In a press release sent out by Warner Bros. yesterday, the company announced a deal with Mattel that gives the toy company access to the entire vault of DC Comics characters, including Green Lantern, to develop toys from the property.
Mattel will continue with Batman: The Brave and The Bod, and DC Super Friends, and is in the process of developing a Young Justice line along with other toy lines.
“The sheer volume of the DC Comics property portfolio lends itself to an incredible array of consumer offerings,” said Brad Globe, president, Warner Bros. Consumer Products. “As master licensee, Mattel has consistently created innovative products that are true to the spirit of the DC Comics heroes and villains from which they are inspired. We look forward to seeing the results of the next wave of property collaborations.”
What does this have to do with Green Lantern? The movie and the related merchandising is going to be a big, big deal. And to hit it home, Warner Bros. unveiled a promo poster for the film.
From the press release:
“The Green Lantern film has an incredibly wide merchandise appeal,” said Donald De Line, Producer, Green Lantern. “The potential is there for amazing toys and merchandise because Green Lantern’s ring can create anything the imagination can conjure. From space stations and vehicles to alien action figures, the possibilities are just endless.”
“Mattel’s Green Lantern toy program is going to introduce Green Lanterns like Hal Jordan and Kilowog to new fans everywhere,” said DC Entertainment chief creative officer and Green Lantern co-producer Geoff Johns. “It is going to be amazing to watch the world discover the Green Lantern mythology.”
In order to fully realize the potential array of Green Lantern offerings, Mattel is supporting the film across key Mattel Brands such as Hot Wheels®, Tyco® R/C and UNO®. Collectors will also be pleased to discover that Mattel is releasing a Green Lantern “Movie Masters®” line of highly detailed figures based on the film, which are sculpted by the “Four Horseman” design team. Mattel’s Green Lantern product lines hit retail in summer 2011.
“We have a fantastic global partnership with WBCP and we’re thrilled to be working with them on the release of their next super hero blockbuster film. The beauty of Green Lantern is that he is an inspirational super hero with a rich, unmatched heritage that will appeal to boys of all ages. Adult collectors will be attracted to our highly detailed line of action figures and boys will be attracted to our playsets, role-play toys and vehicles because of the innovation infused throughout the entire line,” said Tim Kilpin, general manager, Mattel Brands.
Mattel is also rolling out products inspired by Young Justice, which will premiere on Cartoon Network during the 2010-2011 season. This all-new series is produced by Warner Bros. Animation and is based on characters from DC Comics. Featuring a team of teenage heroes, the show brings the popular comic to the small screen with favorites including Robin, Aqualad, Kid Flash, Superboy, Miss Martian and Artemis. Product offerings from Mattel include figures, playsets and other show-inspired lines.
Batman: The Brave and the Bold fans can prepare for the release of “Total Armor” toys based on the popular Warner Bros. Animation series airing on Cartoon Network. “Total Armor” means Batman and his allies will be equipped with additional, new weaponry and high-tech gadgets. For example, “Magma Armor” Batman will feature a detachable water blaster with storage tanks. “Tank Blaster” Batman comes with industrial armor styling and a massive cannon with multiple projectiles. Even the “Total Armor” Batmobile is getting upgraded with armored plates and two projectile-firing launchers. Additionally, all figures and vehicles will still have sockets in order to increase the customization ability by kids. Mattel will also offer Role Play items including the Telescoping Battle Sword and Batman’s Utility Belt. Items in the “Total Armor” line will be available in spring 2011.
Mattel and Fisher-Price are continuing to experience tremendous success with the popular Super Friends line of products created for boys ages three to eight. Building on a successful 2009, Fisher-Price has developed new motorized vehicles, figures and playsets, including the all-new Imaginext® Joker’s Fun House and building sets from TrioTM. The Fisher-Price Smart Cycle®– a stationary bike, learning center and arcade game system – will offer Batman and Green Lantern titles. The iXLTM Learning System, a 6-in-1 portable smart device, will feature the Batman: The Brave and the BoldTM software title. These products will be available this fall. Additionally the Power Wheels® brand is in on the Super Friends action with the BatmanTM, Lil’QuadTM and BatmanTM Lights & Sounds Trike ride-on vehicles, which are available now.
About Warner Bros. Consumer Products
Warner Bros. Consumer Products, a Warner Bros. Entertainment Company, is one of the leading licensing and retail merchandising organizations in the world.
About DC Comics
DC Comics, a Warner Bros. Entertainment Company, is the largest English-language publisher of comics in the world and home to such iconic characters as Superman, Batman, Wonder Woman and the Sandman. These DC Super Heroes and others have starred in comic books, movies, television series (both animated and live-action) and cyberspace, thrilling audiences of all ages for generations. DC Comics’ Web site is located at www.dccomics.com.