Warner lays down three-year superhero plan

By Lewis Tyler

June 8th 2011 at 10:52AM
Warner lays down three-year superhero plan

The DC Comics line-up includes new Batman and Superman films, Green Lantern and a world arena tour for Batman Live.

Warner Bros Consumer Products’ 36-month calendar will see the licensor invest "significant resource" in its superhero properties.

The Green Lantern campaign starts with the movie release on June 17th and aims to bring the hero up to the level of Superman and Batman.

Partnerships include Mattel as master toy and a deal with PepsiCo in Italy which will see the Green Lantern appear on bottles of Pepsi Boom. The Warner Home Video animated film, Green Lantern: Emerald Knights, will carry promotional inserts to benefit licensees, and fans will be able to further immerse themselves in the brand with the Green Lantern Rise of the Man Hunters video game.

Bruno Schwobthaler, SVP sales and business development for WBCP EMEA: "We're taking a franchise approach to the brand and investing in original animation targeting children. 

"This will ensure that the brand has something to offer super hero fans of all ages, lives beyond a single movie release and claims its position alongside super heroes such as Batman and Superman."

Ahead of the release of The Dark Knight Rises next year, WBCP will focus on the property at the International Licensing at Las Vegas on June 14 to 16th.

Batman Live opens in Manchester on July 19th and will tour the UK until October before heading into Europe.  

All the while, the DC heroes and licensees should receive a boost from a reboot of the graphic novel line.

Schwobthaler revealed: “Over the next 3 years there will be no escaping from the DC Universe as we deliver on our commitment to produce new content.

"We will be investing significant resource in further developing the iconic Batman and Superman franchises whilst also strategically introducing some of the other key characters from the huge and largely untapped DC portfolio starting with Green Lantern.”