Mattel extends DC Universe partnership and lines up new DC Super Hero Girls content

Mattel has extended its global licensing agreement with Warner Bros. Consumer Products to continue to be the toy licensee for DC in the girls, pre-school, vehicles, games and novelty toy categories. The agreement will support and grow existing DC Universe franchises, as well as new content for DC Super Hero Girls.

Janet Hsu, chief franchise management officer of Mattel has stated that the agreement will enable Mattel to support the growth of the DC brand, bringing it to newer and wider audiences. It builds on the 15 year partnership Mattel has had with Warner for the DC brand.

Hsu said: “Mattel is known for its winning design and innovation and, as the category leaders in dolls, vehicles and pre-school, 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,” said Stephen Teglas, senior vice president, North America, Warner Bros. Consumer Products. “Their leadership in the pre-school, vehicle and girl categories will help us bring great toys and experiences to DC fans of all ages.”

This agreement continues Mattel’s efforts to expand the company’s brand into new commercial opportunities and builds upon its strong licensing partnerships with Disney, Universal Pictures, Nickelodeon, WWE, Microsoft and others.

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