Mattel has reclaimed extremely coveted rights to create motion figures and collectibles based mostly on DC characters reminiscent of Batman and Superman beginning within the second half of 2026.
“It’s an enormous deal. You’re coping with a few of the biggest superheroes and a few of the finest motion determine potential within the business, and we’re extremely excited by that,” mentioned PJ Lewis, Mattel senior vice chairman and international head of motion figures and Fisher-Worth Leisure.
misplaced the worldwide licensing rights about six years in the past to develop and market some DC-related toys to rivals and McFarlane Toys. Mattel was nonetheless allowed to provide DC-themed toys aimed toward women and preschoolers.
The brand new multiyear deal may assist gas gross sales for the El Segundo-based toy maker and leisure firm because it competes with contenders reminiscent of Hasbro, which produces Marvel superhero motion figures.
In 2024, Mattel’s web gross sales had been $5.4 billion, a 1% drop in contrast with the identical interval the yr earlier than. The corporate’s web revenue reached $542 million, up from $214 million in 2023. On Wednesday, shares of the corporate’s inventory closed at $21.25, a rise of greater than 9% in contrast with a yr earlier.
Mattel and Warner Bros. Discovery, which owns the DC model, didn’t disclose the settlement’s monetary phrases.
Licensing agreements reminiscent of this one enable an organization to utilize mental property owned by one other entity, sometimes in trade for a charge or a share of gross sales. Together with collectible figurines, Mattel can even be capable to create and market DC-themed playsets, equipment and role-play merchandise as a part of the deal. The settlement contains rights for all DC tales and characters together with Surprise Lady, the Joker and Harley Quinn.
Final yr, international toy gross sales stabilized, partly resulting from a rising variety of adults who bought toys for themselves. The toy business struggled after the closure of retail chain in 2018 and amid inflation, however gross sales surged throughout the COVID-19 pandemic, when households seemed for tactics to maintain themselves entertained whereas in lockdown at house. Licensed toy gross sales additionally grew and made up 34% of the worldwide toy market, based on market analysis agency .
“This renewed partnership will mirror our shared ardour for partaking and galvanizing followers and collectors of all ages,” Nick Karamanos, Mattel’s senior vice chairman of leisure partnerships, mentioned in an announcement.
The announcement additionally comes as filmmakers work on new DC motion pictures slated to be launched within the subsequent a number of years. The lineup contains “Superman,” “Supergirl: Lady of Tomorrow,” “Clayface” and “The Batman Half II.”
Movie releases, comedian books, TV reveals and social media movies about superheros can bolster pleasure in regards to the launch of recent toys. Up to now, Mattel has produced toys tied to the movies “The Darkish Knight,” “Batman v Superman: Daybreak of Justice” and “Justice League.”
Mattel has an extended historical past of working with Warner Bros. Discovery to develop dolls, video games and different toys based mostly on different common franchises reminiscent of Harry Potter, “Associates,” “Seinfeld” and Ted Lasso. In 2022, the corporate snatched again the rights from Hasbro to provide toys based mostly on and characters from the favored movie “Frozen.”
Robert Oberschelp, head of Warner Bros. Discovery international client merchandise, mentioned the DC model is among the firm’s “crown jewels” and the battle to acquire the licensing rights was extremely aggressive. The corporate thought of producers’ enterprise fashions and observe data in design work, distribution and innovation when weighing choices.
“What Mattel actually introduced was a really clear understanding of our model,” he mentioned, including that the toy maker’s international attain was an essential issue.
“You may have content material coming each manner that’s going to be in entrance of that fan to get them excited. What we’re going to have the ability to do is prolong that storytelling,” he mentioned.
