Mattel Named Master Toy Licensee for DC Comics

BURBANK, July 2: In a new multiyear deal brokered by Warner
Bros. Consumer Products (WBCP), Mattel has been named the master toy licensee
for the complete DC Comics property portfolio, which includes classic
characters such as Superman and Batman.

Under the terms of this agreement, Mattel has secured the
rights to the existing DC Comics characters, animation and motion pictures. In
addition, the deal grants Mattel rights to roll out toys based on future DC Universe
film and animation projects that are developed and produced during the term of
the agreement. Mattel will support the DC Universe characters across all of its
key brands including Hot Wheels, Radica, Fisher-Price, Tyco and Mattel Games.
Financial terms of the relationship were not disclosed.

Mattel also plans to develop “DC Super Heroes” sections in
the toy aisle that are designed to attract a new generation of kids to the DC
Universe brand, as well as fuel collectors' and fans passion for these characters.
The DC Comics vault of characters includes more than a thousand DC Super Heroes
and Super Villains such as Superman, Batman, Wonder Woman, The Joker and The
Riddler. The agreement also grants Mattel access to characters such as The
Flash, Green Lantern, Aquaman, Shazam!, Green Arrow and Hawkman.

The new deal expands upon Mattel’s seven-year relationship
with WBCP. Mattel previously created and delivered a number of successful toy
lines for DC Comics, including action figures and vehicles for the 2005 release
of Batman Begins, toys for The
Batman animated series, along with a
collection of heroes and villains from the popular Justice League animated series and the Batman and Superman family
of DC Super Heroes action figure lines.

"Working closely with Mattel across a broad spectrum of
our characters will increase the variety available to our fans and collectors,
and help introduce the DC Universe to a new generation of toy buyers,” said
Paul Levitz, the president and publisher of DC Comics. “We look forward to
collaborating with their dedicated team to make toys as yet undreamed of into
playful reality.”