Warner Bros. Discovery has re-upped its contract with Bioworld, the merchandise company it has partnered with for decades on tie-in products across IP, including the DC Universe, Harry Potter, and Looney Tunes.
The new two-year deal for more than 150 WBD-owned properties covers apparel, headwear, cut-and-sew garments, backpacks, footwear, home products, and more sold throughout the U.S., U.K. and Canada.
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The contract renewal comes ahead of the release of James Gunn’s new “Superman” movie. While Bioworld’s overall partnership with Warner Bros. began in 2008, 2025 marks 20 years of the company working directly with the Superman brand. This year is also the 25th anniversary of Bioworld.
Since the start of 2024, Bioworld has shipped 7,500 unique products across 110 item types to more than 500 different retailers, including those in North America, the UK, and throughout Europe, per the company.
“Bioworld has worked with Warner Bros. for decades, proving they have what it takes to be a best-in-class partner and are experts at what they do,” Warner Bros. Discovery Global Consumer Products’ vice president of fashion and home Jessica Elliot said. “The team is always up for a challenge, and it’s been fun to work with them over the years as we come up with new ideas, new designs, and new takes on our fan-favorite characters. We look forward to many more years of continued partnership.”
See below for Variety‘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?
When we first partnered with them in 2004, we wanted to bring innovation to our consumer products business. At that time, there was an opportunity to expand the business into adult apparel and accessories. Consumers (of all ages) wanted to express their fandom more in their everyday lives. Our strategy for WBD properties has always centered around elevated products with aspirational designs. We accomplished this with exclusive original artwork that aged our product up and appealed to the super fan.
What do you think is at the core of the continued partnership between Bioworld and WB across IPs
Every WBD property we work with benefits from a custom strategy we develop with WBD at each level of the go-to-market process. Our team’s collective effort to deliver what’s best for the brand has been a staple since day one. We have a mutual respect for the legacy behind DC’s legendary storytelling and its exciting future.
What trends are you noticing/chasing right now in the licensed product market?
Collaborations have become an important part of the modern business model. We have an exciting project currently in the works that features DC characters with another world-renowned character-based IP.
What can you tease about upcoming products tied to the new Superman film and how you all have been preparing?
The new “Superman” movie from DC Studios is an exciting opportunity to engage consumers of all ages. Bioworld has worked closely with WBD Global Consumer Products to develop and curate multi-category brand statements that include apparel, headwear, cut-and-sew garments, backpacks, footwear, home products, and more. We can truly connect fans with their favorite superhero in all aspects of their lives. We create products they can be proud to wear and use.
See images below of new Superman products coming from Bioworld.
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