Mattel's Wendy Hill on the future of DC Super Friends

Wendy Hill, director of brand activation at Mattel UK, reveals what 2015 has in store for its successful Fisher-Price line, DC Super Friends.
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What makes you a good fit for the DC Super Heroes brand?

As the No.1 infant and pre-school brand, Fisher-Price brings its expertise in play to the DC Super Heroes brand through exciting play patterns for pre-schoolers in our popular Imaginext range.

Our play patterns combined with children’s favourite superhero characters and stories offer an exciting proposition for imaginative play during those important pre-school years.

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What DC Super Heroes product do you sell and what have been your bestsellers?

The Imaginext Batcave continues to lead the way in our DC Super Friends offering. Full of gadgets and action packed play including unique turn disc technology, the Imaginext Batcave is the ultimate playset for young superhero fans. 

The Imaginext Gotham City Jail and the Joker Laff Factory also expand this exciting superhero world for pre-schoolers. 

Adding even more action to the adventure, fans can team the playsets with the DC Super Friends Vehicles and DC Super Friends Figurines compatible with all playsets. 

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What makes the brand desirable to you as a partner?

Fisher-Price Imaginext inspires children’s imagination through story driven play, action and adventure, so combined with the strong story telling of the DC Super Friends brand we have a winning formula.

We know children are engaging with these themes at a pre-school level making DC Super Friends a strong partner for Fisher-Price in the market. 

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Can you tell us anything about future DC Super Heroes ranges you are working on?

Imaginext will continue to put thrilling action into the hands of pre-schoolers with new launches in the DC Super Friends range in 2015. 

The Imaginext figures step into the limelight as they become the key to unlocking the action and adventure. Spring sees the launch of the new Hall of Doom, the menacing headquarters of the Legion of Doom, while the ongoing success of the popular Batcave builds momentum for an exciting new launch later in the year.

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How has the DC Super Friends line performed?

The DC Super Friends playsets and figures have been star performers in the Fisher-Price Imaginext range. The system play Imaginext is known for bringing superhero themes to life delivering a strong portfolio of products. 

If you could be any of the DC Super Heroes who would you be and why?

Batman of course, who wouldn’t want all those cool cars and gadgets!

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