Recently, Nerd Bastards’ own Jason Tabrys discussed whether or not toy tie-ins to blockbuster movies are still relevant. Jason landed somewhere in the middle on whether or not that’s a good or bad thing, but toys and action figures are still a valuable side of the business regardless of what Jason Tabrys thinks. (JK, love that guy!) Anyway, in toy business meets show business news today, Warner Bros has announced that they’ve renewed their 15 year deal Mattel in a new multi-year contract.
“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 in a press release. “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.”
That “opportunity on the horizon” isn’t just limited to things like Batman v Superman: Dawn of Justice and the Justice League movies, or the regular slate of DC Comics animated movies and series. Nope. They’re looking to turn Arrow, The Flash, Constantine, iZombie, and Gotham into toy lines too.
“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 Vice President, 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.”
According to the Wall Street Journal, the deal is important to Mattel because while lines like Barbie and Hot Wheels aren’t selling quite like they used to, toys associated with blockbuster movies still move units. Plus, it will give Mattel a fighting chance in the market against Hasbro, which has the licenses for Star Wars and Marvel.
“The toy industry in general has suffered a decline in demand lately as children have increasingly turned to videogames and personal electronic devices for entertainment,” the Journal writes. “Toys connected to popular movie franchises have done well, however, allowing Hasbro Inc., which has a strong portfolio of such brands, to outshine rival Mattel in recent quarters.”
“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,” concluded Diane Nelson, President of DC Entertainment.
Sounds like the fun will keeping going for years. Are you excited about more DC toys from Mattel?
Source: Coming Soon