“DC Super Hero Girls” Announced For Marketing Apparel, Action Figures, and TV to Girls!
"Featuring DC Comics’ most powerful and diverse line-up of female characters as relatable teens."
DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products, and Mattel are launching a huge push toward marketing to girls in the Fall of this year. It’s called DC Super Hero Girls and well, it’s sounding pretty great.
Diane Nelson, President of DC Entertainment said in a statement: “DC Super Hero Girls represents the embodiment of our long-term strategy to harness the power of our diverse female characters. I am so pleased that we are able to offer relatable and strong role models in a unique way, just for girls.”
As you can imagine, in a week where we’re discussing disappointing things when it comes to Marvel merch for girls, this is super exciting news. Folks, Warner is “pandering” to girls! Here’e more info from the press release:
DC Super Hero Girls, an exciting new universe of Super Heroic storytelling that helps build character and confidence, and empowers girls to discover their true potential. Featuring DC Comics’ most powerful and diverse line-up of female characters as relatable teens, DC Super Hero Girls will play out across multiple entertainment content platforms and product categories to create an immersive world.
Developed for girls aged 6-12, DC Super Hero Girls centers on the female Super Heroes and Super-Villains of the DC Comics universe during their formative years—prior to discovering their full super power potential. Featuring a completely new artistic style and aesthetic, DC Comics’ icons such as Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana and many more make their unprecedented teenaged introduction. Each character has her own storyline that explores what teen life is like as a Super Hero, including discovering her unique abilities, nurturing her remarkable powers and mastering the fundamentals of being a hero.
The initial launch of DC Super Hero Girls in Fall 2015 will include an immersive digital experience, original digital content and digital publishing—providing opportunities for girls to interact with characters, learn about the storylines, and engage in customizable play. TV specials, made-for-videos, toys, apparel, books and other product categories will begin to rollout in 2016.
First of all, that’s a really fun cast of characters they’ve chosen for the launch, second, I am just smiling ear to ear right now about how many little girls are going to find a love of superheroes and comic books through this. Many of us have no problem digesting superhero stuff “for boys” but a lot of parents aren’t willing to buy their daughters items marketed toward boys (and vice versa), so this is a good thing in my book.
Brad Globe, President of Warner Bros. Consumer Products said, “It’s really an honor to be part of this cultural moment and to be delivering a concept so rooted in a relatable and empowered theme that the characters of DC Comics are uniquely able to present.”
Wait, wait, here’s some more!
As master toy licensee, Mattel is collaborating with DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products on DC Super Hero Girls’ narrative creation, interactive digital activations and ultimately a toy line launching in 2016. Mattel category-leading firsts include a line of characters for the action figure category, an area of the industry that has been primarily developed with boys in mind, and fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses.
The Random House Books for Young Readers imprint of Random House Children’s Books has been appointed the master publishing partner for the franchise and will be creating a portfolio of books that will bring the DC Super Hero Girls world to life, beginning in Spring 2016. Random House’s publishing program will be complemented by a series of original graphic novels from DC Entertainment. The LEGO Group will also be key to building the DC Super Hero Girls franchise, leveraging their experience and success engaging girls in creative construction play to bolster this universe through an array of LEGO® building sets designed to inspire girls’ imaginations. Additionally, consumer products partners around the world will be engaged in creating a merchandise line dedicated to DC Super Hero Girls across all key categories.
Excuse me while I…
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