Asia not in Mattel deal to bring Warner's toon characters to life

Warner Bros. Worldwide Consumer Products and Mattel have announced a comprehensive, multi-year agreement that grants Mattel the master toy licenses for several of Warner Bros' core franchises including Looney Tunes, Baby Looney Tunes, Batman, Superman, and Justice League.

The agreements cover all global territories except Asia and include the rights to any related theatrical releases or television programmes that are produced during the period of the deal. Through the alliance, Warner Bros hopes to take advantage of the creativity and quality of the products Mattel produces across all key toy categories and demographics. Mattel partnered with Warner earlier when the company was awarded the much-coveted master toy licensing agreement for Harry Potter, the character from J.K. Rowling's books.

Under the terms of the new multi-year agreement, Mattel will develop and market products such as vehicles, action figures, playsets, games, puzzles, dolls, adult collectibles and other categories based on Looney Tunes, Baby Looney Tunes, Batman, Superman and Justice League. A new Looney Tunes film, Back in Action is set to hit theatres next year. In addition, new Looney Tunes theatrical shorts and Baby Looney Tunes animated series are set to debut later this year.


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