Everything Old is New Again? (Cover Story)

Mattel still had the license for fashion dolls, die-cast and preschool, this is bringing it back to before, it seems.  Collectors are talking about McFarlane but I think this move means that SpinMaster is losing/giving up the license though it is probably going to affect McFarlane's output, too.  Here is the press release, I'll give some thoughts after...

Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories
Partnership brings DC’s Super Heroes, Super-Villains, and stories to life through action figures, playsets, accessories, role play products, and adult collectibles

EL SEGUNDO, Calif., February 27, 2025 –

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.

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.

My thoughts: Mattel is back with DC for almost everything toy related.  SpinMaster is completely out other than maybe card/board games and a few other minor categories.  McFarlane will keep the "DC Direct" part of what they're doing still making the DC statues, Page Punchers (both scales) and the same type of "collector" figures that DCD made before WB/Discovery shut down that division.  As for DC brick toys, Mattel announced Mattel Brick Shop a month or so back (more details are supposed be coming soon on exactly *what* Mattel Brick Shop is) so the brick speculation may be dead-on, too

Now to go on to some really stretch speculations:  Hasbro just announced that they were cutting back on toys to focus more on gaming.  They've already licensed out Power Rangers to Playmates for the "kid" segment and Super7 is making all sorts of "collector" product for a lot of Hasbro brands and they may start dropping their licensed product, too, which could mean that McFarlane is expanding Marvel beyond PVC statues and adding Star Wars, two things he's said over and over that he wanted to make product for.

It's still 15-16 months before anything specifically from this deal will be available so I have a feeling we probably won't get much more information until Toy Fair next year with SDCC 2026 being the big showcase for the new products.

That all makes sense. I clearly missed the 2026 part but with a lead time like that I'd expect McFarlane to make some big announcements to end his lines with a bang and not a whimper (Todd isn't much known for being soft spoken and subtle).
Maybe we will FINALLY get a Granny Goodness figure and some more depth and breadth in the Super Powers line before that ends.

The more "Collector Focused" offerings from Todd weren't really my preference anyway, mostly due to the price points, but I'm not opposed to getting a few things here and there.

As for what we get from Matty from here...

I don't think I want a return to a 6" line.  It would be great to pick up where DCUC left off, but I don't need to.  I'd much rather they offer something new and different than we've seen before. A new form factor, a new play experience, just something different. But honestly, I'm a sucker for DC figures so I'll probably get them regardless if the price is right.

Not actually happy about this. If they make new DCAU figures, will they be hard to find? I've been enjoying ordering my McFarlane figures off Target's site. Mattel's distribution was a mess when they were handling JLU. 

I would expect things like DCAU to stay under the "DC Direct" banner which is still McFarlane (as far as we currently know) as Jim suggested. That being said, Those figures are peg warmers in my local area, even the vehicles just sit on the shelf for months until they are banged up and destroyed. I don't see a lot of effort put into continuing a line that is so collector focused being a priority to anyone going forward without the sales to back it up.
Granted, what is happening in my local area might be an outlier and sales are robust in other markets, and I have no other knowledge than what is already in the post so I could be completely wrong about all of this.

I just don't want Mattel with the DCAU license. That way lies frustration and scalpers. 

Looking over some of the Toy Fair reveals and it seems like Todd is ready to launch a 6" retro-inspired line of Super Friends figures.  These are intentionally styled to line up with the '66 figures in your collection.

The timing is really poor for this considering the Mattel announcement. Batman, Luthor, Green Lantern and Sinestro for the first wave with a Pink Batman and Riddler as the "Platinum" chase figures.

I might have considered picking up the line, but knowing we can't possibly get a full character roster in a year and a half makes this an easy pass.