Variety reports that Warner Bros. has signed a deal with Mattel, giving them the master license for all of DC Comics’ toys. Previously the two companies have worked together on toys for Batman Begins, the Batman cartoon and my personal favorite, the Justice League Unlimited line. Variety says:
…the new multi-year deal makes Mattel the master toy licensee for the complete DC portfolio, which includes characters such as Superman, Batman, Wonder Woman, the Joker, the Flash, Green Lantern, Aquaman, Green Arrow and Justice League.
It also covers past and future films and animated properties.
Mattel’s brands such as Hot Wheels, Radica, Fisher-Price, Tyco and Mattel Games are expected to take full advantage of the deal.
Toymaker also plans to create a DC Superheroes-branded section in retailers’ toy aisles as part of the effort.
Hopefully this means the JLU line will continue, although I can only assume it’s getting close to its end since the show is long gone. And in related news, the Seattle Times reports on the overcrowded toy aisle this summer, as Spider-Man 3, Shrek, Pirates, Fantastic Four and Transformers all compete for toy dollars.