Mattel Still Holds DC Toys License in Three Categories

by Cameron Tevis
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It was reported back in December that Mattel had lost their DC toys license to competitor Spin Master. Todd McFarlane announced his company would be producing DC action figures as well. But don’t count Mattel out of the game just yet.

Mattel will continue to produce toys in three categories: girls, preschool, and vehicles. Mattel will continue their DC Super Hero Girls line of dolls. Under the Hot Wheels banner, Mattel will produce the vehicles. For the preschool category, Imaginext will continue their line of DC toys.

The official press release is as follows:

Mattel Extends Global Licensing Partnership With Warner Bros. Consumer Products For DC

Agreement extends rights to iconic DC characters in the girls, preschool and vehicles categories, among others – Agreement will support and grow the core DC Universe, as well as all new content for “DC Super Hero Girls”

EL SEGUNDO, Calif., May 23, 2019 /PRNewswire/ — Mattel, Inc. (NASDAQ: MAT) today announced that it has extended its global licensing agreement with Warner Bros. Consumer Products and will continue to be the toy licensee for DC in the girls, preschool, vehicles, games and novelty toy categories. This agreement will support and grow existing DC Universe franchises as well as new content for “DC Super Hero Girls.”

“DC is home to some of the world’s greatest super-heroes and extending our partnership will ensure we’re able to support the growth of this iconic brand and bring it to even more audiences,” said Janet Hsu, Chief Franchise Management Officer of Mattel. “Mattel is known for its winning design and innovation and, as the category leaders in dolls, vehicles and preschool, 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.

Between McFarlane Toys, Spin Master and Mattel, fans everywhere will have a great variety of DC toys to choose from.

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