Building hype for the feature film’s premiere on July 11, Warner Bros. Discovery Global Consumer Products has unveiled a big global consumer products program for Superman that will feature more than 100 licensees. 

Key toy category partners include Spin Master, Mattel and McFarlane, which all began rolling out movie tie-in action figures and playsets to retailers worldwide this week. Jazwares will join the party later this month with a co-branded collection of Squishmallows plush, and Funko is gearing up to launch a new Superman Pop! vinyl collectible closer to the movie’s launch date. 

WBD has rallied several apparel partners to produce Superman-themed collections launching throughout the year for both kids and adults, including GAP, Hot Topic, Box Lunch, Reebok, Pottery Barn Kids and Mad Engine. Meanwhile, Rubies has exclusive costume rights for the film and will be launching new dress-up SKUs inspired by Superman, Green Lantern and Hawkgirl. 

With the introduction of Superman’s dog Krypto into the DC film universe, WBD has also earmarked the pet category as a franchise expansion opportunity. Rubies will double-dip by developing collars and capes so pets can be part of Halloween this year, and Sassy Woof and Pets + People are working on new play items for pooches that should hit shelves later this year. 

Rounding out the licensing program are publishers Penguin Random House (novels), Abrams Books (picture books) and Bendon (coloring books, activity kits), which will develop new ranges of children’s books to continue the adventures of the latest live-action Superman.