WBCP UK has teamed up with a slate of licensees for a multi-category licensing programme, from toys, apparel and accessories through to publishing, gift and stationery.
Global master toy licensee Mattel leads the toy category with action figures, vehicles, playsets and collectable figures. Also supporting Man of Steel are global licensees such as Lego with construction sets and Rubie’s Costume Co. with a new line of Man of Steel-inspired costumes and accessories. Additional toys, games, and collectables partners include Thinkway Toys with a full role-play line, interactive figure and other toys, Jakks Pacific with a 31-inch collectable figure, Sambro with puzzles and bikes, and The Noble Collection with its range of authentic movie prop replicas which will be launched under the Sideshow Collectibles banner.
In homage to Superman’s comic book roots, publishing is a strong category lead by HarperCollins range of movie books and Titan Books official film novelisation. Half Moon Bay has the gift category covered with a range based on classic Superman and Spearmark have signed up for licensed homewares. Paper products are going to be a key sales driver with Pyramid, who is celebrating 10 years as a WBCP UK licensee this year, launching a range of posters and Back to School stationery. Danilo is on board for calendars, Hallmark for classic Superman greetings cards, and GB Eye who completes the programme with posters, stickers and badges.
An unprecedented level of retail support at grocers, high street stores, specialists and online retailers will ensure that the Man of Steel consumer products programme is the Super Hero success story of the Summer.
To enhance the brand’s presence across retail, the perennial Superman merchandise will continue to offer a product lines for kids of all ages and collectables for fans.
If you would like to receive the latest toy trade news straight to your inbox, please enter your email address in the subscribe box above; you can also follow Toy World on Twitter and Facebook and request a print subscription here.