Despite winter having settled in and this time of year in particular being known as the slowest for movies, there’s an ongoing sense of anticipation that is carrying many DC and Marvel fans into the warmer months. February will see the release of Fox’s Deadpool stand alone film - and while this is likely to score big box office returns, the real contender for box office supremacy is Warner’s upcoming Batman V Superman: Dawn of Justice.
Though March isn’t exactly right around the corner, it is close enough for the merchandising campaign to launch full steam ahead. This week has already seen Hasbro showing off its upcoming line of Captain America: Civil War figurines and now it’s Warner Bros. Consumer Products turn with their massive showing of assorted Batman V Superman merchandise.
Bioworld, a leading design and distribution label is just one of the teams which has been entrusted with producing the latest in merchandise for Batman V Superman. They join the ranks of everyone from clothing designers to toy manufacturers, to athletic wear specialists - fully onboard and giving this collection something more than just your run of the mill action figures. Here are the official details:
Perennial global partner Bioworld brings a line of Batman v Superman: Dawn of Justice-inspired apparel and accessories, with graphics and icons representative of the DC Comics Super Heroes; well-known label Junk Food offers statement Batman emblem and S-Shield t-shirts; Converse kicks off a fan-favorite collection worldwide for those wanting to team with Batman and/or Superman; global partner Under Armour sports high-end athletic wear; New Era Cap Company brings a range of headwear; and Matchless London offering high-end leather jackets and bags as worn in the film; along with many others.
But all this is just the tip of the merchandising iceberg, as familiar candy and food manufacturers also get involved, along with more toys, magazines and books.
Publishers include Scholastic, with an official Batman v Superman: Dawn of Justice behind-the-scenes children’s film guide and a movie companion junior novel; and Titan Books with the film’s official art/making of book, tech manual focusing on the gadgets, weapons and vehicles in the film and an official souvenir magazine. Additional licensees include global partner Hallmark, with gifts and novelties; Sakar International, with electronics and accessories; PEZ Candy for fans of all ages; General Mills, with inspired cereal for Batman and Superman for all fans to enjoy; and even Fetch for Cool Pets, with pet accessories for furry friends to get in on the fun.
This is definitely the sort of merchandising campaign that only blockbusters have. Warner seems to be pulling out all the stops on this one – fully aware that they’ve got a massive hit on their hands. Or do they? If Batman V Superman should fail to perform as expected, merchandising such as this ends up being little more than bargain bin filler until the next big production comes along.
The truth of the matter is that even if the film is a hit, these sorts of things really only have a certain shelf life. It’s definitely the collectors who benefit the most from these sorts of campaigns – and as such, there’s plenty this time around to be snapped up.
Batman V Superman: Dawn of Justice will hit theaters on March 25th, 2016, followed by Suicide Squad on August 5th, 2016, Wonder Woman on June 23rd, 2017, Justice League on November 17th, 2017, The Flash on March 23rd, 2018, Aquaman on July 27th, 2018, Shazam on April 5th, 2019; Justice League 2 on June 14th, 2019, Cyborg on April 3rd, 2020, and Green Lantern Corps on June 19th, 2020.
Source: Warner Bros. Consumer Products [via CS]