Axel-In-Charge: Extending "Secret Wars," Excitement for a "Totally Awesome Hulk"
Debuting this morning in USA Today, the lineup includes a two-pack of 6-inch action figures based on the likenesses of Ben Affleck and Henry Cavill ($30); a Hot Wheels Batmobile with limited-edition packaging ($25); and a 12-inch Wonder Woman Barbie based on Gal Gadot’s likeness (Batman and Superman will also be part of a new Barbie line).
Warner Bros. Consumer Products has renewed its 15-year-old partnership with Mattel in a multi-year deal that expands the toymaker’s rights to include upcoming DC Comics-based films and television series.
Under the terms of the agreement, Mattel will be able to develop toy lines based on the Batman v Superman: Dawn of Justice and Justice League movies as well as the TV adaptations Arrow, The Flash, Constantine, Gotham and iZombie.
Mattel, which on Wednesday unveiled its full slate of Comic-Con International exclusives, has DC products spread across its brands, from vintage-style Batman Classic TV Series action figures to Hot Wheels DC Universe cars to the Fisher-Price Imaginext Super Friends line. The company also rolled out merchandise based on Man of Steel and Christopher Nolan’s Batman movies, and the popular Arkham video games.
“Warner Bros. and DC Entertainment have an unrivaled portfolio of characters and a strong slate of content across all platforms which is essential to driving our global consumer products business — a business anchored by our long-term partnership with Mattel,” Brad Globe, president of Warner Bros. Consumer Products, said in a statement. “With so much opportunity on the horizon, we know Mattel will bring the talents of its world-class organization to create and market product lines for fans of all ages.”
The Walking Dead has walked at a brisk pace from comics to television to video games and more, and now an enterprising doll modder known as Peewee Parker is bringing the series’ deadliest zombie killer to Barbie.
Revealed in a series of photos replete with special effects, Parker has created a custom Barbie doll made to look like Michonne from The Walking Dead. The mod is based on the television version of the character (played by Danai Gurira) rather than the one from the comics, but Parker earns high marks for this detailed custom work.
It looks like Mattel may be pulling a bit of a Marvel on fans.
Variety reports that Mattel, the world’s largest toymaker, has created a new in-house studio called Playground Productions to manage the creative direction of its properties, such as Barbie, He-Man, Max Steel and Hot Wheels. The new division will reportedly oversee the development of scripts for television and film, and control how the toys are adapted for books, live events, video games — and, by logical extension, comics.
Mattel already has one of its properties already in the comics world — DC’s He-Man & the Masters of the Universe title — but given this new push to better organize and monetize its brands, we could see a lot more.