More details about the DC Super Hero Girls initiative were revealed today via USA Today. Featuring teenage versions of female heroes and villains such as Wonder Woman, Batgirl, Harley Quinn, Poison Ivy and Big Barda, DC Super Hero Girls is being rolled out in a multi-pronged approach with graphic novels, animation, apparel and toys. Warner Bros. has released the first animated short (seen below), as well as artwork for the first graphic novel and toys.
“I don’t think anyone can argue against the fact that we have the best female superheroes and characters in all of comics,” said DC Chief Creative Officer and one of the company's writers, Geoff Johns. "DC Super Hero Girls is one of the most important things that we’ll be a part of so far since DC’s been formed. It’s a huge statement and opportunity.”
In July 2016, DC will begin a graphic novel series for DC Super Hero Girls. The first one, written by Shea Fontana and an artist to be named later, has the various young women facing off with Lex Luthor while attempting to keep their grades up in school.
Random House will be publishing a series of middle-grade novels for DC Super Hero Girls as well.
Mattel will begin showing off the toys and "action dolls" for the new initiative later this month at New York Comic Con, with additional plans for LEGO toys on the horizon.
Diane Nelson, who is both president of DC Entertainment and president/chief content officer for Warner Bros. Interactive Entertainment, said it plays into a new aspect of what the public wants.
"They’re not just looking for dolls with great hair play or fashion accessories," Nelson said, speaking to potential consumers of these toys. "They want something that’s dynamic and they can have fun with in ways that maybe people haven’t given them credit for before.”