Back in 2018, Mattel suffered a major blow when it lost the DC toy license to Canadian children’s entertainment company, Spin Master best known for mega hit Paw Patrol franchise. Much has changed in the years since including the shuttering of DC Direct only for McFarlane Toys to swoop in and take over management of the remaining inventory. In a most unexpected development, today it was announced that Mattel had regained the DC licensing rights to produce ” a full range of DC-themed action figures, playsets, accessories, role play products, and adult collectibles.”
The deal comes into play “starting in the second half of 2026” when the current licensing agreement between Spin Master and Warner Bros. Consumer Product is set to expire. So while there won’t be any Mattel DC products related to the upcoming Superman film from James Gunn this year, it’s a safe bet that Mattel is gearing up for Supergirl merchandise in time for the film release next summer. I personally am hoping this means we can expect some Creature Commandos action figures based on the amazing animated series because Funko figures aren’t enough to satiate for me!
Mattel has certainly been on the upswing in the last few years. In 2022, the company regained the license to produce Disney Princess and Frozen dolls almost a decade after losing it to Hasbro in 2014. Moreover, it was reported that, Mattel’s net sales were up 2% and operating income was up $18 million in the fourth quarter of 2024. The same cannot be said for its competitor Hasbro according to recent financial reports from Forbes.
What this entails for the future of the DC license under McFarlane Toys remains to be seen. With Toy Fair taking place this weekend in New York City, you can bet we hope to find out.
Official press release details below:
Mattel, Inc. (NASDAQ: MAT) and Warner Bros. Discovery Global Consumer Products today announced a global, multi-year licensing agreement utilizing DC’s entire library of beloved characters and legendary storytelling. Through the partnership, Mattel is awarded the global licensing rights to develop and market a full range of DC-themed action figures, playsets, accessories, role play products, and adult collectibles starting in the second half of 2026. The agreement spans all DC stories and characters including Batman, Superman, Wonder Woman, The Joker, Harley Quinn, and many more.
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.
Mattel and Warner Bros. Discovery Global Consumer Products announced today a global, multi-year licensing agreement utilizing DC’s entire library of beloved characters and legendary storytelling. Through the partnership, Mattel is awarded the global licensing rights to develop and market The agreement spans all DC stories and characters including Batman, Superman, Wonder Woman, The Joker, Harley Quinn, and many more.