RUBIN & BREWER ON THE MATTEL DEAL AND DC DIRECT

**MattBrady** · 07-02-2007, 03:47 PM

On Friday, Mattel and DC jointly announced that the two companies had entered into a relationship which would see the toymaker have access to the entire library of DC Comics’ characters, from Adam Strange to Zatanna, and everyone inbetween. Previously, Mattel had been DC’s toy licensee for selected projects, such as figures for film tie-ins, as well as Justice League Unlimited and other relatively narrow lines.

Now, the doors are blown wide open for Mattel, and the company will be, according to the press release, looking to make toys and figures for both kids and collectors.

Thing is, DC already has a toymaker that makes action figures and other items for collectors – DC Direct.

What does this mean for DC’s in-house toyshop? We spoke with SVP Brand Management for DC Comics Cheryl Rubin and Georg Brewer, VP Design and DC Direct Creative to see what we could learn.

Newsarama: We've all seen the announcement . . . in short, what does this mean for DC toys in the mass market?

Cheryl Rubin: Fans of all ages will now be able to find a selection of action figures based on the broad DC Universe of characters at mass market retailers from Mattel.

NRAMA: That said, and with Mattel being handed the “keys to the kingdom” in a sense, will there be any effect in any way upon the DC Direct lines? With a mass market outlet for the "big guns", so to speak, does this free up DC Direct to focus on some of the other long-requested characters?

CR: DC Direct will continue to produce action figures and collectibles for our core fans and enthusiasts based on fan favorite artists designs and storylines. As always, we will continue to release a variety of characters in our products from the most popular to the most sought after. We are committed to continuing to provide comic book store and specialty retailers with the product and characters their customers want.

Georg Brewer: If you look over our history of figures we have tried to maintain a healthy balance of the widest spectrum of character choices, and more importantly artist interpretations. Creatively we will continue to bring to life those classic stories, moments and key characters for our collectors and retailers alike.

NRAMA: Previously, the understanding was that Mattel was able to do just the Superman and Batman family in the 6" DC Superheroes line; are we to assume now that the doors are wide open?

CR: Yes, the doors to the DC Universe library have been opened to Mattel with this announcement.

NRAMA: Given that Bandai has ceased production, does the Teen Titans license now reside at Mattel?

CR: Yes, all the characters from the DC Universe including the Justice League and Teen Titans characters are licensed to Mattel for toys.

NRAMA: Will there be any cooperative arrangements between DC Direct and Mattel in terms of sharing of sculpting talent, coordinating releases, etc?

GB: We have tremendous respect for the Four Horsemen and the style of interpretation they have brought to the DC Universe line of figures. While we will not be sharing talent, this does creates a nice balance to our focus on interpreting classic comic art styles in plastic; and give the fans the widest array of choices for the world's greatest heroes.

NRAMA: In the press release, it is mentioned that Mattel will work to create "DC Superheroes" sections in the toy aisles. Is this more of a conceptual statement, or does this belie a plan to help brand specific sections as "DC sections"?

CR: The goal is to create DC destinations in the toy aisles, bringing together all the DC based lines from Mattel. How cool is that?

NRAMA: A question on availability: the two latest waves of Justice League Unlimited three-packs seemed to have smaller distribution than previous waves. Similarly, some people have reported that the DC Superheroes waves have been more scarce in their areas. Will this new deal result in a bolstering of the number of products shipped from Mattel?

CR: With the establishment of DC destinations in the toy aisle, and the excitement the section will bring to the mass retailers, there will be an ongoing rollout of product for fans of all ages.

NRAMA: Does this impact video game licensing in any way?

CR: Should the opportunity arise to make action figures based on how the characters appear in a video game, Mattel has the rights to do so.

NRAMA: Clearly, action figures are the first thing that we're all considering, but will this bear fruit in terms of DC-branded Hot Wheels lines and a more extensive working with the Barbie tie-ins?

CR: Absolutely – we are working closely with the Hot Wheels team as well on DC branded product. We will also continue to work with the Barbie team on products that make sense.

NRAMA: There is a clear distinction in the press release between "kids" and "collectors" lines. Is that to say that the JLU is considered the kids line and that the 6" line is considered the collectors line, or does that mean that there will be yet another high-end line created for collectors (similar to Mattel's Premium Sculpt Naruto figures)?

CR: The JLU line has both mom and kid appeal since it is such a great value as well as collector appeal due to the depth of characters. The Batman animated line is more kid targeted and the 6” line while more collector focused, is also kid friendly. DC will be working with Mattel to develop new formats and release new characters that continue to appeal to both kids and collectors.

NRAMA: Will we see any product based around the new deal at San Diego, or will we need to wait until Toy Fair for any big announcements?

CR: Come by the Mattel booth and see!

dreddtrw · 07-02-2007, 03:54 PM

This is great!!! More DC toys!

