HoliDAY of Play 2015

Toy State Partners with WBCP for DC Super Friends

ToyStateLogoToy State will produce a line of DC Super Friends products in partnership with Warner Bros. Consumer Products (WBCP).

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Warner Bros., DC Entertainment, and Mattel Unveil New All-Girl Superhero Franchise

DCSuperherogirlsThis fall, DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products, and Mattel will launch DC Super Hero Girls, a new universe of female-dominated superheroes and villains.

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DC Collectibles to Release Justice League: Gods & Monsters Action Figures

DC Collectibles will launch a new 6-inch action figure line based on the upcoming direct-to-video DC Universe animated film, Justice League: Gods & Monsters. The first wave of figures will consist of Batman, Superman, and Wonder Woman, and will be available in stores this fall.

The official trailer, featuring Justice League: Gods & Monsters producer and animator Bruce Timm, includes a preview of the action figure line:

LEGO Dimensions Introduces a Whole New Universe of Play This Fall

LegoDimensions2,StarterPackWarner Bros. Interactive Entertainment, TT Games, and The LEGO Group will launch LEGO Dimensions, which merges physical Lego brick building with interactive console game play. Scheduled for release on September 27, the game will fuse a number of fan-favorite LEGO universes together, including DC Comics, The Lord of the Rings, The Lego Movie, The Wizard of Oz, LEGO Ninjago, Back to the Future, and more.

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The Art of the Brick to Feature Lego Sculptures Inspired by DC Comics

TheArtoftheBrick,DCComicsWarner Bros. Consumer Products (WBCP), on behalf of DC Entertainment, is collaborating with The Art of the Brick to create a contemporary art exhibition featuring large-scale sculptures, inspired by DC Comics superheroes and super-villains and made entirely out of Lego bricks. The new exhibition, The Art of the Brick: DC Comics, created by artist Nathan Sawaya, will feature Sawaya’s take on the breadth and depth of the characters and stories from DC Comics’ 80-year history, told through his Lego lens. [Read more...]

Gund Adds to Its Core Line and Licensed Properties

GundLogoThis year, Gund is expanding several popular licensed product lines with new characters, costumes, and formats. Licenses include Sesame Street; Peter Rabbit; Boo, the World’s Cutest Dog; Grumpy Cat; Curious George; and Uglydoll. The expansions include backpack clips and sound toys for Peter Rabbit, and wearable scarves, hats, and earmuffs for Grumpy Cat. [Read more...]

Mattel and Warner Bros. Extend Strategic Relationship for DC Comics Universe

Batman EvergreenWarner Bros. Consumer Products (WBCP), with DC Entertainment, has extended its alliance with Mattel Inc. with a new multi-year agreement granting Mattel rights to continue as master toy licensee for the DC Comics universe of characters. Under these terms, Mattel is granted unprecedented access to the DC Comics vault of characters, which includes more than a thousand DC Comics superheroes and super-villains, such as Batman, Superman, Wonder Woman, The Flash, Green Lantern, and The Joker. The deal continues Mattel’s support of DC Comics across its entire portfolio of core brands, including Hot Wheels, Matchbox, Barbie, Mattel Games, and Fisher-Price.

In addition to existing characters and content, the extension includes Mattel’s rights to produce toys based on future DC Comics films, animation, and TV projects that are developed and produced during the term of the agreement. Mattel is set to develop toy lines for two of Warner Bros.’ most highly anticipated theatrical releases: Batman v Superman: Dawn of Justice, which is set for a summer 2016 release, and the recently announced Justice League film to follow. [Read more...]

COMMENTARY: Boo! Halloween Toys That Outlast the Season

by Laurie Schacht, Toy Insider Mom

zombieLast year was a pretty tough Halloween on the east coast. Just a few days before the holiday, Hurricane Sandy shut off our lights, devastated our coasts, and in my neck of the woods, pretty much canceled parties and trick-or-treating. So this year I hope to see all our favorite ghosts and goblins make a big comeback.   

