Licensing News

Exclusive – The year of the Bat

Published on: May 14th, 2019

Toy World spoke to Rachel Wakley, general manager, Warner Bros., about Batman, one of the company’s most successful and enduring franchises. 

This year marks the 80th anniversary of the iconic superhero Batman, who remains just as relevant and relatable today as he was when he was created eight decades ago.

“No other superhero character is so ingrained in pop culture as Batman, with unparalleled global influence in publishing, film, TV, video games, consumer products, experiences and theme park attractions,” explains Rachel, when asked how Batman has stood the test of time. “2019 is Batman’s 80th anniversary, creating a unique opportunity to celebrate 80 years of The Dark Knight and inviting Batman’s fans to connect and share their love for the No.1 global super hero. We have also recently heard that Batman will be the first character ever inducted into the San Diego Comic-Con Museum Hall of Fame, so 2019 really is turning into a very memorable anniversary for Batman.”

For retailers, Batman’s anniversary year promises plenty of opportunities to get on board with licensed products to tempt fans of the Dark Knight. Rachel says: “There are new product offerings from several of our key partners that are really exciting. There is a new range from Lego; some very cool new iterations from Funko, as well as both the classic fan & childrens’ favourites from Mattel’s Imaginext and Batman Missions ranges. We’re also excited to be partnering with the charity ‘Jeans for Genes’.  As part of this partnership, we have exclusively designed Batman and Batgirl fashion inspired t-shirts, for both adults and children. These launch in June and will be available to buy right through to Jeans for Genes day on 20th September.”

Long Live the Bat, an integrated cross studio plan to highlight and deliver new product, content and experiences to fans across the UK, will raise awareness of this landmark year.

To read the full brand profile, which was published in the May 2019 Licensing World supplement, click here.

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