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How did Superman expand from comic books into toys and other licensed products?

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Christopher Reeve as Superman in a blue suit with red cape and yellow belt, flying with one arm forward against a dark background in a publicity still from Superman: The Movie. — Superman Christopher Reeve in *Superman* (1978), directed by Richard Donner.

Following the success of Action Comics no. 1 in 1938, DC publisher Jack Liebowitz moved quickly to capitalize on the character's popularity. By the late 1930s, DC began licensing Superman’s likeness to manufacturers for a variety of products, including toys, puzzles, novels, coloring books, and bubble gum.1

This expansion was part of a broader strategy to establish Superman as a multimedia icon. Beyond physical merchandise, the character was integrated into various entertainment formats, including a successful newspaper strip, a long-running radio program, and animated shorts from Fleischer Studios.1

By the 1970s, the merchandising of superheroes had evolved into a major industry. Companies like Mego Toys produced lines such as "World’s Greatest Super-Heroes," which featured Superman alongside other iconic characters. This era also saw Superman’s reach expand through high-profile multimedia projects, including the Super Friends animated series and the 1978 blockbuster film Superman: The Movie, further cementing the character's status as a global commercial brand.2