Monday, August 11, 2008
Have you seen the new 3/34 figure line?
From playthings, Move over Batman—it’s time to share the spotlight with a legion of new superhero (and super villain) figures in 2008, as Mattel significantly expands its partnership with Warner Bros. and DC Comics to include all of the more than 3,000 additional characters in the DC Universe.
Mattel has been producing action figures and toys based on Superman and Batman since 2003; this new deal, which lets the El Segundo, Calif.-based toy maker court both adult action figure collectors as well as kids, now means many additional comic book characters will soon be hitting toy store shelves for the first time ever.
"The Mattel team is extremely excited about the entire DC collection," Scott Neitlich, Mattel’s associate brand manager for the DC Universe, tells Playthings. "The many different heroes and villains present a wonderful opportunity to add a variety of new and favorite characters to our new DC Universe Classics (DCU Classics), Justice League Unlimited (JLU) and upcoming Infinite Heroes lines."
Infinite Heroes are new 3¾-inch figures—a first for DC in that scale—from the biggest DC crossover events. There will be more than 40 figures in 2008, including the already revealed Adam Strange, Black Adam, Black Hand, Guy Gardner, Shazam, The Atom and Zoom; additional figures will be announced at San Diego Comic-Con in July. The line will be one of Mattel’s key DC Comics efforts in 2008, Neitlich says.