Official Press Release: Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories

by toynewman
February 27, 2025
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.
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Comments...

Last 10 comments - ( Read All Posts )
Hassenfeld - 2025-02-27 @ 11:11 pm

I liked Super Powers and they made one hell of a Bane.

I know people like articulation, but to me, breaking the torso in two, plus the butterfly shoulders, just makes figures look ugly. Not just Todd's efforts, butS.H.Figuarts and other companies.

re: Mattel, I'm not looking forward to more Batman figures and variants, which we all know is going to happen. It's been that way since Kenner was making Batman toys.

What I did not like about Mattel's previous DC run, and in Masterverse, is that weird POA at the top of the thigh.

I'm looking forward to any kind of MOTU DC mash up in the 5.5 scale, if they choose to do so.

rono - 2025-02-27 @ 10:23 pm

McFarlane was really starting to go deep into areas no other companies had mined. The Batman Forever and Batman & Robin movie figures were terrific. I liked his Nolan Batman movie figures. The BTAS B-A-F figures of Condiment King, Lock-Up, & Maxie Zeus were just great. The Batman '66 Retro line was just fun to collect. I do hope he does his best to complete these lines with a few figures still needing to be produced. My final wish list: Batman '66 Retro Mad Hatter, BTAS B-A-F Hugo Strange & Clock King, The Batman Joker, Batman & Robin Bane, Batman Returns Catwoman & Penguin, Batman '89 Joker, Batman Begins Ra's al Ghul, & Dark Knight Rises Talia al Ghul.Batman Returns & Penguin, Batman '89 Joker, & Batman Begins Ra's al Gul

Jscott991 - 2025-02-27 @ 9:04 pm

I wonder if there is a list somewhere of all leaked McFarlane releases coming up. I bet that's close to the end of what he produces if he has to stop by mid-2026.

I believe Stephanie Brown Batgirl, Supergirl, and Two Face (Silver) are all coming this year. I would probably get all of those, depending on how they look.

Monstrous - 2025-02-27 @ 8:57 pm

this is great news, and mcfarlane can just continue to make statues now and hopefully they will refocus on neglected licenses like walking dead. no one that collects that line requires reissues and how about fix things by making all the essential characters left out the during the 1st run.

Admiralty_Entertainment - 2025-02-27 @ 8:42 pm

I have to admit that I'm very excited for this seeing the excellent work the Mattel team is doing collector-wise with both WWE and Masterverse. They're making some really great toys right now and if we can see a similar level of effort on DC product, I think we're in for some very cool stuff. Kinda wish Mattel had the license to cover Superman (2025) so we could make a clean break in terms of media-related figures - I could see them doing some really good likenesses for the cast of that movie.

I appreciate what McFarlane have managed to do in a short space of time - big figures and vehicles for fairly reasonable prices, a pretty comprehensive Batman '66 line, revival of Super Powers and reissues of the excellent DC Animated figures with some cool expansions - but the change in scale, super-heavy Bat-focus, insistence on ugly articulation, poor actor likenesses and some business practices that show Todd really hasn't changed his approach since the heyday of the 90's (Jokerized, patina, frostbite and straight-up unpainted variants? Really?) kept me from being an unmitigated fan of their handling of the line overall. Still, I do hope that we can get a few holes filled before their license ends - '89 Joker, Batman Returns Batman, Penguin & Catwoman, '66 Batcopter, and a Superman '78 Lex Luthor (RIP Gene Hackman) would be nice.

Personally, I'm just hoping McFarlane doesn't pick up Marvel or Star Wars - I don't want to go through the whole DC Multiverse experience again with Black Series or Legends...

Jscott991 - 2025-02-27 @ 7:55 pm
31 minutes ago, Steven3 said:

Couldn't that be done to leave something for McFarlane? Mattel could do the kids stuff and Todd could do the adult stuff and then maybe he could get the rights to the guns back.

The press release specifically says Mattel's license includes action figures and adult collectibles.

Now that I'm home, I am curious about scale. My Masterverse Evil-Lyn actually scales exactly with Power Girl. So I don't know that Mattel will do a Marvel Legends scale and maybe McFarlane's still will still be compatible with a Masterverse-scale DC line.

TheOtakuX - 2025-02-27 @ 7:28 pm

I hope this means a return to the Marvel Legends-compatible scale Mattel used before. Hell, I hope they do some reissues or redecos of some harder to find figures from the old line mixed with the new stuff.

Only reason I never bothred with the McFarlane stuff is it's 7-inch instead of 6-inch, making it compatible with nothing.

EDIT: Might be compatible with Super7 Ultimates or something, i don't have any of those, either. But I think Masterverse is close to Ultimates in size, and I have some of those.

Atlantis - 2025-02-27 @ 7:28 pm
2 hours ago, Jscott991 said:

I see a lot of people speculating this won't replace McFarlane. That's interesting. The late 2026 start date suggested to me that McFarlane definitely lost the license. Why would you need a ramp-up period to produce DC Barbies?

Replacement is exactly what should happen. Mattel will likely go back to 6" scale and HOPEFULLY learn from mistakes made in the past. Although, he's saved me a lot of money (because I have no interest in buying his crude, sloppy, and inaccurately done figures), overall I say good riddance.

Steven3 - 2025-02-27 @ 7:17 pm
2 hours ago, toynewman said:

Official Press Release:

Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories

Partnership brings DCs 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 DCs 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 DCs 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. Discoverys 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 DCs rich legacy and future storytelling across publishing, animation, TV, and film. Every story and character, from Batman, Superman and Wonder Womans heroics to The Joker and Harley Quinns 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. Discoverys vast library including Harry Potter, FRIENDS, Seinfeld, Ted Lasso, and more across the preschool, plush, dolls, vehicles, games, and novelty toy categories.

So maybe there will be a Seinfeld figure too? (Or maybe Newman?)

Couldn't that be done to leave something for McFarlane? Mattel could do the kids stuff and Todd could do the adult stuff and then maybe he could get the rights to the guns back.

RobertD - 2025-02-27 @ 6:46 pm

I won't be too sad if this means McFarlane loses the license. I feel like he lost the plot a while ago, and while things are genuinely improving (on some fronts) it's kind of too little too late. Got a dozen Flashes but only just now giving us a standard Captain Cold? 80 Batmen, but not a single comic Poison Ivy, Harley Quinn (and no, that first Harley is not a comic figure and y'all know it), Mad Hatter or Two-Face? Seriously, who makes a 60s-era Clock King but not a dang Two-Face? And why does nearly EVERY figure have at least one thing glaringly wrong with it? I don't hate McFarlane, but I do hate aspects of the output, so if this marks the end of that well, it is what it is.

Won't be sad to go back to 6-inch scale either, but that's a whole other thing.

1 hour ago, Jscott991 said:

The late 2026 start date suggested to me that McFarlane definitely lost the license. Why would you need a ramp-up period to produce DC Barbies?

The ramp-up period aspect is a good point. Especially considering Mattel already has a license to produce DC Barbie figures (wasn't really what you were getting at, just funny that the specific example you gave is something they're presently doing).

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