Warner Bros. Discovery renews toy licensing deal with Mattel

The toyco will develop and market new vehicles, toys and dolls for more than 50 of WBD's iconic brands, including Batman, Harry Potter and Looney Tunes.
July 25, 2023

Coming hot off of Barbie‘s stellar opening weekend at theaters, Mattel has renewed its licensing agreement with Warner Bros. Discovery’s (WBD) consumer products division to continue as its toy licensee.

The deal encompasses more than 50 of WBD’s brands and franchises, including the DC Comics universe, Batwheels, Harry Potter and Fantastic Beasts. As part of the agreement, Mattel will manufacture and market new WBD-branded toys across several categories, including preschool, plush, dolls, vehicles and board games. 

WBD and Mattel have worked closely for two decades in the kids entertainment industry, said Nick Karamanos, the toyco’s SVP of entertainment partnerships in a release. 

Their most recent collaboration, the live-action Barbie movie, smashed past expectations at the box office on its opening weekend. The feature film has brought in US$162 million in domestic ticket sales since its premiere last week, according to analytics company Comscore, taking the top spot away from Illumination’s The Super Mario Bros Movie (US$146 million) as this year’s largest opening weekend. Combined with its international sales (US$194.3 million), the two partners have built a new dream house, with the film currently worth more than US$356.3 million. 

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