Warner Bros. SHOCK: Iconic Deal Renewed Before New Superman!

Warner Bros. Discovery has renewed its long-term deal with Bioworld, a company they’ve collaborated with for years, to continue producing merchandise based on their various intellectual properties such as the DC Universe, Harry Potter series, and Looney Tunes.

The fresh two-year agreement, encompassing apparel, headgear, tailored clothing, backpacks, footwear, home goods, and various other products sold across the U.S., U.K., and Canada, is being unveiled prior to the premiere of James Gunn’s upcoming “Superman” film. Bioworld’s long-standing collaboration with Warner Bros. dates back to 2008, but 2025 signifies two decades of the company working directly with the Superman franchise. This year also celebrates Bioworld’s 25th anniversary.

From January 2024 onwards, Bioworld has dispatched over 7,500 distinct items belonging to about 110 categories to more than 500 diverse retailers, which span regions like North America, the UK, and various parts of Europe. This information is based on the company’s report.

Bioworld has demonstrated their ability to be an exceptional partner for Warner Bros., having worked together for several decades,” said Jessica Elliot, Vice President of Fashion and Home at Warner Bros. Discovery Global Consumer Products. “They are masters in their field and welcome any challenge that comes their way. It’s been a delight collaborating with them as we innovate, create fresh designs, and reimagine our beloved characters. We eagerly anticipate more years of fruitful collaboration.

See below for EbMaster‘s interview with Bioworld’s vice president of licensing Jennifer Staley.

How have the Bioworld Superman products evolved over the years as the character has gone through many iterations at WB?

Back in 2004, when we formed a partnership with them, our aim was to infuse innovation into our consumer product sector. At that point, there was a prospect for growth within adult clothing and accessories. People, regardless of age, were eager to showcase their fandom more prominently in their daily lives. Our approach for WBD properties has consistently revolved around creating premium products with inspiring designs. We achieved this by offering unique, original artwork that gave our products a mature touch, appealing to die-hard fans.

What do you think is at the core of the continued partnership between Bioworld and WB across IPs

For every Warner Bros. Discovery (WBD) property we handle, we create a tailored strategy in collaboration with WBD across all stages of the marketing campaign. From the outset, our team’s collaborative approach has been committed to ensuring optimal results for each brand. We share a deep appreciation for the rich history and iconic storytelling that DC represents, as well as its promising future.

What trends are you noticing/chasing right now in the licensed product market?

Collaborative efforts play a significant role in today’s business landscape. At present, we are developing a captivating project which brings together iconic characters from DC Universe alongside another globally acclaimed intellectual property based on characters.

What can you tease about upcoming products tied to the new Superman film and how you all have been preparing?

The upcoming “Superman” film by DC Studios presents a thrilling chance to captivate audiences of every age group. In partnership with WBD Global Consumer Products, Bioworld has meticulously designed and handpicked brand messages across various categories such as clothing, hats, tailored garments, bags, shoes, home goods, and more. We have the unique ability to bring fans closer to their beloved superhero in every facet of their lives. Our products are ones they can wear and use with pride.

See images below of new Superman products coming from Bioworld.