“Superman” has recently surpassed $600 million at the global box office. With this success, the consumer products team at Warner Bros. Discovery now has big plans for the franchise. The DC Universe is getting a new start through this film’s release with “Supergirl” on the way. Robert Oberschelp, head, global consumer products, and Philippe Roucoule, senior vice president, EMEA consumer products, Warner Bros. Discovery Global Consumer Products, sat down with License Global to discuss the success of the film and what’s next for the DC Universe. 

 

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“Superman” has been a huge box office hit, lauded as the best Superman movie since the days of Christopher Reeve. How is Warner Bros. Discovery latching on to this cultural moment to entice fans both old and new? 

 

Robert Oberschelp (RO): When a film resonates and becomes a cultural moment, it’s not just a box office win, it can elevate a brand to bigger heights. Superman has always been a fan-favorite and this summer’s DC Studios film just reaffirmed how much audiences love the character. When working with best-in-class partners to develop the global program for “Superman,” we leaned into a mix of nostalgia and authentic engagement. 

 

Philippe Roucoule (PR): For longtime Superman fans, we tapped into the elements they have always loved, like the S-Shield. For new audiences, especially Gen Z and Alpha, we activated where they are – social challenges, digital integrations and clever products they would be excited to use and engage with. Authenticity was key here and remains one of the most important aspects of showing up for fans.  

 

Robert Oberschelp: This is a very exciting time for the entire Superman universe. We recently unveiled new Krypto shorts, with the first, “Krypto Saves the Day,” airing on our DC Kids YouTube channel. And with DC Studios’ “Supergirl” on the horizon for next year, the “Superman” universe is soaring. 

 

How does this iteration of Superman differ in its consumer products program, compared to other iterations? 

 

RO: The “Superman” consumer products program is one of our most ambitious and expansive to date. We had more than 500 global partners sign on launching more than 4,500 SKU’s across nearly every category, from toys and fashion to home décor and pet accessories. Spin Master, McFarlane, Mattel, Jazwares, Funko, Lids, Hot Topic, Alex + Ani, Keebler, Penguin Random House and more brought their best and most innovative programs, representing the character in creative and surprising ways. 

 

PR: We worked hard to ensure localized activity and licensees across EMEA, such as Pull & Bear, Reiss, Llandro and La Poste. This meant we presented a program that was globally unified, but locally activated, with regional exclusives and culturally relevant tie ins that made sure that Superman showed up with hyper relevance for individual markets. 

 

Warner Bros. Discovery Global Consumer Products and its partners have been treating fans to a host of exciting products from the likes of Spin Master, Mattel, Funko and McFarlane Toys. How does the consumer products program help anchor fans to the film after they watch it? 

 

RO: Our products extend our stories into the lives of fans, every day. For “Superman,” we wanted to extend the emotional and cultural resonance of the movie long after audiences leave the theater. Whether it’s a child hugging their Krypto plush or a fan sipping coffee from a Superman mug, our products bring narrative extensions that deepen fan engagement and help them feel like their fandom is something that can easily be represented in the way they live their lives.  

 

What’s next for the Superman franchise following the global box office success of “Superman” this summer?  

 

RO: There is a lot to be excited about! We’re having fun working with licensees for more Krypto-inspired products, which fans are loving. And the strategic, all-hands approach we took with our partners and DC Studios for “Superman” will continue with the “Supergirl” consumer products program. 

 

PR: For “Supergirl,” fans can expect a full program with global partners, EMEA licensees, local activations and exclusives, and products spanning multiple categories.  

 

How will the new DCU develop in the consumer products space? What can fans expect as more films are revealed and released? 

 

RO: We’re really excited about this newly imagined DC universe and the energy we’re seeing in general around DC’s Super Heroes and Super-Villains.  As always, fans are first for us. They should expect tailored product programs that reflect characters and themes they know, with a mix of bold, trend-forward interpretations of their favorite characters. 

 

Source：License Global