Mattel has reclaimed the rights to produce action figures and collectibles based on DC characters such as Superman. This landmark agreement will take effect in the second half of 2026, marking a significant return for the toy giant to the superhero market.
“It’s a huge deal. You’re dealing with some of the greatest superheroes and some of the best action figure potential in the industry, and we’re incredibly excited by that,” said PJ Lewis, Mattel’s senior vice president and global head of action figures and Fisher-Price Entertainment.
Mattel previously held the global licensing rights for DC action figures but lost them about six years ago to rivals Spin Master and McFarlane Toys. While the company was still allowed to produce DC-themed toys aimed at girls and preschoolers, the broader action figure and collectible rights were no longer under its control—until now.
Nick Karamanos, Mattel’s senior vice president of entertainment partnerships, emphasized the significance of the renewed partnership. “This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages,” he said in a statement.
The timing of this announcement coincides with a revitalization of the DC cinematic universe, as filmmakers are actively developing new films featuring iconic characters. Upcoming DC movies include James Gunn’s “Superman,” “Supergirl: Woman of Tomorrow,” “Clayface,” and “The Batman Part II.” These releases are expected to generate heightened interest in DC merchandise, setting the stage for Mattel’s return to the action figure market.
With this strategic move, Mattel aims to reestablish itself as a dominant force in the superhero toy industry, leveraging decades of expertise and a deep connection with DC’s legendary roster of heroes and villains. Collectors and fans alike can anticipate a fresh wave of high-quality figures and collectibles that celebrate the rich legacy of DC Comics.
Source: LATimes.com
