Popularity of Batman character sparks “Dark Knight” toy line

With the Oscar success of “The Dark Knight,” the Christopher Nolan-directed film is again in the public eye. Mattel, the toy licensor for “Dark Knight,” has launched new toys in its “Dark Knight” line of toys, including playsets and role-playing items.

Rob Novickas, spokesperson for Mattel, spoke to the success of the “Dark Knight” line, and the method of translating a somewhat dark film to a successful all-ages toy line.

Q: How successful has the Dark Knight line of toys been?

A: Batman is considered an evergreen property. While “The Dark Knight” was not a movie seen by most kids, the fact that the character is so popular and has been with many generations made the toy line very popular with kids and especially adult collectors.

Q: Was it difficult creating a line of toys that was true to the dark themes of the movie, and yet still play-friendly?

A: For years, Mattel has created a variety of Batman toys that bring this perennial super hero favorite to life for fans of all ages – from action figures and role-play toys, to playsets and games. Our close-working relationship with the filmmakers and Warner Bros. on this film allowed us to be an active participant throughout the entire process. This presented a unique opportunity for Mattel to demonstrate its distinct ability to translate what viewers see on screen into child-appropriate, fun toy line that captures the spirit of the Batman characters.