OM · 07-02-2007, 03:54 PM

...Second post!

Quote:

CR: Come by the Mattel booth and see!

...Read: Abandon All Hope, All Ye Who Enter!

tralfaz · 07-02-2007, 03:55 PM

hmmmm, interesting. Maybe we will get better variety in each wave of DC hero figures after all

Nate28 · 07-02-2007, 04:04 PM

Bah who cares about the toys.

I want to see busts and statues of all characters from DC. I am so sick of walking into my comic shop week after week and just seeing Wonder Woman, batman and superman statues and busts.

There is so many other characters out there i would love to see. Just look at Bowen Designs for marvel, hes pumping out all kinds of obscure characters from the marvel universe for all kinds of fans out there.

Sorry to say, but when new readers come into comics and walk into a comic store which carries all kinds of statues & busts. It stands out so much in glass classes, that all you really see if marvel characters and the big three from DC.

DC get your arshes in gear and produce some statues and busts!!

Anubis82169 · 07-02-2007, 04:10 PM

DC Direct will continue to produce action figures and collectibles for our core fans and enthusiasts based on fan favorite artists designs and storylines > "Oh really? Because I'm still WAITING for DCD to actually do that.

Ye Olde Iowa · 07-02-2007, 04:12 PM

I'm really hesitant to see this as a good thing. While it will be nice to get DC action figures at an affordable price ($7-$10) as opposed to the DC Direct prices ($15-$18), the quality of the Mattel figures have been a joke and I haven't been to any retail store that they have sold well in (meanwhile, major characters in the Marvel Legends line sell like hot cakes and more obscure characters seem to sell decently as well). I suppose this is going to be a "wait and see" situation for me, but Mattel's track record does not sit well with me.

johnturned51 · 07-02-2007, 04:31 PM

How well will this go over since the majority of kids have no idea who the majority of DC characters are. Without any kind of movie presence, will kids want these?

s*p rules · 07-02-2007, 04:31 PM

I really hope this means that the JLU figures will be easier to find. Now if only the idiots who decided to cancel the best superhero cartoon ever can at least be pursuaded to produce a couple of movies...

PhoenixFacto · 07-02-2007, 04:43 PM

Now i cant finally have the wonder woman to go with my DC Superhero batman and superman.

Jomma · 07-02-2007, 04:55 PM

You betcha! I will in SD for comic con and can't wait to see it live.

If Mattel makes a Jonah Hex action figure before DC Direct....I'm gonna be pissed.

Jor-L · 07-02-2007, 04:56 PM

So either this English teacher lacks reading comprehension skills (and it is possible) or the question was never actually answered. Does this mean that Mattel will be handling some characters exclusively while DCD will not be handling them at all? Anyone who can point out my inability to read is welcome to do so if it helps answer my question.

Haterade · 07-02-2007, 05:08 PM

DARKSEID'S CENSORS took down my LAST POST... But I STILL think now that DC DIRECT has some COMPETITION from MATTEL for our ACTION FIGURE DOLLAR, maybe we can get some IN-SCALE, CLASSIC CHARACTERS from DC'S DIVERSE UNIVERSE OF CHARACTERS! Instead of MIND-NUMBING WAVE AFTER WAVE of MODERN AGE SUPERWONDERBAT! Perhaps Mattel's figures WON'T BREAK when you move a LIMB!

KaijubotX · 07-02-2007, 05:08 PM

Those answers all read like they came straight from a press release. No specific info. Tell ya what, Mattel or DC Direct, whoever first makes the rest of the obscure Jutice Leaguers in a 6" format (Rocket Red, Fire, Ice, Blue Devil, Zauriel, etc.) will get my $$$.

nyhardcore · 07-02-2007, 05:09 PM

Good move for Mattel. Too bad they the company is run by morons. I'm stilled pissed about the way they handled the newer Masters of The Universe toy line.

Saintv1 · 07-02-2007, 05:24 PM

Lame. Mattel blows.

BamaRainbow · 07-02-2007, 05:45 PM

Quote:

Originally Posted by Nate28

Bah who cares about the toys.

I want to see busts and statues of all characters from DC. I am so sick of walking into my comic shop week after week and just seeing Wonder Woman, batman and superman statues and busts.

There is so many other characters out there i would love to see. Just look at Bowen Designs for marvel, hes pumping out all kinds of obscure characters from the marvel universe for all kinds of fans out there.

Sorry to say, but when new readers come into comics and walk into a comic store which carries all kinds of statues & busts. It stands out so much in glass classes, that all you really see if marvel characters and the big three from DC.

DC get your arshes in gear and produce some statues and busts!!

