Official Press Release: Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories

[toynewman]

Shown below via LA Times, Mattel has reclaimed the rights to create action figures and collectibles based on DC characters such as Batman and Superman starting in the second half of 2026. More details will follow soon!

"Robert Oberschelp, head of Warner Bros. Discovery global consumer products, said the DC brand is one of the company’s “crown jewels” and the battle to obtain the licensing rights was highly competitive. The company considered manufacturers’ business models and track records in design work, distribution and innovation when weighing options.

“What Mattel really brought was a very clear understanding of our brand,” he said, adding that the toy maker’s global reach was an important factor.
“You have content coming every way that’s going to be in front of that fan to get them excited. What we’re going to be able to do is extend that storytelling,” he said."

[Jscott991]

This is really big news. Mattel is unlikely to stick with McFarlane's scale.

Plus, I imagine they dramatically improve the quality of what they were putting out before (probably to Masterverse levels).

I wonder how many people will start over . . . again.

[Superdude98]

Does this mean Mcfarlane is losing the license or will they be competing with Mattel now? I know Mcfarlane isn't perfect, but I honestly don't want Mattel to go back to being the sole producer of domestic collector grade DC figures, they weren't really that much better than Mcfarlane, and considering I have very few Mattel DC figures left, I don't want to have to basically start my collection over.

[MrWolf12000]

I guess RIP Super Powers, been fun while it lasted.

MAKE THE 86 APOKOLIPS PLAYSET NOW, PLEASE LOL

[Nosferatuman62172]

My first reaction was "Its not April ist yet."  My second rraction is "Yaaaaaaaaaaaaaayyyyyyyyyy"

[MrWolf12000]

4 minutes ago, Jscott991 said:

This is really big news. Mattel is unlikely to stick with McFarlane's scale.

Plus, I imagine they dramatically improve the quality of what they were putting out before (probably to Masterverse levels).

I wonder how many people will start over . . . again.

I actually completed the DCUC line. I still have them, and have selectively purchased McF I enjoyed, and gone all in on Super Powers.  I will need to see assortments and so forth but I predict the same, selective pieces

[jeffbohn]

Here we go again.  It will be interesting to see the details of this and how it affects the other companies.  

[MrWolf12000]

6 minutes ago, Superdude98 said:

Does this mean Mcfarlane is losing the license or will they be competing with Mattel now? I know Mcfarlane isn't perfect, but I honestly don't want Mattel to go back to being the sole producer of domestic collector grade DC figures, they weren't really that much better than Mcfarlane, and considering I have very few Mattel DC figures left, I don't want to have to basically start my collection over.

Upon second reading I didnt see the words Master License or Exclusive..... maybe Mcfarlane will operate like DC Direct/Collectibles did. Perhaps Mattel deals with retail collector figures, movie based product etc.

I would like that selfishly LOL Super Powers could keep going, Batman TAS reissues *COUGH GRAY GHOST COUGH* could continue.... Sure would like a few more Knightfall and Death/Reign/Return of Superman figures.

It will be interesting to see what happens.

[Superdude98]

5 minutes ago, MrWolf12000 said:

Upon second reading I didnt see the words Master License or Exclusive..... maybe Mcfarlane will operate like DC Direct/Collectibles did. Perhaps Mattel deals with retail collector figures, movie based product etc.

I would like that selfishly LOL Super Powers could keep going, Batman TAS reissues *COUGH GRAY GHOST COUGH* could continue.... Sure would like a few more Knightfall and Death/Reign/Return of Superman figures.

It will be interesting to see what happens.

I'm honestly hoping it turns out Mattel is just replacing Spin Master as the makers of DC toys for kids, while Mcfarlane carries on making figures for adult collectors, I think those are their strong suits

[Jscott991]

I see a lot of people speculating this won't replace McFarlane.  That's interesting.  The late 2026 start date suggested to me that McFarlane definitely lost the license. Why would you need a ramp-up period to produce DC Barbies?

[lordtom]

3rd time's a charm. Let's hope they don't balls it up this time

[SpiderS]

Ok let’s hope it’s decent sculpts and most importantly comparable scale to Marvel Legends and DCUC. It would be cherry on top if they get 4horsemen to sculpt some stuff for them but there’s tons of other talented sculptors who for sure can prioritize sculpting line of figures that can act as base bodies and help the line longevity unlike what McFarlane initially did with all kinds of all original sculpts with little reuse potential.

[hainrs]

If Mcfarlane has lost the collector license then this is horrible. If Mattel is non-collector, like Spinmaster, then that's fine, but Mcfarlane's 7" line and Super Powers and the animated series reissues would probably never get made under Mattel. They're going to go back to making the garbage they made the last couple of years they had it. If they were to give us a new Classics style line then that would best, but I don't like having to start over if Mcfarlane has lost the license. This is how hobbies die.

[Emnems80]

I wonder if the license will continue to be split. Maybe Mattel will have the 6" scale for action figure collectibles and Mcfarlane will keep 5" and 7" scales. It'll be interesting to see how this all shakes out.

[80sboy4]

This is surprising news!! I am glad Mattel is getting back the license to make DC figures again. Mcfarlane figures were hit and miss, a lot of miss lately. The main issue I had with Mcfarlane was the horrible joint cuts and the plastic used on his figures. Stability issues were also an issue, some figures could not stand. I will say you did get quite a bit for the money but quality was a problem. 

Let's hope Mattel brings the same quality as they did the MOTU Masterverse figures. Those are some of the best toys on the market currently. 

