Warner Bros., DC Entertainment, and Mattel Unveil New All-Girl Superhero Franchise

DCSuperherogirlsThis 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.

About the author

Marissa Silva

Marissa Silva

Marissa Silva is editor-in-chief of the Pop Insider and the Toy Insider, the leading consumer holiday gift guide and toy review and news website. As a professional toy reviewer and an industry expert, she consistently reports on toy, entertainment, and pop culture trends and hot products. In addition to digital content management, Marissa contributes feature-length articles to the Pop Insider and leading toy industry trade magazine The Toy Book, providing retailers, manufacturers, and licensors with information on the latest in toy news. Marissa has been featured on the TODAY Show, Good Morning America, Fox and Friends, ABC World News Now, MSNBC, CBS, NY1, WPIX, and more. A board game fanatic and professional toy reviewer, she spends most of her free time shopping for superhero T-shirts, crushing at Mario Kart, and anxiously awaiting her Hogwarts acceptance letter. You can follow her on Twitter and Instagram @thattoygirl.