Yeah, cause no one's EVER seen a statue of Sandman/Dream (in spite of my owning TWO different makes) or Death (in spite of my owning one) or Catwoman (in spite of my owning two). Nor has DC EVER marketed a Green Lantern or Shazam or Flash statue. Nor has DC EVER marketed busts of Black Canary or Big Barda or Power Girl.
I'm actually happier with DC's marketing of their statues and busts. I simply can't afford all the Marvel characters I want because Marvel insists on producing so many (often in multiple varieties) every month--the new Marvel Previews has a $45 Thor mini-head bust, a $55 Spider-Man action bust, a $150 Sue Storm statue (which looks absolutely stick-figurish IMO), a $125 Zombie Wolverine statue, and a 250 Kotobukiya Spider-Man/Venom statue; on top of THOSE, Diamond is also offering a $199 Daredevil statue and a $45 Doctor Doom bust. I would like to buy more statues, but I don't see why I should have to choose between a $180 "Regular" She-Hulk and a $185 "Fantastic Four" She-Hulk--both offered in last month's Previews. Also in last month's Previews, we had ANOTHER Phoenix/Jean Grey statue--which looked just like the one offered about 5 or 6 years ago (which included a "water" base for the Phoenix and a "fire" base for the Dark Phoenix version). About a year ago, I placed an order for the Ka-Zar bust; that was cancelled and replaced with a slightly-higher priced Ka-Zar and Zabu bust (I guess Marvel was worried that the fanboys wouldn't go for a bust of a barechested man by himself), but I didn't really want Zabu (that would've been better for a full statue or action figure set). I would have loved to get that absolutely gorgeous Dracula statue (based on the Gene Colan Dracula design) but it just cost too much given I'd already ordered another "must-have" statue the month before.
It really sounds to me like it may be your comics shop owner not ordering any DC statues and busts other than the "Big 3" because DC IS producing others. It's either that, or you're just not looking for any.
For the record, I do own a few Marvel character statues and busts. I have the Invisible Woman "invisible" variant, the Weapon X Wolverine bust, and the Ultimate X-Men Storm. But most of the Marvel statues produced just don't interest me and, far too often, the ones that DO interest me are either offered at the wrong time (as with the Dracula statue) or have unnecessary variants (as with the She-Hulk and Captain Marvel statues) or I just don't feel like supporting Marvel at that time (as with the Spider-Woman statue from the "New Avengers" cover--the statue itself was pretty dull anyway and certainly NOT worth the cost to me).

Haterade · 07-02-2007, 05:46 PM

Cheryl Rubin: Fans of all ages will now be able to find a selection of action figures based on the broad DC Universe of characters at mass market retailers from Mattel...

That's good to hear.

Because from January through March of 2008 we're getting from DC Direct:

4 DIFFERENT MODERN AGE BATMAN FIGURES
3 SUPERMAN FIGURES
23 VARIATIONS OF CHARACTERS THAT HAVE BEEN PRODUCED BEFORE BY DC DIRECT

2 NEW DC Direct FIGURES (McGuinness Specific Mxyzptlk and Dr. Impossible)

And that's in 3 short months! Diversity? Would love to see some!

Can you believe we have Baron Zemo and Baron Strucker and frickin' JIGSAW from Toy Biz? Or that Bi-Beast, Moleman, Northstar, Doc Samson, and Valkyrie are coming from Hasbro?

Or that Toy Biz put out a classic Luke Cage in yellow shirt, as opposed to the 5-seconds old "Street Thug" version?

But not DC Direct! When we DO get a second-tier character like BLACK LIGHTNING, do we get him in the classic costume he wore for nearly 40 years-- the one most hardcore and casual fans recognize? NO! We get the shaved head, outfit he's worn for 5 seconds version.

Excelsior! · 07-02-2007, 05:58 PM

I think this is just more of what's already going on with Mattel's DC Superheroes line - Mattel's stuff is geared more towards the toy shops, Wal-Mart and what-have-you, while DC Direct is more for the collectors, with artist-styled figures and really obscure stuff that just wouldn't sell to the average consumer. It's a win/win situation - Mattel's stuff has great poseability, accessories and suchlike, and is much easier to find, yet DC Direct covers things like Alex Ross/Ed McGuiness stuff and random Elseworlds things, with minimal/hidden articulation to look better as display pieces. It's like they say - variety is the spice of life/vive la difference/etc. - it's all good!

Course, I'm going to have to start selling my organs on eBay to cover all this stuff - that Supernova figure ain't gonna pay for itself...

Haterade · 07-02-2007, 05:58 PM

GB: this does creates a nice balance to our focus on interpreting classic comic art styles in plastic; and give the fans the widest array of choices for the world's greatest heroes.

Classic? Don't they mean MODERN comic art styles?

Otherwise-- where's my NEAL ADAMS or JIM APARO Batman wave?

My JACK KIRBY NEW GODS?

Where are the FLASH ROGUES in GENERAL?

Can we get a CLASSIC VILLAIN? Or just the MODERN AGE recent ones...