[Steven3]

I'll be honest, I don't like it that much either, I'm used to Mcfarlane. (Despite his flaws.) But if they could produce something like Hasbro Marvel figures... then maybe, just maybe, I'd go along with it. But I suspect it will be a quality ruin, though... who knows, we might be pleasantly disappointed. 

[Lord_Scareglow]

Wow that's an interesting turn of events, The major take away here is that I surely hope Mattel has learned much about what the collector's truly desire in a DC line since they last had the license, and produce something on par with their Masterverse line, Although near the end of Mattel's run with Multiverse they were actually producing some decent figures, so you'd imagine perhaps it would be the outcome.

I feel actually very sad for anyone who went all in with McFarlane's series, if indeed Mattel will be the producers going into 2026 of the main collectible line..or Multiverse w.e and all of the collecting and time spent on that McFarlane series, forcing basically people to start all over again, again.

Then again, will McFarlane still produce their figures? and Mattel have their own line? maybe it's Mattel will do a Legends-eque 6'' line and Todd can keep doing his 7'' thing? that might be ideal for people..I guess nobody can say for certain at this point, I do think it's about time DC got a chance at competing with Legends again, something comparable would really be what the fans want. I'm interested to see where this all ends up.

[toynewman]

Official Press Release:

Mattel and Warner Bros. Discovery Global Consumer Products Announce Multi-Year Licensing Partnership for DC Characters and Stories 

Partnership brings DC’s Super Heroes, Super-Villains, and stories to life through action figures, playsets, accessories, role play products, and adult collectibles 

 

EL SEGUNDO, Calif., February 27, 2025 – Mattel, Inc. (NASDAQ: MAT) and Warner Bros. Discovery Global Consumer Products today announced a global, multi-year licensing agreement utilizing DC’s entire library of beloved characters and legendary storytelling. Through the partnership, Mattel is awarded the global licensing rights to develop and market a full range of DC-themed action figures, playsets, accessories, role play products, and adult collectibles starting in the second half of 2026. The agreement spans all DC stories and characters including Batman, Superman, Wonder Woman, The Joker, Harley Quinn, and many more.  

 

Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel, said: “It is an incredibly proud milestone to welcome DC back to Mattel. We look forward to leveraging our Mattel Playbook approach to brand management, product design, and innovation to bring DC’s popular characters to life across all channels. This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages.” 
 
Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products, said: “Warner Bros. Discovery’s new agreement with Mattel arrives as DC kicks off an exciting new chapter in 2025. Our collaboration with Mattel will lead to all-new offerings celebrating DC’s rich legacy and future storytelling across publishing, animation, TV, and film. Every story and character, from Batman, Superman and Wonder Woman’s heroics to The Joker and Harley Quinn’s troublemaking, are prime inspiration for a new partnership that combines the power of Mattel and the global appeal of DC.”

 

This new licensing agreement builds upon the existing relationship between Mattel and Warner Bros. Discovery Global Consumer Products, which spans more than 30 brands and franchises in Warner Bros. Discovery’s vast library including Harry Potter, FRIENDS, Seinfeld, Ted Lasso, and more across the preschool, plush, dolls, vehicles, games, and novelty toy categories. 

[Hossman]

Man, I am too old to start over again (again). HAHA

I was pretty complete on DC Universe classics. I gave all of them to my daughter to sell. I have quite a bit of Mcfarlane Dc Multiverse (somewhere more than 200). Unless Mattel looks pretty compatible, I will be out. Then the problem is, I will look at my DC collection as un-completable and take them all down off of display. The good news, I can just to small and random higher end collecting like the Beast Kingdom Alex Ross figures. I could go for the Big 7,and walk away. I hope. lol

[MagnaPrime]

Gonna have to just wait and see here. I'd like Todd to give me just a few more characters, a proper cyborg superman, a better supergirl, and that connor hawke thats been hinted at... but the out of scale long legs on his designs frustrate me no end, and his penchant starting with representations of characters outside their classic appearance is immensely frustrating.

[Jscott991]

Press release seems to make it clear McFarlane is out:

"Mattel is awarded the global licensing rights to develop and market a full range of DC-themed action figures, playsets, accessories, role play products, and adult collectibles starting in the second half of 2026."

 

[JayC]

8 minutes ago, Jscott991 said:

Press release seems to make it clear McFarlane is out:

"Mattel is awarded the global licensing rights to develop and market a full range of DC-themed action figures, playsets, accessories, role play products, and adult collectibles starting in the second half of 2026."

 

As far as DC Multiverse I would agree. In my mind at the moment I don't know what it means for the DC Direct related stuff McFarlane was doing. We prob wont find out more until this weekend at Toy Fair.

[Atlantis]

I welcome this news, especially if it means McFarlane is out. I'll give him credit for doing some nice vehicles. 

[BenFromtheBunker]

I'm not going to start over.  I will be interested to see if Mattel brings some new characters or just 30 new Batmans

[Archangelboy]

Wow! If this means DC collector figures other than McFarlane, I am VERY excited. I have grown to dislike McFarlane's overall handling of things very much, from the character selection, to weird awkward proportions, to scale issues, to the ugly extraneous panels and lines, to odd face sculpts, to super-lazy parts use etc. They seem to make bizarre choices or get something wrong with every other figure. I still don't think they've gotten it right as far as a great classic Superman. Don't get me wrong, they have put out some great figures, but I'm more than ready for someone else to give it a try. 

I really do hope Super Powers continues with Mattel, I was really excited about it at first - McFarlane has NAILED the vehicles - but the figures are SUPER lazy and carelessly done.

As for Mattel - it's been years since they've had DC and looking at MOTU, I think they have learned a lot of lessons. More than willing to give them a chance.