Superman: A New Age of Super Hero

From the dark streets of Gotham City and the sparkling skyscrapers of Metropolis to alternate iterations of Earth, the world of DC has spanned countless signature settings, storylines and fan-favorite moments. This rich history, built over almost 90 years, has created a portfolio of unforgettable characters with which fans have fostered a deep sense of connection across generations.

The roster of iconic heroes, vigilantes, rogues, anti-heroes, villains and supervillains across the DC universe has become an integral part of global pop culture, captivating billions of fans across multiple platforms. As DC prepares to enter a new era with the blockbuster launch of “Superman” (2025), Warner Bros. Discovery Global Consumer Products (WBDGCP) shares its strategic vision, bringing both the legacy and future of the DC universe to life.

With over 30,000 characters and countless stories – not to mention a new slate of entertainment touchpoints coming soon – the DC universe is providing many opportunities to maintain fan momentum worldwide.

Logo for upcoming "Superman" movie

Superman: The Legacy Continues

From Superman’s arrival in Siegel and Shuster’s “Action Comics #1” (1938) to “The Killing Joke” (1988) and the unforgettable depiction of Bane breaking Batman in “Batman: Knightfall” (1993), DC is a brand connected to core memories for fans with countless moments interwoven into pop culture. Founded in comic books – with an estimated 40,000 titles published to date – DC extended its universes to triple-A video games, blockbuster movies, streaming shows, location-based experiences and consumer products, growing global renown, reverence and relatability.

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The television and blockbuster film era of DC was a significant turning point in the decades that built DC fandom from comic book enthusiasts to everyday people. DC first produced “The Adventures of Superman” in 1952 before launching the revered classic of Adam West’s “Batman” in 1966, beginning a long-standing history of Super Hero drama, mystery and excitement. From here, characters such as Shazam!, Wonder Woman, Swamp Thing, The Flash and Green Arrow gained a platform, with some even receiving numerous iterations that are either still watched today or considered cult and nostalgic.

Wayne Enterprises furniture by Formitalia

On the big screen, DC partnered with numerous directors, actors and scriptwriters to transform the success of each television adaptation to the cinema, starting what would eventually become a legacy cinematic universe. One of the most iconic portrayals of DC characters falls to Christopher Reeve, who would don the blue and red and fuel new growth for the global popularity and renown of Superman with “Superman: The Movie” (1978). With numerous sequels cementing that era and adaptation in the annals of cinema history, it wasn’t until 1989 that the visionary director, Tim Burton, would launch his vision for the dark, gothic and twisted world of “Batman” – leading to another milestone moment in the history of DC.

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These unforgettable movies and franchises sparked a rapid evolution in cinema through the seminal director, Christopher Nolan’s, “Dark Knight” franchise (2005-12), Henry Cavill’s heroic depiction of the “Man of Steel” (2013), “Suicide Squad” (2016), “Wonder Woman” (2017) and the first foray of the “Justice League” (2017) to name a few.

Now, DC is continuing its legacy with renewed vigor and a fresh look at the iconic roster of characters through new stories and depictions of these remarkable heroes.

Featuring a star-studded cast, including Superman (David Corenswet), Lois Lane (Rachel Brosnahan), Hawkgirl (Isabela Merced), Mister Terrific (Edi Gathegi), Green Lantern (Nathan Fillion) and Lex Luthor (Nicholas Hoult), the James Gunn-directed blockbuster “Superman” is set to mark a new era for the DC brand. With other titles such as “Creature Commandos” and “Supergirl” taking the storytelling possibilities even further, there is a palpable sense of anticipation for these famous characters’ return to the screen.

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“DC Super Heroes are iconic; they never go out of style,” says Robert Oberschelp, head, global consumer products, Warner Bros. Discovery. “Fans see themselves in the characters and want to celebrate that, so we need to be everywhere they are. The sun never sets on the global consumer products program for DC and its characters. We have thousands of licensees worldwide in nearly every category, including currency in the United States, Europe and APAC. Superman is the world’s first Super Hero, and fans can’t get enough of the S-Shield, so we’re excited for his return to the big screen. We’re excited about the new DC content coming up. From ‘Creature Commandos’ to ‘Superman’ and ‘Supergirl,’ it’s a licensing dream. When you combine that with the legacy DC brings and the strength of characters, there is a lot of buzz right now from licensees and retailers who want to be part of this brand.”

