'Potter' merchandise license changing hands
July 26, 2006 at 8:11 PM ET
HPANA (via NECA, Inc.)
harry potter merchandise, neca toys, harry potter toys, harry potter consumer products
Warner Bros. has granted its "master toy license" for the Harry Potter franchise to National Entertainment Collectibles Association, it was announced in a press release today.
The company will take control of much of the brand's merchandise when Mattel's contract expires in 2007:
New product is set to roll out in conjunction with Warner Bros. Pictures' latest Harry Potter feature film installment, Harry Potter and the Order of the Phoenix, scheduled to hit theaters beginning in July 2007.
The company will develop a range of gifts, toys and specialty products including collectible action figures, plush, mugs, wall décor and more, all inspired by the characters, creatures and themes from the Harry Potter stories.
Moreover, the "assortment of products" being created by NECA will be geared toward older fans, something The Leaky Cauldron first reported last month.
Mattel has blamed their Potter merchandise with dragging down its overall sales in recent years.