Warner Bros. Consumer Products UK and Ireland has launched its licensing program ahead of the highly anticipated March 25 theatrical premiere of Batman v Superman: Dawn of Justice, starring Ben Affleck and Henry Cavill and directed by Zack Snyder.
With two of the most iconic DC Comics superheroes appearing together on the big screen for the first time in history, licensees have been lining up to grab a piece of the merchandising action, which is led by global master toy partner Mattel, Lego and Rubie’s Costume Company.
In the UK, Aykroyds, Blues and Cooneen are offering boys nightwear collections, and in direct-to-retail partnerships, fast-fashion retailer Primark is on board for men’s t-shirts and ladies nightwear, while George at Asda is launching a collection of men’s t-shirts and boys pajamas.
Other licensees across the region include MV Sports (bikes, scooters, skateboards), Centum Books (publishing), GB Eye and Pyramid (mugs, posters), Sambro (arts, crafts, games, bags, accessories), Spearmark (lunch bags, water bottles), Corsair (personal care, toiletry items) and Finsbury Foods (cakes).
Outside of the UK and Ireland, anticipation is also building with companies such as Jakks Pacific in the US making its Big Figs, remote control vehicles and seasonal products based on the film.