Warner Bros.' Super New Content

Warner Bros. Consumer Products is closing the circle on its popular Mattel toy ranges, enhancing the products with new movies and online content.

In the more traditional past, major studios television or film properties have inspired product programs. Warner Bros. Consumer Products is flipping that script, unleashing brand-new content this year inspired by its partners successful toylines.

Looking to Mattel and Fisher-Price's offerings, WBCP will bow Batman Unlimited: Animal Instincts and "DC Super Friends," a made-for-video movie and series of shorts, respectively, in spring.

"We are excited to continue to forge new ground with our long-time partner Mattel to build on the success of these popular toy lines by bringing the play pattern to life through this original content that we will be able to offer across multiple platforms," says Brad Globe, president, WBCP.

Batman Unlimited: Animal Instincts is born from Mattel's new toy range (simply called Batman Unlimited). The film will star an animated Batman alongside superhero allies such as The Flash, Red Robin and Green Arrow as they come face-to-face with DC Comics super villain The Penguin and brand-new cyber animals.

The film will premiere in May on Blu-ray combo pack, DVD and digital HD from Warner Bros. Home Entertainment. A planned sequel is already in the works.

"We are thrilled to be working with our Warner Bros., Mattel and Fisher-Price colleagues to create new Batman and DC Super Friends kids' content," says Diane Nelson, president, DC Entertainment. "These new animated projects will offer all new Batman, Superman and Wonder Woman adventures that seamlessly jump from toybox to screen."

Building on the content, Warner Bros. will also release 22 Batman Unlimited two-minute standalone shorts, which will be made available free online on dedicated YouTube channels and similar platforms globally. The shorts will be further enhanced by a series of companion apps, as well.

And, of course, the new films and shorts will be made that much more robust with a new wave of Mattel toys that includes action figures and a new Batmobile, as well as product extensions from licensees such as costumes from Rubie's Costumes and role play accessories from Thinkway Toys.

Batman Unlimited will also receive a major QSR program this year, as well as additional categories such as apparel.

From the Fisher-Price Imaginext toy line DC Super Friends comes a new series of animated shorts of the same name. Also debuting in spring, the 15, three-minute shorts will be viewable for free online on dedicated YouTube channels.

A paid companion app will further augment and advance the storyline, offering viewers yet another opportunity to engage with the DC Super Friends property.

The existing toy line will additionally be expanded by Fisher-Price and include all-new play set environments inspired by the DC Super Friends shorts, each of which include Imaginext's interactive Power Pad technology, a feature that enables kids to activate features within the toy.

"Our long standing collaboration with Warner Bros. Consumer Products has given Mattel the opportunity to engage fans of all ages with the very best in DC Comics Super Hero play," says Doug Wadleigh, senior vice president and general manager, Mattel Toy Box. "It is a true compliment that our evergreen DC Comics toy lines have inspired a whole new universe of storytelling that will dramatically expand kids' imaginative play with their favorite Super Heroes."

More categories, including for publishing, will also be supporting the program, expanding the DC Super Friends universe that much farther.