Toy maker Mattel has announced that it will be renewing its licensing deal with Warner Bros. Discovery Global Consumer Products. The deal allows Mattel to continue as a toy licensee for various categories including preschool, plush, dolls, vehicles, games, and novelty toys. This means that Mattel will have the opportunity to develop and market products for more than 50 Warner Bros. Discovery brands and franchises such as DC Universe, DC Super Friends, “Batwheels,” Harry Potter, Fantastic Beasts, and Ted Lasso.
While specific terms of the deal were not disclosed, Mattel expressed its pride in the long-standing partnership with Warner Bros. to create products featuring their popular characters and storylines. This collaboration has been ongoing for over two decades and has resulted in the creation of numerous toys beloved by fans.
The announcement comes at a time when Warner Bros.' "Barbie" movie, inspired by the iconic Mattel doll, has achieved great success at the box office. The film secured the top spot over the weekend, earning an impressive $155 million in ticket sales from North American theaters alone. Additionally, the movie broke the first weekend record for a film directed by a woman, surpassing even the opening weekend of every Marvel movie this year. Internationally, "Barbie" earned $182 million from 69 territories, contributing to a total global weekend gross of $337 million.
This renewal of the licensing deal between Mattel and Warner Bros. presents exciting opportunities for both companies. Mattel will have the chance to continue creating toys based on beloved Warner Bros. franchises, while Warner Bros. will benefit from the success of the "Barbie" movie and the continued popularity of its characters. Ultimately, this partnership allows both companies to capitalize on their respective strengths and reach a wide audience of fans around the world.