>>10698297>all this copingi didn't know clueless mattel fanboys still existed
Since you're an ignorant retard: current license holders get first dibs on renewing licenses, years before it even expires, and without even allowing another company entertain them with a bid. That's IF they keep the license holder happy, which Mattel didn't.
Everyone who knows anything about business knows how this shit works, hence every business rag heavily implying Mattel are fucking losers (see pic)
The fact the license had to be split up is a sign that WB needed to find a buyer fast, in order to maintain shelf presence like normal.
And why did Mattel want to keep the DC license? Because again, refer to article and how their stock plummeted from losing the license. It's a very important license to in their portfolio whether or not it was making bank or not. They want to keep some of the most known properties in the world in hopes it pays off. Investors feel the same way. This is why Mattel sounded so desperate when saying they were going to get the Star Wars license from Hasbro, despite Star Wars also failing to sell toys.
And why does Hasbro still pay top dollar for Star Wars, despite sales dropping like a rock in a vacuum with gravity turned up x6? Because it's an important license to have in their portfolio and Disney will surely turn things around with their next tv series and/or movie after losing audiences to equal the ratings of a Food Network rerun at 11pm.
Sunk cost fallacy is a problem with businesses
