Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories
Partnership brings DC’s Super Heroes, Super-Villains, and stories to life through action figures, playsets, accessories, role play products, and adult collectibles
EL SEGUNDO, Calif., February 27, 2025 –
Mattel, Inc. (NASDAQ:MAT) and Warner Bros. Discovery Global Consumer Products today announced a global, multi-year licensing agreement utilizing DC’s entire library of beloved characters and legendary storytelling. Through the partnership, Mattel is awarded the global licensing rights to develop and market a full range of DC-themed action figures, playsets, accessories, role play products, and adult collectibles starting in the second half of 2026. The agreement spans all DC stories and characters including Batman, Superman, Wonder Woman, The Joker, Harley Quinn, and many more.
Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel, said: “It is an incredibly proud milestone to welcome DC back to Mattel. We look forward to leveraging our Mattel Playbook approach to brand management, product design, and innovation to bring DC’s popular characters to life across all channels. This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages.”
Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products, said: “Warner Bros. Discovery’s new agreement with Mattel arrives as DC kicks off an exciting new chapter in 2025. Our collaboration with Mattel will lead to all-new offerings celebrating DC’s rich legacy and future storytelling across publishing, animation, TV, and film. Every story and character, from Batman, Superman and Wonder Woman’s heroics to The Joker and Harley Quinn’s troublemaking, are prime inspiration for a new partnership that combines the power of Mattel and the global appeal of DC.”
This new licensing agreement builds upon the existing relationship between Mattel and Warner Bros. Discovery Global Consumer Products, which spans more than 30 brands and franchises in Warner Bros. Discovery’s vast library including Harry Potter, FRIENDS, Seinfeld, Ted Lasso, and more across the preschool, plush, dolls, vehicles, games, and novelty toy categories.
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
About Warner Bros. Discovery Global Consumer Products
Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery’s Revenue & Strategy division, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.
It will be interesting to hear what Mattel has planned for dc. I hope they continue a super powers line. I enjoyed adding new characters to my old collection.
I was basically on in on DC Universe classics at Mattel all those years ago. I eventually sold them and later dove back in on McFarlane. Im def curious to see what they do, but I think Im gonna complete my shelves of McFarlane stuff and watch from the sidelines. Im guess whatever they do wont scale with them and I dont want to start over again. But happy for those who werent into the McFarlane era.
I'm kind of surprised we didn't get some kind of statement about this from McFarlane at Toyfair.
I feel sad but there's nothing we can do so Mattel her we go I hope your figures don't sucks this time
So toddfather is out but we get this and beast kingdoms figs . I'm lost lol well let's see what they have to offers i guess .
Glad Mattel is getting DC again. I REALLY hope this make Todd put more commitment into Spawn...lots of great characters the need to be in action fig form.
I was kinda hoping Jada would get the lisence
Reno -
2025-02-28 @ 3:16 pm
I guess that they could probably go either way, but I personally certainly hope that they go back to 6". I hope they'll let us know that sooner rather than later. I still hope to get that Mammoth figure they announced and never released right before McFarlane got the rights.
Mattel had the Masters of the Universe Classics when they were doing the DC Universe Classics also. Both were being scultped mostly by the Four Horsemen back in those days. The MOTUC figures were always bigger than the DCUC. I've bought at least one version of every Masterverse character (I don't buy Origins at all) but I honestly feel it's a very inferior line to the MOTU Classics that they did before. I often wish that I hadn't sold off my MOTUC collection. I don't buy WWE Elite, but aren't those 6" also?
1 hour ago, Jscott991 said:I think the assumption Mattel will go back to a smaller scale than Masterverse is a little odd. There's a chance I guess, but isn't it more likely they will match their DC figures to Masterverse?
I also find it strange that people are speculating McFarlane is targeting the Marvel license and let the DC license go. That's pretty unlikely. He probably lost this license because he couldn't afford it and Mattel outbid him. Can he really afford an even more expensive license with Disney?
You know, that's a really good point that I hadn't considered. And masterverse has improved significantly since its onset. I loke that thought.
I think the assumption Mattel will go back to a smaller scale than Masterverse is a little odd. There's a chance I guess, but isn't it more likely they will match their DC figures to Masterverse?
I also find it strange that people are speculating McFarlane is targeting the Marvel license and let the DC license go. That's pretty unlikely. He probably lost this license because he couldn't afford it and Mattel outbid him. Can he really afford an even more expensive license with Disney?
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