Warner Bros. Unveils Toy Strategy

As License! Global will reveal in its exclusive Warner Bros. Consumer Products cover feature for our soon-to-be released January/February issue, WBCP has unveiled this year's line-up of toys to support its entertainment properties, including The Dark Knight Rises and The Hobbit: An Unexpected Journey.

"With rich franchise films, DC Comics super hero shows, and other character animation, now more than ever we have a really solid and diverse portfolio of content and we are excited about building the consumer products business," says Karen McTier, executive vice president of domestic licensing and worldwide marketing, WBCP. "The company is a well-oiled machine with a very stable executive staff and we are very much in sync across all divisions sharing the same goals and priorities. We are marching in the same direction and we recognize that when we work together and partner together we can be a lot stronger."

McTier and Kelly Gilmore, senior vice president, global toys and themed entertainment, feature on the cover of License! Global and explain in more depth WBCP's strategy for its dynamic upcoming theatrical releases and television content.

Master toy partner Mattel is leading the charge with an extensive collection for The Dark Knight Rises with action figures, vehicles, play sets, collectible figures, the Batman Power Attack line, Fisher-Price’s range of DC Super Friends Imaginext toy line and a Movie Masters line for older fans and collectors with high accuracy and character detail. Additional partners for The Dark Knight Rises include Funko for plush and vinyl collection; Mezco for detailed vinyl figures; and Hornby Hobbies for a Scalextric limited edition Batman Tumbler vehicle.

WBCP will build on its partnership with LEGO with new product offerings for the entire DC Universe Super Heroes line including construction sets, mini-figures and buildable characters. Additional DC Super Friends partners include Wonder Forge for preschool games; Sideshow Collectibles for premium collectibles, art prints and articulated figures; and Rubie's Costume for costume products.

WBCP has also developed a robust program for The Hobbit: An Unexpected Journey (December 2012) and The Hobbit: There and Back Again (December 2013).

Master toy partners The Bridge Direct and Vivid Group will develop various toys to support the releases; LEGO will make construction sets; Games Workshop will produce tabletop hobby war games; Ravensburger will create 2D and 3D puzzles and card games; and WETA Workshop will make prop replicas and collectibles.

This year's Looney Tunes licensing program features Lansay for plush and Rubie's Costumes for costumes.

Scooby-Doo's global master toy partner Character Group will make figures, plush toys, vehicles and play sets; Pressman Toy will produce games; NKOK will make R/C motorized vehicles; and Lansay will make a flashing remote control car.

ThunderCats toy partner Bandai America is planning a comprehensive toy line.