURBANK, Calif.–(BUSINESS WIRE)–Warner Bros. Consumer Products (WBCP), on behalf of DC Comics, announced today that it has entered into a multi-year deal with leading worldwide toy manufacturer, Mattel, Inc., which names them master toy licensee for the complete DC Universe property portfolio. 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 Super Heroes and Super Villains, such as Superman, Batman, Wonder Woman, The Joker, and The Riddler. Further, the agreement includes well loved characters such as The Flash, Green Lantern, Aquaman, Shazam!, Green Arrow and Hawkman. Financial terms of the relationship were not released.

In addition to the rights to existing DC Comics characters, animation and motion pictures, the deal gives Mattel rights to produce toys based on future DC Universe film and animation projects that are developed and produced during the term of the agreement. Mattel will support the DC Universe characters across all of its key brands including Hot Wheels, Radica, Fisher-Price, Tyco and Mattel Games.

Mattel will bring the talents of their world-class sculptors, designers and developers to create product lines that target both kids and collectors. In combination with their expertise in kids and kid-targeted marketing, product and content development, they will develop DC SUPER HEROES sections in the toy aisle designed to attract a new generation of kids into the DC Universe for the first time while fueling the flames of collectors’ and fans’ passion for these characters. With the broad scope of category rights granted, Mattel is uniquely positioned to leverage this rich portfolio across many different categories.

“Combining the power and richness of the DC Comics Universe with the unparalleled creativity and expertise of Mattel makes for an incredible alliance,” said Brad Globe, president, Warner Bros. Consumer Products. “Knowing that the vast catalogue of DC Comics properties will be in the hands of the world’s most successful toy manufacturer ensures a consistency and quality in product development for years to come.”

Beyond the strong stable of notable heroes that serve as the face of the DC Universe, characters from such world renowned super powered teams as the Justice League and Teen Titans will allow Mattel to expand on their extensive, existing relationship with DC Comics to develop products that go far deeper and broader with their individual characters.

“Working closely with Mattel across a broad spectrum of our characters will increase the variety available to our fans and collectors, and help introduce the DC Universe to a new generation of toy buyers. We look forward to collaborating with their dedicated team to make toys as yet undreamed of into playful reality,” said Paul Levitz, President and Publisher of DC Comics.

During its seven-year relationship with Warner Bros. Consumer Products, 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 and vehicles for the 2005 release of “Batman Begins,” innovative toys for “The Batman” animated series, along with a collection of heroes and villains from the popular Justice League Animated Series and the Batman and Superman family of DC Super Heroes action figure lines.

“We are thrilled to expand our long-standing partnership with Warner Bros. Consumer Products,” said Neil Friedman, President, Mattel Brands. “We strongly value our close-working relationship and Warner Bros. Consumer Products’ extensive portfolio of characters from the DC Comics Universe presents a fantastic opportunity for us to bring even more characters to life for kids and collectors alike.”

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