Mattel wins back lucrative rights to make DC-themed action figures, other toys

Mattel has reclaimed highly coveted rights to make enactment figures and collectibles based connected DC characters specified arsenic Batman and Superman starting successful the 2nd fractional of 2026.

“It’s a immense deal. You’re dealing with immoderate of the top superheroes and immoderate of the champion enactment fig imaginable successful the industry, and we’re incredibly excited by that,” said PJ Lewis, Mattel elder vice president and planetary caput of enactment figures and Fisher-Price Entertainment.

Mattel mislaid the planetary licensing rights astir six years agone to make and marketplace immoderate DC-related toys to rivals Spin Master and McFarlane Toys. Mattel was inactive allowed to nutrient DC-themed toys aimed astatine girls and preschoolers.

The caller multiyear woody could assistance substance income for the El Segundo-based artifact shaper and amusement institution arsenic it competes with contenders specified arsenic Hasbro, which produces Marvel superhero enactment figures.

In 2024, Mattel’s nett income were $5.4 billion, a 1% driblet compared with the aforesaid play the twelvemonth before. The company’s nett income reached $542 million, up from $214 cardinal successful 2023. On Wednesday, shares of the company’s banal closed astatine $21.25, an summation of much than 9% compared with a twelvemonth earlier.

Mattel and Warner Bros. Discovery, which owns the DC brand, did not disclose the agreement’s fiscal terms.

Licensing agreements specified arsenic this 1 let a institution to marque usage of intelligence spot owned by different entity, typically successful speech for a interest oregon a percent of sales. Along with figurines, Mattel volition besides beryllium capable to make and marketplace DC-themed playsets, accessories and role-play products arsenic portion of the deal. The statement includes rights for each DC stories and characters including Wonder Woman, the Joker and Harley Quinn.

Last year, planetary artifact income stabilized, successful portion owed to a increasing fig of adults who purchased toys for themselves. The artifact manufacture struggled aft the closure of retail concatenation Toys R Us successful 2018 and amid inflation, but income surged during the COVID-19 pandemic, erstwhile families looked for ways to support themselves entertained portion successful lockdown astatine home. Licensed artifact income besides grew and made up 34% of the planetary artifact market, according to marketplace probe steadfast Circana.

“This renewed concern volition bespeak our shared passionateness for engaging and inspiring fans and collectors of each ages,” Nick Karamanos, Mattel’s elder vice president of amusement partnerships, said successful a statement.

The announcement besides comes arsenic filmmakers enactment connected caller DC movies slated to beryllium released successful the adjacent respective years. The lineup includes “Superman,” “Supergirl: Woman of Tomorrow,” “Clayface” and “The Batman Part II.”

Film releases, comic books, TV shows and societal media videos astir superheros tin bolster excitement astir the merchandise of caller toys. In the past, Mattel has produced toys tied to the films “The Dark Knight,” “Batman v Superman: Dawn of Justice” and “Justice League.”

Mattel has a agelong past of moving with Warner Bros. Discovery to make dolls, games and different toys based connected different fashionable franchises specified arsenic Harry Potter, “Friends,” “Seinfeld” and Ted Lasso. In 2022, the institution snatched backmost the rights from Hasbro to nutrient toys based connected Disney’s princesses and characters from the fashionable movie “Frozen.”

Robert Oberschelp, caput of Warner Bros. Discovery planetary user products, said the DC marque is 1 of the company’s “crown jewels” and the conflict to get the licensing rights was highly competitive. The institution considered manufacturers’ concern models and way records successful plan work, organisation and innovation erstwhile weighing options.

“What Mattel truly brought was a precise wide knowing of our brand,” helium said, adding that the artifact maker’s planetary scope was an important factor.

“You person contented coming each mode that’s going to beryllium successful beforehand of that instrumentality to get them excited. What we’re going to beryllium capable to bash is widen that storytelling,” helium said.