Merchandise Licensing 

Hectic full-scale licensing and merchandising programming before Justice League hits the screen

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Though the release of Justice League is four months away, the world will still be able to rely on the Justice League, thanks to a full-scale licensing and merchandising programme for the movie courtesy of DC Entertainment and Warner Bros. Consumer Products (WBCP).

WBCP has partnered with toy manufacturers like Mattel, The Lego Group, Rubie’s Costumes, Funko, Jakks Pacific, Hot Toys, Kotobukiya, Bioworld, Under Armour and Converse, as well as a retailer lineup that includes Walmart, Target, Toys ‘R’ Us, Amazon, GAP, Hot Topic and Party City for a rollout of Justice League merchandise and products that spans toys, collectibles, apparel, home decor and accessories.

In addition to the Ultimate Justice League Batmobile that was launched at San Diego Comic-Con last month, Mattel will release action figures of the main characters from the movie as part of its popular DC Multiverse line while Lego will release a number of construction sets allowing fans the chance to rebuild their favourite movie moments and Funko will release vinyl versions of the Alien: Covenant

Arrangements have been so made that those who want to share their allegiance to the League on their bodies will find all manner of clothing available to help them do so, with a collection inspired by the movie available from GAP alongside athletic wear from Under Armour, Converse footwear and New Era headwear; in other verticals, Hallmark, American Greetings, Trends International and The Northwest Company are just some of the companies partnering with WBCP for JLgreetings, ornaments, home textiles, pillows, party goods and posters.

In addition to the ongoing Justice League comic book source material, WBCP has also partnered with Titan Books, Insight Editions, Centum and Panini for a range of published material, including a behind-the-scenes Making Of book tied into the movie.

WBCP’s partnerships for the movie are international, with a number of key retailers in different markets offering exclusive material. (The highlight of which may be the Bimbo Bakeries partnership in the Latin American market, for Justice League bread, pastry and confectionary.) In China, China CITIC Bank will release Justice League-themed credit cards, while Europe will see life-size sculptures of the team, courtesy of Muller and Muckle.

In a statement, WBCP president Pam Lifford said, “The most celebrated DC Super Heroes are uniting on the big screen for the first time ever in what is a truly epic entertainment experience.

We are eager to expand the fan experience by fully immersing them in all things Justice League. With a multi-faceted programme featuring the highest-quality product, WBCP is delivering fans what they want to help get in on the action as they Join the League,” he added.

Justice League opens in theaters on November  17.


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