Batman LEGO set

The global consumer products offering for DC is vast, and Superman has always been at the core of that strategy as a crucial character for fans and the licensing business, according to Oberschelp. The upcoming film brings even more energy to the character and provides a product licensing halo effect for the other residents of Metropolis.

“Superman has always been fundamental to our global licensing programs,” says Oberschelp. “Licensees and retailers love him because the fans do. With ‘Superman’ coming to theaters next summer, we’ve seen a renewed focus on the character from our partners looking to be part of the summer of Superman and the next decade of DC. Superman’s enduring popularity and significance in the DC brand’s global licensing programs are a testament to his iconic status and the love fans have for him.”

DC Products, Collaborations and Experiences

The response from licensees and retailers to the new era for DC’s leading characters has been overwhelmingly positive. When it comes to initiatives and partnerships, there are Superman-size programs in the works, although specifics are still strictly under wraps. One thing is sure: DC will continue to deliver products and experiences that fans will adore.

The release of “Superman” will fuel the next decade of DC and provide more chances to engage fans where they are. However, WBDGCP has worked with licensees and partners worldwide to incorporate the S-Shield – among countless other character signatures – into fans’ everyday lives through a robust range of products for decades.

Consumer products offers from DC include everything from haute fashion to home collections. The current offerings are a testament to DC’s ability to adapt and evolve with its fan base worldwide.

“We’ve got something to offer every fan of different ages and stages,” says Philippe Roucoule, head, EMEA consumer products, Warner Bros. Discovery. “How do we tier the offering and ensure fans connect correctly to the characters they love? Be it toys, fashion, home, food, health and beauty, with partners such as Pepco, LEGO, Spin Master or Formitalia; that’s just a few as we have thousands of partners that have already come on board for Superman across all categories.”

The anticipation surrounding the new “Superman” film is palpable, and the EMEA market – much like the globe – is eager to embrace the excitement.

“It’s fair to say 2025 will be the summer of Superman,” says Roucoule. “There’s not much I can say now, but we’re excited with what we’re hearing about the movie, especially the feedback from retailers and licensees. We’re trying to share as much as we can, but I can say that we’re very much looking forward to what’s coming.”

Funko POP! Batman and The Joker figures

One of the most exciting aspects of DC’s strategy is its foray into high-end retail experiences, exemplified by the Wayne Enterprises Experience. This ultra-luxury, story-driven destination in New York City offers a glimpse into Bruce Wayne’s world, featuring high-tech, high-design products available for purchase.

“We have so much fun working with partners to find creative ways that allow fans to celebrate their favorite DC character, and one area we wanted to explore was ultra-luxury; who better to represent that than Bruce Wayne, who has access to the best of everything,” says Oberschelp. “With our partner, Relevance, we conceived the Wayne Enterprises Experience, a first-of-its-kind ultra-luxury, shoppable and story-driven destination in New York City. The live experience took guests on an actor-guided tour of a luxurious, seven-story Manhattan safe house owned by Bruce Wayne, filled with high-tech, high-design, ultra-high-end products available for purchase. The experience started as a big idea, a ‘what if we could …’ and we made it happen. It’s just another example of the many ideas we dream up to bring fans their favorite characters.”

Experiences like this and virtual experiences such as gaming and immersive storytelling enhance fan engagement for the DC brand. They allow fans to enter a character’s world, creating a memorable moment in time.

“Experiences are a form of storytelling that allows fans to engage with a brand in a communal way,” says Oberschelp. “We have thousands of DC licensees across nearly every category who will offer fans a way to bring their favorite DC Super Hero home with them. But allowing fans to step into a character’s world is unique – it’s a personal thrill wrapped up in a community experience and brings engagement to another level.”

“They love the individual characters, share this passion with friends, and help us curate iconic products and experiences,” adds Roucoule.

Exclusive “Superman” T-shirt and “Superman” hat available at both Shop.DC.com and Shop.WarnerBros.co.uk

Local Strategies for Global Icons

The DC character and brand portfolio is a global icon, but one region has a particular connection to the legacy of heroes. The EMEA region has embraced DC characters with open arms, forming vibrant communities of fans with significant brand penetration. Batman is ranked No. 5, and Superman is No. 7 in terms of universal awareness, according to Roucoule, each boasting over 90% awareness across the region. Nearly 90 million people across EMEA claim to be Batman fans, with Superman following closely with 80 million. With a fan base of that size, WBDGCP is responsible for bringing the brand to life through consumer products and curating touch points for brands and characters that billions of people connect with personally. In short, approaching partnerships and product opportunities takes care and consideration.

