Warner Bros. Discovery’s Johanne Broadfield on Superman success stories – and what’s next

Jo, it’s great to chat. Superman landed back in the summer – how have you found the reaction?
It’s been an incredibly energising journey so far! The film landed strongly with both long-standing Superman fans and a new generation discovering the DC Super Hero for the very first time – it’s been so exciting to watch the fandom unfold.

Superman resonated with all ages and opened an exciting new chapter for DC. The content slate is rich, diverse and interesting, and with Man of Tomorrow officially announced for July 2027, we are already thinking about new and different ways to bring the Superman universe to life for our fans.

Can you talk us through a few key product launches that have accompanied the movie? And that show the breadth of appeal cross-category?
The extensive consumer products programme that accompanied the movie really demonstrates the Superman franchise’s creative and commercial ability to evolve, while staying true to its heritage. Superman means something different to everyone… Product must respect that broad fandom, give those fans a chance to represent their fandom in a way that feels authentic to their experience of the character and franchise, and offer fresh ways for new audiences to join the fandom.

We saw really wonderful interest and success in a surprising category – pets! An example to offer is Pets + People, a new launch that created a line of Krypto and Superman-inspired dog toys, which were really embraced by fans, and showed how the brand naturally expands into new categories tied to Krypto’s debut in a live action feature film.

Krypto also captured hearts across generations! Play was key here: Spin Master’s Flying Krypto became a best-seller at mass retail, while Funko’s Pop! figure vinyl inspired by Krypto connected instantly with collectors. These products underlined how a supporting character can widen the universe and bring in new audiences.

Our core Superman business has seen substantial growth in the lead up to the movie, and through the movie window, with the iconic S-Shield leading the way… For example, the iconic Kryptonian symbol on t-shirts, in its bold primary colours, remains a true retail hero. We see the S-Shield resonates across all ages – irresistibly cute for infants – bought by parents who are long-time fans – yet equally powerful as a fashion staple embraced by kidults and trendsetters.

This duality was amplified with high end fashion collaborations with the likes of MMC and Maria Escoté, both of whom applied the most iconic and recognisable aspects of Superman to their own unique style. Together, these launches show how Superman flexes across categories – from everyday fashion to high-end collaborations, from play to collectables, proving the brand’s breadth of appeal is as iconic and enduring as the Man of Tomorrow himself.

Why do you feel the film captured the enthusiasm and creativity of your licensees in the way that it has?
I think a big part of it is because it arrived at exactly the right time – the market was primed for a fresh wave of creativity. Superman’s unique duality, both human and Super Hero, offers a universe with infinite storytelling and design possibilities. It’s a property that can stretch effortlessly across categories, from fashion to collectables to toys, with each partner able to find their own authentic angle.

“Superman has been a key focus not only for WBDGCP, but for the entire WBD organisation.”

Many licensees are themselves fans who grew up with the brand, and that passion shows. Combined with our flexible, collaborative approach, we’ve empowered partners to deliver products that feel both original and true to Superman’s heritage – a balance that has unlocked real excitement across the programme.

Superman introduced characters and corners of the DC world we haven’t seen on screen before. How did you approach ‘unlocking’ the potential of these new opportunities in CP? It feels like Mister Terrific and Krypto could be treated as brands in their own right!
Well, Krypto the Superdog emerged as a true breakout star, capturing hearts across generations. I loved our partnership with HMV, which saw – for the first time in HMV’s 104-year history – the retailer’s famous canine icon being given a new DC Super Hero makeover with Krypto replacing Nipper the Terrier, which is synonymous with the store. The logo featured on the signage at HMV’s Oxford Street Flagship and across its online store, which was amazing.

As DC Studios builds out their slate, we are already seeing Krypto stepping into the spotlight a little more – including his very own animated shorts series, Krypto Saves The Day. The first episode is now available on the DC Kids YouTube channel and additional episodes will debut soon.

Is there a knack to gauging which characters, moments or in-world items will resonate with fans to such a degree that translates into merch appeal? And is there much reactive post-launch activity, where you’d jump on opportunities around moments that have resonated somewhat surprisingly?
We work very closely with filmmakers, DC Studios, and Warner Bros. Pictures colleagues throughout the entire movie development process. This level of collaboration enables us to identify key characters, locations and story plots that we feel will translate effectively into products.

Quick turn opportunities post movie launch are also capitalised on based on how consumers have reacted to the movie. Additional assets based on key moments, stories and characters in the movie that have resonated with audiences have been, and continue to be, developed as we move through the lifecycle of Superman and in the lead up to the Supergirl, releasing in theatres worldwide in June 2026.

This may sound a silly question considering we’re talking about Superman, but how did you approach getting licensees and retailers excited about the return of this brand? Especially when it’s a brand some of them may have engaged with already before in previous guises.
Superman has been a key focus not only for WBDGCP, but for the entire WBD organisation. We’ve had phenomenal support across the business, which enabled us to excite licensees and retailers about the new Superman movie – and the franchise as a whole.

Last year, during the filming of the movie, we had the opportunity to take over 100 licensee and retail partners to visit the Superman movie set in Atlanta, Georgia. This gave unprecedented access to live sets, behind-the-scenes of the production, as well as direct access to filmmakers and the extensive crew. James Gunn and Peter Safran, co-heads of DC Studios – and James served as Writer/Director of the movie – also spent time with our partners in Atlanta on the set, providing insight into the new direction this Superman movie and the wider DC Studios slate. This was invaluable and really helped the licensees buy into the vision and understand the creativity behind the movie.

For partners who were not able to join the Atlanta set visit, we were able to share movie storytelling walkthroughs which provided deep levels of details to aid product development, as well as early footage sharing showcasing the size, scale and tone of the film.

Additionally, we kept our teams involved and engaged. We ran bespoke Superman Summits across multiple EMEA markets a year out from the movie release, with hundreds of partners attending events in London, Paris, Madrid, Milan and Warsaw, giving them to chance to deep dive into what was to come, ideate and even get to see some early product concepts and retail executions.

The DC fanbase is a passionate one. What are some of the key considerations that go into striking partnerships to delight both hardcore fans and more casual fans alike?
With a four-quadrant movie like Superman, the target audiences are very broad – both in age and in level of fandom. So, it’s critical we have a range of products and experiences that surprise and delight all of these audiences. Whether it is the younger, more casual fan perhaps seeing Superman on the big screen for the first time, all the way through to adult fans who grew up with the character and want highly detailed, in-the-know products and experiences.

Looking ahead at the DC slate, I imagine each movie will have their own flavour and tone, depending on the character and the creative team behind them. Does this also mean that the licensing strategies for each will differ?
Absolutely, DC Studios has a clear strategy to connect storytelling across all platforms with all audiences. Superman has very wide audience appeal, and you can expect a similar broad blockbuster audience for Supergirl next summer too, with a sassy, cool and rebellious streak featuring prominently in the Supergirl licensing programming. And hot on the heels of Supergirl is the Clayface movie coming to cinemas September 2026. This is an adult-targeted horror movie set in the world of Gotham City. This movie will have a very distinct target audience, and our licensing strategy for this movie will reflect the adult audience, as well as the movie genre.

Terrific. Huge thanks Jo!