By Connor Hart
Mattel inked a licensing agreement with Warner Brothers Discovery, getting back the rights to develop and market toys based on DC characters including Batman and Superman.
The Hot Wheels maker on Thursday said it will develop full ranges of themed action figures, playsets, accessories, role-play products and adult collectibles based on DC's stories and characters.
Financial terms of the deal weren't disclosed, though the company said it is a global, multi-year agreement that will go into effect in the second half of 2026.
Mattel lost the rights for certain DC toys in December 2018 to Toronto-based rival Spin Master. For the past roughly six years, though, the company was still able to produce DC-themed toys aimed at girls and preschoolers.
The deal may provide a boost for Mattel, which earlier this month guided for net sales growth of 2% to 3% in 2025, after falling 1.1% last year. The projection came after Chief Executive Ynon Kreiz said the toy industry stabilized and U.S. consumers were in a good place during the fourth quarter.
The collaboration between the two companies will also lead to new offerings across publishing, animation, TV and film, according to Robert Oberschelp, who head of the Global Consumer Products division at Warner Brothers
"Every story and character, from Batman, Superman and Wonder Woman's heroics to The Joker and Harley Quinn's troublemaking, are prime inspiration for a new partnership that combines the power of Mattel and the global appeal of DC," he said.
Write to Connor Hart at connor.hart@wsj.com
(END) Dow Jones Newswires
February 27, 2025 12:42 ET (17:42 GMT)
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