According to License Magazine, Warner Brothers Consumer Products and Mattel are working on a line of DC Super Friends toys designed to appeal to boys ages 2-5. The first releases are planned for fall 2007.

 

WBCP has identified the toddler and young children's market as one of the fastest growing with predicted sales for character-licensed products expected to hit $15.6 billion by 2010 (up 20% from 2005).  That along with solid TV ratings and DVD sales for DC animated properties and focus groups suggesting strong mom approval, would seem to indicate that the opportunity is there.

 

Mattel is the master licensee for the core action figure line for DC characters and will produce the new Super Friends action figure line as well.  Characters will include Superman, Batman, Green Lantern, The Flash, Aquaman, and Hawkman.