Mattel Wins Toy License for Warner Bros. Characters
Warner Bros. has awarded Mattel Inc. the right to produce toys and games
based on its Batman, Superman, and Looney Tunes characters, including
Bugs Bunny, for the next five years.
The deal gives Mattel the right to produce plush dolls, vehicles, games, action figures and other toys for upcoming movies and television shows featuring the Warner Bros. characters. The deal is estimated to be worth between $200 million and $500 million over the life of the agreement according to people familiar with the matter. Mattel, based in El Segundo, CA, will have worldwide rights, except in Asia.
Mattel won the comprehensive licensing rights in part because Warner Bros. was pleased with the toys and games Mattel produced for last year's hit Harry Potter and the Sorcerer's Stone. Mattel was awarded the licensing rights for the Harry Potter films in 2000.
"We're focusing on generating creative ideas and products out of the essence of the property versus souvenirs of what you might see on the screen or the TV show," said Mattel's Entertainment Division President Matt Bousquette.
"They creatively came in with a compelling presentation," said Warner Bros. Worldwide Consumer Products President Dan Romanelli. "It was important for them and strategic for them."
Although the deal secures Mattel the toy licenses for a number of Warner Bros. characters, it doesn't have a monopoly on the corporation's cartoon properties. Equity Toys has the licensing rights for Warner Bros.' Scooby-Doo and other companies hold the licensing rights for its Powerpuff Girls property.
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The deal gives Mattel the right to produce plush dolls, vehicles, games, action figures and other toys for upcoming movies and television shows featuring the Warner Bros. characters. The deal is estimated to be worth between $200 million and $500 million over the life of the agreement according to people familiar with the matter. Mattel, based in El Segundo, CA, will have worldwide rights, except in Asia.
Mattel won the comprehensive licensing rights in part because Warner Bros. was pleased with the toys and games Mattel produced for last year's hit Harry Potter and the Sorcerer's Stone. Mattel was awarded the licensing rights for the Harry Potter films in 2000.
"We're focusing on generating creative ideas and products out of the essence of the property versus souvenirs of what you might see on the screen or the TV show," said Mattel's Entertainment Division President Matt Bousquette.
"They creatively came in with a compelling presentation," said Warner Bros. Worldwide Consumer Products President Dan Romanelli. "It was important for them and strategic for them."
Although the deal secures Mattel the toy licenses for a number of Warner Bros. characters, it doesn't have a monopoly on the corporation's cartoon properties. Equity Toys has the licensing rights for Warner Bros.' Scooby-Doo and other companies hold the licensing rights for its Powerpuff Girls property.
