Fresh off the blockbuster success of the Barbie movie, Mattel and Warner Bros. Discovery have announced the renewal of their licensing deal. This partnership solidifies Mattel as the official licensee for toys, dolls, vehicles, and games for more than 50 of Warner Bros. Discovery’s brands and franchises. With this agreement, Mattel will continue to produce toys based on popular Warner Bros. properties such as the DC Comics universe, Harry Potter, Ted Lasso, Friends, and Seinfeld.
Nick Karamanos, Senior VP of Entertainment Partnerships at Mattel, expressed the company’s pride in their two-decade collaboration with Warner Bros. He stated, “Mattel is incredibly proud of our partnership with Warner Bros. to create products featuring their beloved characters and storylines. We are thrilled to be a partner of choice for the largest and most successful entertainment companies in the world and look forward to continuing our partnership with Warner Bros. Discovery as we accelerate our businesses together.”
The renewed deal emphasizes the value of the collaboration between a film and TV studio and a global toy company. While the agreement doesn’t include new toy movies, it highlights the significance of producing toys based on Warner Bros. movies. The recent success of the Barbie movie, which has already grossed over $162 million, demonstrates the immense value of toy IP in the entertainment industry.
Pam Lifford, President of Warner Bros. Discovery Global Brands, Franchises, and Experiences, highlighted the partnership’s dedication to delivering extraordinary products and experiences to audiences worldwide. She expressed excitement about the collaboration with Mattel and the opportunity to extend beloved characters and stories beyond the screen. Lifford stated, “This partnership has been a testament to the power of storytelling and innovation, and together, we look forward to exploring new horizons and creating even more inspiring products that will delight fans of all ages.”
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It’s worth noting that the Barbie movie itself is a product of the collaboration between Mattel and Warner Bros. As the producer and distributor of the film, Warner Bros. brought one of Mattel’s marquee product lines to life. Directed by Greta Gerwig, the movie features Margot Robbie and Ryan Gosling as Barbie and Ken, respectively. The success of the Barbie movie has further emphasized the value of toy IP, showcasing the potential for a franchise that merges toys with a compelling storyline.
With the renewed partnership between Mattel and Warner Bros. Discovery, fans can expect to see a wide range of new toys and merchandise featuring their favorite characters from Warner Bros. movies and TV shows. From action figures and dolls to vehicles and board games, Mattel will continue to bring the magic of these iconic franchises to life.
This collaboration between two industry giants not only solidifies their presence in the toy market but also opens up opportunities for cross-promotion and enhanced fan experiences. With Mattel’s expertise in creating high-quality toys and Warner Bros. Discovery’s extensive library of beloved characters, the partnership is set to thrive and continue to captivate audiences of all ages.
The licensing deal renewal comes at a time when the toy industry is experiencing a surge in demand. The Barbie movie’s tremendous success has highlighted the potential for toy-based franchises, leading to increased interest in related merchandise. As the collaboration between the film and toy industries grows stronger, we can expect to see more exciting and innovative products hitting the shelves.
In conclusion, the renewed licensing deal between Mattel and Warner Bros. Discovery strengthens their partnership and solidifies Mattel as the official licensee for toys based on Warner Bros. franchises. This agreement emphasizes the value of collaborating between film and TV studios and toy companies, showcasing the immense potential for creating merchandise that expands the storytelling experience. Fans can look forward to a wide range of new toys and games featuring their favorite Warner Bros. characters, thanks to this exciting partnership.
