'Green Lantern' Merchandise Depends On Box Office Sales

Variety is reporting that Warner Bros. consumer products division plans to unleash a major merchandising effort around DC Comics' power ring-wearing space cop next year that includes everything from T-shirts to toys.

If "Green Lantern" clicks, it will undoubtedly be a big boon to the character's merchandise and bottomline of Warner Bros.' consumer products arm, which already generates $6 billion a year in sales. The movie is the engine that drives sales of not only the merchandise, but also the vidgame and a new animated series, for example, that will help turn Green Lantern into a truly evergreen franchise for the company.

The studio wants Green Lantern to grab a piece of the $5.4 billion that's generated from licensed toy sales each year, according to NPD Group. Roughly 25% of all toy sales are tied to entertainment properties.

Specifically, the character will be backed by action figures, vehicles, playsets, games, puzzles from Mattel, as the exclusive toymaker, with products involving its Hot Wheels, Tyco R/C and UNO brands. Other companies will produce apparel, videogames and collectibles.

"The Green Lantern film has an incredibly wide merchandise appeal," said "Green Lantern" producer Donald De Line. "The potential is there for amazing toys and merchandise because Green Lantern's ring can create anything the imagination can conjure."

"The beauty of Green Lantern is that he is an inspirational superhero with a rich, unmatched heritage that will appeal to boys of all ages," said Tim Kilpin, g.m. of Mattel Brands. What helps the product push is that Green Lantern doesn't just revolve around one character but the Green Lantern Corps., made up of a large gathering of colorful characters who have all been chosen to serve in the space police force.

And that aspect will be a key factor in the types of merch that's made. Naturally, a Green Lantern ring will also be offered in order for kids to feel as if they too, have been chosen to be a Green Lantern.

"Mattel's Green Lantern toy program is going to introduce Green Lanterns like Hal Jordan and Kilowog to new fans everywhere," said DC Entertainment chief creative officer and "Green Lantern" co-producer Geoff Johns. "It is going to be amazing to watch the world discover the Green Lantern mythology."