Partners include Mattel, LEGO, Rubie's, HarperCollins, Pyramid, Danilo among others.

Warner Bros. unveils Man of Steel licensing plans

With the hotly tipped movie hitting UK cinemas today (June 14th), Warner Bros. Consumer Products has taken the wraps off its licensing programme for Man of Steel.

WBCP UK has teamed up with an array of licensees for a broad, multi category licensing programme – ranging from toys, apparel and accessories, through to publishing, gift and stationery.

Global master toy partner Mattel leads the category, with its line including action figures, vehicles, play-sets and collectable figures. LEGO will be rolling out construction sets based on memorable scenes from the film, while Rubie’s has new Man of Steel inspired costumes and accessories.

Other licensees in the toy category include Thinkway Toys, Jakks Pacific, Sambro, The Noble Collection and Jumbo.

Meanwhile, in apparel, High Street retailers including French Connection and Primark are launching collections. Licensing deals have also been signed with Fabric Flavours, Global, TV Mania, Aykroyds & Sons, TDP, Somerbond, Smith & Brooks, Drew Pearson and Arnold Wills.

Publishing is led by HarperCollins which has a range of movie books, while Titan Books has the official film novelisation.

Half Moon Bay has the gift category covered with a range based on classic Superman, while Spearmark has signed up for licensed homewares. Paper products will also be a key sales driver, with Pyramid 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 for posters, stickers and badges.

"Man of Steel is an action packed epic worthy of one of the world’s most iconic super heroes," said Paul Bufton, general manager at WBCP UK. "Widely tipped to be the blockbuster of the summer, the movie will serve to further enhance the popularity of Superman consumer products and the extraordinary power of the franchise."

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