Mattel Extends Global Licensing Partnership With Warner Bros. Consumer Products For DC girls, preschool and vehicles categories

by Jay Cochran
May 24, 2019
Mattel, Inc. today announced that it has extended its global licensing agreement with Warner Bros. Consumer Products and will continue to be the toy licensee for DC in the girls, preschool, vehicles, games and novelty toy categories. This agreement will support and grow existing DC Universe franchises as well as new content for "DC Super Hero Girls."

"DC is home to some of the world's greatest super heroes and extending our partnership will ensure we're able to support the growth of this iconic brand and bring it to even more audiences," said Janet Hsu, Chief Franchise Management Officer of Mattel. "Mattel is known for its winning design and innovation and, as the category leaders in dolls, vehicles and preschool, we're thrilled to support Warner Bros. long term franchise plans."

"Mattel has been our partner on DC for over 15 years and really knows our characters and understands the special connection they have with our fans," said Stephen Teglas, Senior Vice President, North America, Warner Bros. Consumer Products. "Their leadership in the Pre-School, Vehicle and Girl categories will help us bring great toys and experiences to DC fans of all ages."

This agreement continues Mattel's efforts to expand the company's brand into new commercial opportunities and builds upon its strong licensing partnerships with Disney, Universal Pictures, Nickelodeon, WWE, Microsoft and others.

Comments...

Last 10 comments - ( Read All Posts )
red_bird08 - 2019-06-02 @ 7:48 am
On 5/26/2019 at 7:06 AM, InspectorZartan said:

My biggest problem with DCC is that they just do way toomuch focus on Batman. I get the fact that when it comes to retail product a companyneed to focus on the top tier and wellknow characters that are broadly recognizable and appealing. Thats why I get having a heavy Batman and JLA focus at retail is something I get. But DCC is supposed to be about giving that alternative to the mainstream by offering more niche characters. Instead they too just end up being Batman heavy focused (and perhaps even more sothan the other companies at retail).

I love Batman and I like what DCC puts out but really their job should be to give us those characters collectors want but retail doesnt.

I agree. But I know a lot of collectors who mostly go gaga over Bats. They are encashing on that. I would actually love a diverse line up too. I hope they do more diverse characters like a decade ago.

FASVB - 2019-06-01 @ 2:07 pm
On 5/24/2019 at 2:09 PM, JayC said:

Well no, the girls and little kids/toddlers stuff. Spin Master is taking over the boys toys.

I completely forgot about that one. Maybe it's because they don't have a presence here.

I actually never heard of them before those news way back

ActionFigCrack412 - 2019-05-26 @ 11:08 am

Will Mattel even have anything good for collectors next year? DC was one of their stronger brands and now its little to nothing. I just wanna see what McFarland Toys has planned for 2020.

InspectorZartan - 2019-05-26 @ 2:06 am
On 5/24/2019 at 3:07 PM, JayC said:

DCC can technically still do the same things they've always been able to do. Nothing has really changed there in regards to that as I understand it. With DCC its more what they choose to do than what they can do. Seeing them soliciting new DC Essentials figures into 2020 was a good sign they will continue to do some action figures even once McFarlane takes over.

My biggest problem with DCC is that they just do way toomuch focus on Batman. I get the fact that when it comes to retail product a companyneed to focus on the top tier and wellknow characters that are broadly recognizable and appealing. Thats why I get having a heavy Batman and JLA focus at retail is something I get. But DCC is supposed to be about giving that alternative to the mainstream by offering more niche characters. Instead they too just end up being Batman heavy focused (and perhaps even more sothan the other companies at retail).

I love Batman and I like what DCC puts out but really their job should be to give us those characters collectors want but retail doesnt.

80sboy4 - 2019-05-25 @ 9:52 pm

Looks like the DC license will be spread out between different companies. Not a bad idea a all, gives vearing takes on the property, most exciting to me is what McFarlane Toys has in store for their launch! Hopefully SDCC has some surprises ahead!

DylanRaven055 - 2019-05-25 @ 3:39 pm

I'm interested in how that's gonna work for Mattel. DC superhero girls were kinda popular, but they've rebooted them and the new designs haven't been as liked as the previous ones. Now Mattel has also had some problems or something with their distribution. I love Halo and they are producing figures, but we have had problems finding the waves, both in Mexico and the US. I'm curious as to how they're gonna continue forward with their products since even a mexican toy retailer, Juguetron, has cut relationships with them.

Thinwheat - 2019-05-25 @ 2:23 am

Is this same sort of thing going to happen for Marvel anytime soon? Like will Hasbro have to rebid for the Marvel license for 6" action figure toys in a few years?

Satam - 2019-05-24 @ 10:12 pm
2 minutes ago, JayC said:

DCC can technically still do the same things they've always been able to do. Nothing has really changed there in regards to that as I understand it. With DCC its more what they choose to do than what they can do. Seeing them soliciting new DC Essentials figures into 2020 was a good sign they will continue to do some action figures even once McFarlane takes over.

That's exactly what I thought, Jay. Lots of chicken littles muddy the waters. When there are enough of them speculating about the sky falling, things become less and less clear.

JayC - 2019-05-24 @ 10:07 pm
4 hours ago, Satam said:

And McFarlane has mass retail collector toys and DC Collectibles may or may not still have specialty-market collector toys. Neat.

DCC can technically still do the same things they've always been able to do. Nothing has really changed there in regards to that as I understand it. With DCC its more what they choose to do than what they can do. Seeing them soliciting new DC Essentials figures into 2020 was a good sign they will continue to do some action figures even once McFarlane takes over.

Satam - 2019-05-24 @ 5:31 pm

And McFarlane has mass retail collector toys and DC Collectibles may or may not still have specialty-market collector toys. Neat.

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