DC and Warner Bros. Consumer Products recently re-upped a 3-5 year deal with Mattel, DC's master toy licensee for 15 years to include new action figures and vehicles based on the upcoming features "Batman v Superman: Dawn of Justice", "Justice League", and TV series "Arrow" and "The Flash":
"Warner Bros. and DC Entertainment have an unrivaled portfolio of characters and a strong slate of content across all platforms which is essential to driving our global consumer products business—a business anchored by our long-term partnership with Mattel," said Brad Globe, president, Warner Bros. Consumer Products. "With so much opportunity on the horizon, we know Mattel will bring the talents of its world-class organization to create and market product lines for fans of all ages."
Warner Bros. generates $6 billion from licensing deals each year.
"In our fifteen years of collaboration with Warner Bros. Consumer Products, Mattel has been honored with bringing the stories and characters of the DC Comics universe to life in toy form," said Doug Wadleigh, senior VP, global brands marketing, boys and entertainment for Mattel.
"Mattel’s robust portfolio has helped extend DC Comics properties to new consumers utilizing the toy brands they know and trust. We are excited to continue our partnership, and look forward to supporting upcoming entertainment launches and franchise development."
"We look forward to continuing our strong relationship with Mattel and the Warner Bros. Consumer Products teams to collaborate on compelling product lines that support the many exciting DC Comics initiatives slated for the coming years including film, TV, games and comics," said Diane Nelson, president of DC Entertainment.
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