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Many of us had already started our holidays when it was announced that Warner Bros. had partnered with Spin Master to be the new licensee for DC Entertainment in the boy’s action toy, remote control and robotic vehicles, water toys, games and puzzle categories. The three-year global agreement with Warner Bros. begins in spring 2020.
January 2, 2019
Marvel’s film franchises have been extraordinarily successful all around the world, making their toy partner Hasbro very successful in the process. Warner Bros.’ DC Entertainment has not been nearly as successful until it hit the jackpot with Wonder Woman in 2017, and now Aquaman, the December 2018 release that is well on its way to being a billion-dollar box office behemoth.
With Pam Lifford now running both DC Entertainment in addition to Warner Bros. Global Brands and Experiences, there is a cohesive strategy in place, and Lifford clearly sees an opportunity to disrupt the status quo by bringing on a toy partner known for its innovation. There has been a raft of disruptions in the toy business of late, most notably the demise of specialty retailer Toys ‘R’ Us, and the rise of smaller, more agile toy companies that specialize in innovation and speed to market.
The agreement between DC Entertainment and Spin Master reflects the major changes that have taken place at Warner Bros. and DC Entertainment under Lifford’s leadership.
It’s also a major vote of confidence for Spin Master, which has gone from strength-to-strength with its licensed toy business.
Additionally, DC Entertainment is finally on track with its strategy to build the DC multiverse into major franchises that will encompass films, TV/video, gaming, experiential and consumer products.
Read more about:Steven Ekstract
Steven Ekstract, a former Brand Director of the Global Licensing Group, has been a leading voice in the licensing industry for more than two decades.
After working in Entertainment Journalism and Marketing including Video Review, Premiere magazines and the Hollywood Reporter, Ekstract founded License Global magazine in 1997, the leading news source for the brand licensing industry. He is often tapped as a thought leader to provide his insights and forecasts on the licensing business.
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