Warner names Mattel as DC Comics’ licensee

MUMBAI: Warner Bros. Consumer Products (WBCP) has entered into a multi-year deal with Mattel, Inc.

As a result of this deal, Mattel has been named as the master toy licensee for the complete DC Universe property portfolio. Under the terms of this 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 DC Super Heroes and Super Villains, such as Superman, Batman, Wonder Woman, The Joker, and The Riddler. Further, the agreement includes characters such as The Flash, Green Lantern, Aquaman, Shazam!, Green Arrow and Hawkman.

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.

“Combining the power and richness of the DC Comics Universe with the unparalleled creativity and expertise of Mattel makes for an incredible alliance. 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,” said Warner Bros. Consumer Products president Brad Globe.

“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 DC Comics president and publisher Paul Levitz.

“We are thrilled to expand our long-standing partnership with Warner Bros. Consumer Products. 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,” said Mattel Brands president Neil Friedman.