ManOfSteel
Consumer Products

Warner Bros. strengthens superhero brands with new toy lines

Warner Bros. has debuted a lineup of new Superman-inspired goods in advance of the Studio's summer release of the film Man of Steel. The company has also unveiled a range of new toys based on brands like Batman and The Hobbit.
January 31, 2013

Warner Bros. has debuted a lineup of new Superman-inspired goods in advance of the Studio’s summer release of the film Man of Steel. The company has also unveiled a range of new toys based on brands like Batman and The Hobbit.

The Man of Steel program, supported by DC Comics master toy licensee Mattel, is backed by a wide-ranging toy line that includes action figures, vehicles, play sets and collectible figures. Also supporting Man of Steel are global licensees such as LEGO, with construction sets inspired by scenes from the film, and Rubie’s Costume Co. with a new line of Man of Steel-inspired costumes and accessories for both kids and adults.

Additional partners will include Thinkway Toys, with a role-play line, RC vehicle and interactive figures; Jakks Pacific, with a range of Man of Steel and Superman collectible figures and novelty toys; as well as Cardinal Industries with games and puzzles based on Man of Steel and Superman.

In other Warner Bros. Consumer Products news, new toys are in the works based on The Hobbit Trilogy, the first film of which was released this past December.

Co-master toy partners The Bridge Direct and Vivid Group have unveiled a new collection of characters, while New Zealand-based WETA Workshop continues to roll out an array of film prop replicas and collectibles inspired by the Trilogy. Additional partners supporting the films are United Cutlery with collector weaponry replicas; Noble Collection with collectibles; and global licensee LEGO with a range of build-and-play construction sets.  Additionally, global licensee Eaglemoss will support with figurine and chess partwork collections; along with NECA’s HeroClix figures and gaming system; Funko’s stylized figures and plush; and Rubie’s Costumes with a line inspired by The Hobbit Trilogy and The Lord of the Rings Trilogy.

WBCP will also be strengthening the Batman portfolio. This year, Mattel will release new toys including the Batman Sonic Strike 10-inch Figure, the Batman Spin Strike Bat Jet and the Batman Blast Lane Batmobile, as well as additional figures and characters to their figure assortment. WBCP has also teamed up with Fisher-Price to introduce preschoolers to the DC Super Friends brand.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

Menu

Brand Menu