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Mattel grabs key Warner Bros. properties

By Staff -- Gifts and Dec, 7/10/2002 11:40:00 AM

BURBANK, Calif. — Warner Bros. Consumer Products has awarded the master toy rights for Looney Tunes and four other of its franchise properties to Mattel.

In a four-year deal, Mattel has been granted global rights (except Asia) for Looney Tunes, Baby Looney Tunes, Batman, Superman and Justice League, the multi-superhero television series. The rights include those for any additional related theatrical releases or television programs produced during the period of the agreement.

Mattel plans to produce toys in categories such as vehicles, action figures, playsets, plush, games, puzzles, dolls, and adult collectibles.

The agreement expands a partnership between the two companies most recently based around J.K. Rowling's Harry Potter books. "We are pleased to extend our relationship to a number of other great Warner Bros. franchises," said Matt Bousquette, president of the toy company's entertainment division, adding that the WB properties in this latest deal boast "long-term brand potential, global appeal and broad demographic interest."

Starting this fall, several of the Mattel-licensed Warner Bros. properties will get an awareness boost through the likes of new Looney Tunes theatrical shorts, a new Baby Looney Tunes animated series, and in November 2003 a Looney Tunes feature film, Back In Action. In 2004, a Batman vs. Superman film is also tentatively scheduled for release by Warner Bros., according to film industry trade paper Variety.

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