Mattel Extends Licensing Agreement with Warner Bros. for DC Universe Toys

Mattel Inc. extended its global licensing agreement with Warner Bros. Consumer Products.

Under the revised agreement, the El Segundo-based toymaker will continue to be the toy licensee for DC in the girls, preschool, vehicles, games, and novelty toy categories. Both companies look to the arrangement as a way to support and grow existing DC Universe franchises and create new content for DC Super Hero Girls.

“DC is home to some of the world’s greatest superheroes and extending our partnership will ensure we’re able to support the growth of this iconic brand and bring it to even more audiences,” says Janet Hsu, chief franchise management officer at 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,” says Stephen Teglas, senior vice president, North America, Warner Bros. Consumer Products. “Their leadership in the preschool, vehicle, and girl categories will help us bring great toys and experiences to DC fans of all ages.”

Characters from DC Comics and film properties traditionally appear across Mattel brands, including Hot Wheels, Fisher-Price Little People, Imaginext, and more.

In recent months, many questioned the status of the relationship between Warner Bros. and Mattel, as some rights to DC Universe properties transferred to new licensees including Spin Master and McFarlane Toys, including the traditional and premium action figure categories.

Mattel licensing partnerships include deals with Disney, Universal Pictures, Nickelodeon, WWE, Microsoft, and others.

About the author

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book and Co-President of The International Toy Magazines Association (ITMA). He is also a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC), New York Comic Con, Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.