Warner Nabs Mattel For 'Superman' Toys

By Robert Marich
   Jan. 30, 2013—Warner Bros. Consumer Products lengthened its list of merchandise licensees for the next iteration of Superman and presented other properties in a press release tied to the Toy Fair trade show. WBCP has 300 product categories covered—with Mattel taking important toys lines--for Man of Steel, which is the Superman movie set for June 14 release.
   "Superman will always be a pop culture icon, and the upcoming summer action adventure will continue to fuel excitement for this fan-favorite Super Hero across the globe," WBCP president Brad Globe said in a statement.
  Warner is also pitch merchandise for The Hobbit Trilogy, Batman, DC (Comics) Super Friends, The Big Bang Theory and Looney Tunes.
  Besides the Mattel tie-in, a Variety story by Marc Graser about Man of Steel says, “Other partners include Lego, whose construction sets are inspired by scenes from the film; Rubie’s Costume Co.; Thinkway Toys; RC vehicles; collectible figures from Sideshow Collectibles, Kotobukiya, SquareEnix, Neca and Jakks Pacific; props from Noble Collection; and puzzles from Cardinal Industries, along with Funko, which will produce vinyl figures through its Pop! line.”
   The Variety story also says, “Superman has long been a popular character for Warner Bros. Consumer Products. But because his powers -- the ability to fly, his heat vision and super strength -- are hard to translate in action figure form, sales were mostly driven by apparel featuring the character's signature ‘S’ shield.”
   The 110th annual American International Toy Fair will be held in New York City Feb 10-13, 2013.
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Below is a Lego kit licensed from Man of Steel