Warner Bros. sets licensing for 'Batman' show
Rights issues resolved on Fox's campy 1960s series
As
a blitz of merchandise hits store shelves for "The Dark Knight Rises,"
Warner Bros. is turning to a campier source for a new Caped Crusader
product: the 1960s "Batman"
TV series.
For the first time in 40
years, Warner Bros. Consumer Products will be able to use the likeness
of the show's stars, including Adam West, Burt Ward, Cesar Romero and
Burgess Meredith, on everything from apparel to
toys, home goods, publishing and promotions.
WBCP will introduce the new
"Batman" product opportunities to potential partners and retailers at
next week's Licensing Expo, running June 12-14 in Las Vegas. First
products will launch in the spring.
Retailers had requested a
larger merchandise line tied to the show over the years, but studio arm
had previously been able to use only the series' logo, POW!-packed
animated opening sequence and the Batmobile for product,
not the actors, due to rights issues as the series was produced by 20th
Century Fox. As a result, studio was limited to a small line of T-shirts
and a die-cast Batmobile made by Mattel.
Studio began negotiating with
Fox, West and the estates of the show's other thesps for the rights to
their likenesses in August 2009. Batman is a DC Comics character.
Division is eager to exploit
the "Batman" series, which aired on ABC from 1966-68, especially its
colorful characters, gadgets like the Bat phone and Bat boat, and
kitschy humor, an easier sell for retailers than the
darker, more serious and gritty tone of Christopher Nolan's film
trilogy.
Company is talking to
department stores about carrying exclusive lines of "Batman" show
merchandise, the way Bloomingdale's turned to its household brands like
Marc Jacobs and Psycho Bunny to tap into the 75th anniversary
of DC Comics.
"For the first time in over
40 years we will be able to offer fans a full merchandise program that
captures the classic, kitschy look and feel of the original 'Batman' TV
show," said Brad Globe, president of Warner
Bros. Consumer Products. "This new licensing program allows our partners
to take advantage of the characters, gadgets and humor that made the
show a smash hit in its day and a perennial favorite decades later."
Warner Bros. also will
promote "Man of Steel," the next two "Hobbit" films, "The Looney Tunes
Show," "The Wizard of Oz," "Scooby-Doo" and "ThunderCats" TV shows at
the Licensing Expo.
