Mattel to welcome back DC with multi-year deal starting in 2026

It’s deja vu all over again, as toy giant Mattel has revealed a new multi-year deal with DC for action figures, playsets, and more.

We know what you’re thinking

We’re not psychic or anything, but we’ll go out on a limb and say that you likely have the same things running through your head that we do. So if you were more than a little confused by what’s just been announced today, you’re in at least somewhat decent company.

It wasn’t that long ago, in 2020, that DC moved its master toy license from Mattel to McFarlane Toys. The latter company has been rolling with DC’s various superheroes and villains since. But if you’ve been enjoying what McFarlane has been cranking out, get ready for a sea change.

That’s because the news broke just a short time ago that Mattel would be back in action in the DCU, starting in mid-2026.

“It is an incredibly proud milestone to welcome DC back to Mattel. We look forward to leveraging our Mattel Playbook approach to brand management, product design, and innovation to bring DC’s popular characters to life across all channels. This renewed partnership will reflect our shared passion for engaging and inspiring fans and collectors of all ages.” 

Nick Karamanos, Senior Vice President of Entertainment Partnerships at Mattel

A universe of play (and collecting)

If that sounds like the new license is going to run deep, then you have the right idea. Mattel is saying that it now has “global licensing rights”, meaning that the company will once again be the official home of DC toys. Though we haven’t heard anything, we presume that leaves McFarlane out in the cold, and possibly Spinmaster as well. If you’re unaware, the latter company has been operating in addition to McFarlane. The aim has been fairly different however, as Spinmaster has been producing smaller-scale and more kid-targeted DC figures and vehicles.

Whichever way all of the above shakes out though, Mattel will be producing a wide array of DC figures and more. The new agreement runs the gamut in terms of content that the industry giant will be able to draw from, with “all DC stories and characters including Batman, Superman, Wonder Woman, The Joker, Harley Quinn, and many more” on the table. Mattel adds that, when the license kicks off in the “second half of 2026”, fans can look for it to include “DC-themed action figures, playsets, accessories, role play products, and adult collectibles”.

So with that, it certainly sounds like there’ll be quite a bit in the offing. We have our own hopes for what’ll be coming up, including a return to a 6″ scale, a more “Marvel Legends”-like approach to sculpting and articulation, and periodic vehicles. Whatever is on the way though, we can’t wait to see what 2026 has in store.

“Warner Bros. Discovery’s new agreement with Mattel arrives as DC kicks off an exciting new chapter in 2025. Our collaboration with Mattel will lead to all-new offerings celebrating DC’s rich legacy and future storytelling across publishing, animation, TV, and film. Every story and character, from Batman, Superman and Wonder Woman’s heroics to The Joker and Harley Quinn’s troublemaking, are prime inspiration for a new partnership that combines the power of Mattel and the global appeal of DC.”

Robert Oberschelp, Head of Warner Bros. Discovery Global Consumer Products