Who will you be this year? The Marvel superheroes will be strong sellers. Lets face it: what kid doesn’t want to save the world—and what adult doesn’t want a few hours to be “that hot” at a grown up party dressed up as Iron Man or Wonder Woman!

For little girls, if you haven’t purchased their Doc McStuffins or Sofia the First costumes yet, good luck finding them. I’ve yet to meet a 4-year-old girl that hadn’t loved one or both of these new favorite characters. Boys are loving Jake and his Never Land Pirates, Skylanders, Trash Pack Kids, and Slugterra.

But it’s not just in the costume. There are some great additions to the two hottest video games with Halloween themes this year that I need to share. Skylanders Giants released their special Halloween edition called Eye-Brawl. It’s sports a pumpkin head and a skeleton head at his feet. Disney Infinity will let kids build their own Halloween town in Toy Box mode, with the Pumpkin King throwing pumpkins at other characters, including the newly released Jack Skellington. [Read more...]

Parents Get a New, Not-So-Secret Headquarters with Launch of DC Comics Fan Family Blog

Fans both young and young at heart will get even more of the iconic characters they love as DC Entertainment unveils the DC Comics Fan Family blog. This new family-friendly site is designed to deliver the best of the celebrated super heroes, including Superman, Batman, and Wonder Woman, with a slew of family-oriented content for parents to share with their kids.

The DC Comics Fan Family blog will serve as an online hub for all DC Entertainment family-friendly news and information and offer readers a variety of content including DC Comics-themed activity sheets, DIY craft projects, guest blog posts featuring DC Comics talent, and the chance for fans to see their own artwork featured with a variety of creative submission contests.

The blog will also feature the recently announced nationwide contest with Capstone, “Be a Super Hero. Read!” in which students in grades three through six are encouraged to write about the real heroes in their lives.

To learn more about the DC Comics Fan Family blog, visit

Mezco Reveals Summer Lineup

Mezco Toyz has introduced the Dark Knight, Wonder Woman, and Catwoman Key Ring Mez-Itz as part of their 2012 Summer Exclusive lineup. The 6-inch Dark Knight Mez-Itz Mega Scale Batman is based on Batman’s look from Christopher Nolan’s film trio and features a  cloth black cape. The 6-inch Metallic Wonder Woman Mez-Itz, the first female character in the DC Universe lineup, features sculpted hair, a metallic finish, and a rope Lasso of Truth. The Catwoman Key Ring 2-inch Mez-Itz features the feline fatale villain and a sturdy metal clasp. All Mez-Itz feature five points of articulation.

Other new products include the the Glow-in-the-Dark Mumm-Ra and Decayed-form Mumm-Ra two-Pack, the Metallic Earthworm Jim Action Figure, and the Living Dead Dolls Resurrection Set: Series 6.

Based on the original animated series, Mezco’s 14-inch Mumm-Ra features eight points of articulation and a cloth cape and bandages. The summer exclusive features a glow-in-the-dark blue skin and comes with a Decayed Form Mumm-Ra, showing him in his natural, decrepit state.

The Metallic Earthworm Jim Action Figure comes with a game-accurate plasma blaster and a special metallic-finish ultra-high-tech-indestructible-super-space-cyber-suit. The 6-inch scale Earthworm Jim features eight points of articulation. This edition comes with an alternate “bendy” unsuited worm body and a special “groovy” head sculpt.

The Living Dead Dolls Resurrection Set: Series 6 features Demonique, Blue, Schitzo, and Ms. Eerie. All four feature glass-like eyes. Each member of this limited edition quartet of the damned comes with its own death certificate and is entombed in its own coffin. All of Mezco’s Summer Exlusives will be available on their new website and at San Diego Comic Con at booth 3445.

This post was originally written by Ali Mierzejewski and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.