Retailers steel themselves for Superman reboot

Retailers are poised to benefit from the June 14 release of The Man of Steel and the extensive licensing activity connected to the latest Superman reboot. Warner Bros. Consumer Products has launched a broad, multi-category licensing program with a variety of global licensees to support the highly anticipated film.

Global toy licensee Mattel has unveiled a toy line which includes action figures, vehicles, play sets and collectible figures, highlighted by the fan-favorite and much-anticipated Movie Masters line, which features action figures that are supposed to bear a remarkable likeness to the film's characters. Mattel will also introduce Man of Steel QuickShots, which the company states incorporates elements of flight and strength into the toy.

Global licensees such as Lego, with construction sets inspired by scenes from the film, and Rubie’s Costume Co., with a new line of Man of Steel-inspired costumes and accessories for both kid and adult fans, are also supporting the film.

“With a superhero as iconic and beloved as Superman, it is no surprise that fans worldwide are excited for Zack Snyder’s new vision of this classic story,” said Brad Globe, president, Warner Bros. Consumer Products. “We are thrilled to be a part of the phenomenon as we work closely with our licensees to offer fans a variety of products that bring Man of Steel to the world beyond the big screen.”

Additional toys, games and collectibles licensees benefiting from the film's release include Thinkway Toys, with a full role-play line and interactive figures; Jakks Pacific, with a 31-inch collectible Superman figure and Cardinal Industries, with games and puzzles.

Sideshow Collectibles are offering statues, the Noble Collection are offering prop replicas, Neca are offering an 18-inch articulated figure; Funko are offering stylized plush and vinyl figures and Kotobukiya and SquareEnix are offering "high-end creations."

The roster of licensees includes a number of categories, ranging from apparel and accessories, to stationery and publishing. Perennial partner Bioworld is offering a line of Man of Steel-inspired apparel and accessories, utilizing a number of graphics and icons; high-end T-shirt label Kinetix is offering S-Shield T-shirts; New Era Cap Company is offering a range of hats; and Under Armour is offering high-end sportswear.

Man of Steel, a production of Warner Bros, is directed by Zack Snyder and produced by Charles Roven, Christopher Nolan, Emma Thomas and Deborah Snyder. The film opens June 14.