Mattel and DC Comics Extend Their Licensing Agreement
June 12, 2014

Variety.com is reporting this morning that Mattel and DC Entertainment have extended their licensing agreement another 3-5 years.    The agreement covers boys toys/action brands,  Hot Wheels, Matchbox, Barbie, Mattel Games and Fisher-Price.   The new contract includes toys from DC Entertainment properties for film (Batman v. Superman: Dawn of Justice and Justice League), television (Arrow and The Flash), video games and comic books.

Mattel has been the master toy license for DCE for the past 15 years and it looks like they will hold that title through at least 20 years.

 

 JLUposter-AFIslug

 Variety makes mention of some upcoming uses of the DCE licensing agreement as well as the continuation of some existing toy lines:

As WB and DC celebrate Batman’s 75th anniversary, Mattel will produce a line of Lights and Sounds 10-inch Core figures, an assortment of Hot Wheels Batmobiles, Batman Basic Figures, the all-new Batman 12-inch figure, as well as additional figures and characters to augment the assortment.

Mattel also has reinvigorated its collector offering with the new 6-inch Total Heroes line, and the four-inch DC Multiverse line of hyper-detailed action figures for the more serious collector.

Click here to read the full article on Variety.com.

 

I suspect there will be an official press release on this coming soon.

 

Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
Read other articles by Daniel Pickett.

 

 

 

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