This fall, DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products, and Mattel will launch DC Super Hero Girls, a new universe of female-dominated superheroes and villains.
The new franchise targets girls ages 6 to 12 and features DC Comics’ female characters as relatable teens, including Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, and Katana. With a completely new artistic style and aesthetic, these female icons will make their unprecedented teenage introduction. Each character will have her own storyline, 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 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 roll out next year.
As master toy licensee, Mattel is set to launch a toy line based on the new initiative next year, including new characters for the action figure category, and fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses.
As master publishing partner, the Random House Books for Young Readers imprint of Random House Children’s Books will launch books next spring, which will be complemented by a series of original graphic novels from DC Entertainment. The Lego Group has also signed on for an array of Lego building sets designed to inspire girls’ imaginations. Additional consumer products partners will create a fully integrated merchandise line dedicated to DC Super Hero Girls across all key categories worldwide.