And when we DO get a classic version, like Perez CRISIS BATMAN, it's out of scale (TOWERS over Superman from the same CRISIS line of figures) and has the wrong chest emblem:

http://i124.photobucket.com/albums/p...r/100_9507.jpg

http://i124.photobucket.com/albums/p...r/100_9491.jpg

http://i124.photobucket.com/albums/p...r/100_9500.jpg

http://i124.photobucket.com/albums/p...r/100_9491.jpg

Jerry Smith · 07-02-2007, 06:04 PM

It's funny--DC Direct used to do a wide variety of characters but they couldn't do Batman or Superman. Now it's come full circle, where they specialize in Batman and Superman and have handed the control of all other characters to an outside company. Maybe Mattel will actually do some long requested fan favorites (such as the Creeper) or finish the Legion of Super-Heroes.

Paradise Bar · 07-02-2007, 06:07 PM

I'm glad that Mattel will have more freedom to pick and choose among the DCU, though like as not we're going to see a lot of JLA (or "Big 7" if you prefer) from them. I can live with that, as long as there's the possibility of more supporting characters and rogues. I've collected just about every DCSH figure released so far, barring Superman variants, and I think the quality is generally good for the price.

The bad news I read in this interview can be summarized by a quote from Cheryl:

"DC Direct will continue to produce action figures and collectibles for our core fans and enthusiasts based on fan favorite artists designs and storylines."

I read that to mean more unnecessary MA artist variants, and figures based on off-continuity one-shots and Elseworlds-type books. And that sucks. The level of detail on the average DCD obviously blows Mattel out of the water, but who the hell needs a Zatanna who's a dead ringer for Alex Ross' wife? I'm sure DCD makes money off the endless artist-inspired merchandise, but for this collector it's a deal-killer just about every time. I went from buying every single DCD action figure release a year to buying fewer than twenty a year, largely because I detest all these artistic "re-imaginings."

Fans like to team-build, and they like to universe-build too, when it's possible. Year after year, DCD solicits a piece or two from one team, and then promptly drops the line, or the era it represents. Never-done-before-by-DCD characters wind up in artist lines that are seldom faithful to truly "classic" styling. With Mattel to pick up the slack and the stated aim (the quote above), I see DCD succumbing to the worst of their current excesses.

rpi · 07-02-2007, 06:19 PM

The only figures I get from DCD anymore are the McG figures. They're probably the most stable, durable figures the company has put out and I do love the style. Otherwise, I'm tired of seeing figures pop in half after falling 1 foot to a carpeted floor. I'm tired of figures falling over when it gets over 50 degrees and then having their knees dislocate. I'm tired of seeing a Hawkman that's bigger than J'onn J'onzz and a Batman that's smaller than Nightwing in the same line (and that's the best line they've made).
Mattel, on the other hand, has only been getting better with the quality of their figures...when I can find them. I'm hoping I don't miss out on the new Batgirl, Two-Face, and Batman. The sculpts are fantastic and their articulation is immaculate. These days, Mattel's figures look better, have better articulation, are more durable, and cost half the price. No contest.

Anubis82169 · 07-02-2007, 06:37 PM

Quote:

Originally Posted by Haterade

Cheryl Rubin: Fans of all ages will now be able to find a selection of action figures based on the broad DC Universe of characters at mass market retailers from Mattel...

That's good to hear.

Because from January through March of 2008 we're getting from DC Direct:

4 DIFFERENT MODERN AGE BATMAN FIGURES
3 SUPERMAN FIGURES
23 VARIATIONS OF CHARACTERS THAT HAVE BEEN PRODUCED BEFORE BY DC DIRECT

2 NEW DC Direct FIGURES (McGuinness Specific Mxyzptlk and Dr. Impossible)

And that's in 3 short months! Diversity? Would love to see some!

Can you believe we have Baron Zemo and Baron Strucker and frickin' JIGSAW from Toy Biz? Or that Bi-Beast, Moleman, Northstar, Doc Samson, and Valkyrie are coming from Hasbro?

Or that Toy Biz put out a classic Luke Cage in yellow shirt, as opposed to the 5-seconds old "Street Thug" version?

But not DC Direct! When we DO get a second-tier character like BLACK LIGHTNING, do we get him in the classic costume he wore for nearly 40 years-- the one most hardcore and casual fans recognize? NO! We get the shaved head, outfit he's worn for 5 seconds version.

'Nuff Said!!!

DanteHicks1972 · 07-02-2007, 07:06 PM

[quote=Anubis82169][i]DC Direct will continue to produce action figures and collectibles for our core fans and enthusiasts based on fan favorite artists designs and storylines[quote]

Sounds to me like Mattel's going to be kinda bland and not really creative with their figures. I really like the Kingdom Come series and a few other series I don't really care for "Walmart" type stuff.....