“We have a responsibility to ensure whatever we do and how we engage with fans supports that level of love for the characters,” says Roucoule. “We take a deliberate approach to ensure that what we create, in terms of products or experiences, resonates with the community. They love sharing that love, and it’s precious for them.”

One of the ways DC connects with its fan base is through events like Batman Day. In the EMEA region, these local connection points are crucial. Last year, DC hosted a Batman-themed event in Piccadilly Circus, London, which was a huge success. Building on this, DC’s partners created the Batman Unmasked event in Manchester, with plans to move to London in the fall. These local touchpoints are essential in nurturing the connection between fans and the brand. In Paris, DC has been running an escape room for years, and the Batman in Concert series has been a fan favorite. The Batman 85 Years Exhibition also offers fans a deep dive into the character’s rich history.

“Most of us grew up with those characters,” says Roucoule. “Batman is this dark, complex character. Superman is a strong beacon of hope and justice. Both characters remain highly relevant and are mirrors of our society. These characters have something to offer that no other character can. We also see many parents passing that love to their families. I get a great sense of pride when I see children or adults wearing Batman or Superman T-shirts. You can show that love for your character without being overly branded. DC characters are unique in the sense that they each have a highly recognizable logo – the Bat symbol of Batman, the S-Shield of Superman – and we can have that as either prominent or discreet and subtly take up the clues that make the fandom excited.”

The consumer behavior toward DC products and franchises in EMEA is shaped by a sense of nostalgia and the timeless appeal of these characters. This deep connection to the characters often leads to parents passing their love for them to their children, creating a new generation of fans.

“Consumers celebrate their love of characters through products,” adds Roucoule. “We try to cater to everyone, as not everyone has the same budget, and DC is unique in that it offers a range of products – from entry-level to high-end – allowing fans to express their love for their characters in a way that suits them.”

Batman: Live in Concert

What’s Next for DC

The release of “Superman” marks an exciting milestone for a brand a decade away from 100. While this film is expected to introduce a fresh narrative, it stands as part of DC’s greater legacy that will continue resonating with long-time fans and new audiences.

“The DC brand is about so much more than any single character or storyline; it’s about bringing together all these amazing elements in ways that feel fresh, exciting and true to what makes DC special,” says Roucoule. “We’re thrilled to be part of this incredible moment for DC, and we can’t wait to see how fans respond.”

DC is committed to expanding the impact of its storytelling across comics, video games, television and cinema through innovative licensing opportunities and immersive experiences that cater to all fans, from entry-level enthusiasts to high-end collectors.

“We’ve been licensing DC Super Heroes and Super Villains for decades and will continue for many more,” says Oberschelp. “We’re excited about the new films and shows because they give renewed energy to the characters and have a halo effect across the entire brand. As we gear up for the new releases, we will work closely with licensees and retailers to ensure we have something for every fan on every budget. We want fans to have every opportunity to show their love for their favorites.”

Batman McFarlane figurine

With a strategic focus on fan engagement, regional adaptation and experiential marketing, DC is poised to continue captivating fans worldwide, ensuring the legacy of its iconic characters lives on for generations to come.

“We’re super excited about the new content,” adds Roucoule. “Knowing our characters are embedded in pop culture, we feel that energy from retailers and fans, and everyone is excited. It’s great to see that we can bring new fans in. The ‘Batwheels’ series, for example, is a preschool proposition that allows you to introduce younger children to the world of the DC characters. We’ve got a second season landing in September with product launches with partners like Mattel, which will launch during the summer. We’ve announced ‘Superman,’ ‘Supergirl’ and ‘Creature Commandos.’ That strong slate also gives licensees and retailers the security and knowledge that there is a strategy to last many years.”

With a robust slate of new content, product lines and an unwavering commitment to fan engagement, DC is not just preserving its rich legacy, but also shaping the future of global pop culture. Simply put, the next chapter for DC promises to be legendary.

This story was taken from the September 2024 issue of License Global. Read the full issue here …