Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories
Mattel (NASDAQ: MAT) and Warner Bros. Discovery Global Consumer Products have announced a global, multi-year licensing agreement for DC characters and stories. The partnership grants Mattel worldwide licensing rights to develop and market DC-themed products, including action figures, playsets, accessories, role play items, and adult collectibles, beginning in the second half of 2026.
The agreement encompasses DC's entire character library, including iconic figures like Batman, Superman, Wonder Woman, The Joker, and Harley Quinn. This new partnership builds upon Mattel's existing relationship with Warner Bros. Discovery, which already covers over 30 brands including Harry Potter, FRIENDS, Seinfeld, and Ted Lasso across various toy categories.
Mattel (NASDAQ: MAT) e Warner Bros. Discovery Global Consumer Products hanno annunciato un accordo di licenza globale e pluriennale per i personaggi e le storie DC. La partnership concede a Mattel i diritti di licenza a livello mondiale per sviluppare e commercializzare prodotti a tema DC, tra cui action figures, playset, accessori, articoli di gioco di ruolo e collezionabili per adulti, a partire dalla seconda metà del 2026.
L'accordo comprende l'intera libreria di personaggi DC, inclusi figure iconiche come Batman, Superman, Wonder Woman, The Joker e Harley Quinn. Questa nuova partnership si basa sulla relazione esistente di Mattel con Warner Bros. Discovery, che già copre oltre 30 marchi, tra cui Harry Potter, FRIENDS, Seinfeld e Ted Lasso, in varie categorie di giocattoli.
Mattel (NASDAQ: MAT) y Warner Bros. Discovery Global Consumer Products han anunciado un acuerdo de licencia global y multianual para personajes e historias de DC. La asociación otorga a Mattel los derechos de licencia a nivel mundial para desarrollar y comercializar productos con temática de DC, incluidos figuras de acción, sets de juego, accesorios, artículos de rol y coleccionables para adultos, comenzando en la segunda mitad de 2026.
El acuerdo abarca toda la biblioteca de personajes de DC, incluidas figuras icónicas como Batman, Superman, Wonder Woman, The Joker y Harley Quinn. Esta nueva asociación se basa en la relación existente de Mattel con Warner Bros. Discovery, que ya cubre más de 30 marcas, incluidas Harry Potter, FRIENDS, Seinfeld y Ted Lasso, en varias categorías de juguetes.
Mattel (NASDAQ: MAT)과 Warner Bros. Discovery Global Consumer Products는 DC 캐릭터와 이야기를 위한 글로벌 다년 라이센스 계약을 발표했습니다. 이 파트너십은 Mattel에게 DC 테마 제품을 개발하고 판매할 수 있는 전 세계 라이센스 권한을 부여하며, 여기에는 액션 피규어, 플레이셋, 액세서리, 역할 놀이 아이템 및 성인 수집품이 포함되며, 2026년 하반기부터 시작됩니다.
이 계약은 Batman, Superman, Wonder Woman, The Joker 및 Harley Quinn과 같은 상징적인 캐릭터를 포함한 DC의 전체 캐릭터 라이브러리를 포함합니다. 이 새로운 파트너십은 Mattel과 Warner Bros. Discovery 간의 기존 관계를 기반으로 하며, 이미 Harry Potter, FRIENDS, Seinfeld 및 Ted Lasso를 포함한 30개 이상의 브랜드를 다양한 장난감 카테고리에서 다루고 있습니다.
Mattel (NASDAQ: MAT) et Warner Bros. Discovery Global Consumer Products ont annoncé un accord de licence mondial et pluriannuel pour les personnages et histoires de DC. Ce partenariat accorde à Mattel des droits de licence mondiaux pour développer et commercialiser des produits à thème DC, y compris des figurines d'action, des ensembles de jeu, des accessoires, des articles de jeu de rôle et des objets de collection pour adultes, à partir de la deuxième moitié de 2026.
L'accord englobe l'ensemble de la bibliothèque de personnages de DC, y compris des figures emblématiques telles que Batman, Superman, Wonder Woman, The Joker et Harley Quinn. Ce nouveau partenariat s'appuie sur la relation existante entre Mattel et Warner Bros. Discovery, qui couvre déjà plus de 30 marques, dont Harry Potter, FRIENDS, Seinfeld et Ted Lasso, dans diverses catégories de jouets.
Mattel (NASDAQ: MAT) und Warner Bros. Discovery Global Consumer Products haben eine globale, mehrjährige Lizenzvereinbarung für DC-Charaktere und -Geschichten angekündigt. Die Partnerschaft gewährt Mattel weltweit Lizenzrechte zur Entwicklung und Vermarktung von DC-Themenprodukten, einschließlich Actionfiguren, Spielsets, Zubehör, Rollenspielartikeln und Sammlerstücken für Erwachsene, beginnend in der zweiten Hälfte von 2026.
Die Vereinbarung umfasst die gesamte Charakterbibliothek von DC, einschließlich ikonischer Figuren wie Batman, Superman, Wonder Woman, The Joker und Harley Quinn. Diese neue Partnerschaft baut auf der bestehenden Beziehung von Mattel zu Warner Bros. Discovery auf, die bereits über 30 Marken abdeckt, darunter Harry Potter, FRIENDS, Seinfeld und Ted Lasso in verschiedenen Spielzeugkategorien.
