Mattel and DC Extend Licensing Agreement for ‘DC Super Hero Girls’ Toy Line


I guess Mattel and DC didn’t end their relationship.

They were just on a break.

News hit within the last few months that DC had extended their toy license to Spin Master (who makes legitimate kids toys) and McFarlane Toys, both brands due to debut their DC lines in 2020. But it looks like Mattel and DC either managed to play nice, or perhaps Mattel is just doing well enough with their “DC Super Hero Girls” line, because that agreement will remain in tact.

Mattel, Inc. 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.


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