- Secured global licensing rights for entire DC character portfolio
- Expands existing successful partnership with Warner Bros. Discovery
- Access to highly valuable IP with proven market demand
- Diversifies product portfolio in action figures and collectibles segment
- Revenue impact delayed until second half of 2026
- Licensing fees and royalty payments will affect margins
Insights
Mattel's new multi-year licensing agreement to regain the DC franchise represents a significant strategic win that could materially impact the company's future revenue streams. This deal effectively recaptures a valuable license from competitor Spin Master, who has held primary DC toy rights in recent years.
The timing is particularly strategic as it aligns with DC's planned new content chapter beginning in 2025, positioning Mattel to capitalize on potential film and TV releases with merchandise launching in 2026. For context, licensed superhero merchandise generates billions in annual retail sales, with premium action figures and collectibles commanding higher margins than standard toy lines.
This agreement strengthens Mattel's already robust licensing portfolio, which includes over 30 Warner Bros. Discovery properties. The adult collectibles component is especially noteworthy as this high-margin segment has shown consistent growth even during economic downturns, with edition DC items regularly commanding
Investors should note that Mattel will incur development and tooling costs before seeing revenue from this deal, likely impacting 2025-2026 expenses before generating returns. The company's reference to its "Mattel Playbook" approach suggests they'll apply their successful cross-category strategy that helped revitalize Barbie and other core brands.
This partnership also demonstrates Warner Bros. Discovery's confidence in Mattel's ability to maximize merchandise revenue across their entertainment portfolio, potentially opening doors for expanded rights to other valuable intellectual properties in the future.
This landmark licensing deal represents a major competitive shift in the entertainment merchandise landscape, with Mattel reclaiming the valuable DC license from current holder Spin Master. The timing strategically aligns with James Gunn and Peter Safran's DC Universe reboot launching in 2025, positioning Mattel's products to capitalize on the anticipated renewed consumer interest in 2026.
For Warner Bros. Discovery, this agreement reflects CEO David Zaslav's aggressive strategy to maximize IP monetization across all divisions while reducing internal costs. By partnering with Mattel, WBD gains an experienced merchandising partner without maintaining an extensive in-house consumer products infrastructure.
The deal's scope is particularly impressive, covering both the mass market toy segment and the rapidly growing adult collectibles space, which has seen
This partnership reshapes the competitive landscape in licensed entertainment products. Mattel strengthens its position against primary rival Hasbro (which holds Marvel and Star Wars licenses), while Warner Bros. Discovery secures a partner with proven global distribution capabilities and manufacturing scale.
The multi-year nature of the agreement provides stability for both companies' long-term planning, allowing Mattel to invest in tooling and product development with confidence, while giving Warner Bros. Discovery a consistent revenue stream from licensing fees typically structured as guaranteed minimums plus royalty percentages on sales.
Partnership brings DC’s Super Heroes, Super-Villains, and stories to life through action figures, playsets, accessories, role play products, and adult collectibles
Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel, said: “It is an incredibly proud milestone to welcome DC back to Mattel. We look forward to leveraging our Mattel Playbook approach to brand management, product design, and innovation to bring DC’s popular characters to life across all channels. This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages.”
Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products, said: “Warner Bros. Discovery’s new agreement with Mattel arrives as DC kicks off an exciting new chapter in 2025. Our collaboration with Mattel will lead to all-new offerings celebrating DC’s rich legacy and future storytelling across publishing, animation, TV, and film. 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.”
This new licensing agreement builds upon the existing relationship between Mattel and Warner Bros. Discovery Global Consumer Products, which spans more than 30 brands and franchises in Warner Bros. Discovery’s vast library including Harry Potter, FRIENDS, Seinfeld, Ted Lasso, and more across the preschool, plush, dolls, vehicles, games, and novelty toy categories.
About Mattel
Mattel is a leading global toy and family entertainment company and owner of one of the most iconic brand portfolios in the world. We engage consumers and fans through our franchise brands, including Barbie®, Hot Wheels®, Fisher-Price®, American Girl®, Thomas & Friends™, UNO®, Masters of the Universe®, Matchbox®, Monster High®, MEGA® and Polly Pocket®, as well as other popular properties that we own or license in partnership with global entertainment companies. Our offerings include toys, content, consumer products, digital and live experiences. Our products are sold in collaboration with the world’s leading retail and ecommerce companies. Since its founding in 1945, Mattel is proud to be a trusted partner in empowering generations to explore the wonder of childhood and reach their full potential. Visit us at mattel.com.
About Warner Bros. Discovery Global Consumer Products
Warner Bros. Discovery Global Consumer Products (WBDGCP), part of Warner Bros. Discovery’s Revenue & Strategy division, extends the company’s powerful portfolio of entertainment brands and franchises into the lives of fans around the world. WBDGCP partners with best-in-class licensees globally on award-winning toy, fashion, home décor and publishing programs inspired by the biggest franchises from Warner Bros.’ film, television, animation, and games studios, HBO, Discovery, DC, Cartoon Network, HGTV, Eurosport, Adult Swim, and more. With innovative global licensing and merchandising programs, retail initiatives, and promotional partnerships, WBDGCP is one of the leading licensing and retail merchandising organizations in the world.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250227553324/en/
Mattel
Niki Kazakos
Niki.Kazakos@Mattel.com
Casey McDonald
Casey.McDonald@Mattel.com
Warner Bros. Discovery Global Consumer Products
Mario-Jose Gonzalez
Mario-Jose.Gonzalez@Wbd.com
Clark Bull
Clark.Bull@Dc.com
Source: Mattel, Inc.
FAQ
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