DC Entertainment, Warner Bros. & Mattel Launch DC SUPERHERO UNIVERSE FOR GIRLS in Fall 2015

DC Superhero Girls
Credit: Warner Bros.
Credit: Warner Bros.

Recognizing the burgeoning demographic of young, female superhero fans, on Wednesday DC Entertainment and Warner Bros announced DC Super Hero Girls, what they call an "unprecedented initiative" aimed at girls 6-12 that will include original graphic novels by DC.

Joining forces with Warner Bros. Animation, Warner Bros. Consumer Products, LEGO, Random House and Mattel, DC calls the Fall 2015 launchan exciting new universe of Super Heroic storytelling that helps build character and confidence, and empowers girls to discover their true potential.”

DC Super Hero Girls centers on the female superheroes and supervillains of the DC comic book universe – including Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana and more – during their formative years and as “relatable teens” – prior to discovering their full super-power potential.

Featuring a “completely new artistic style and aesthetic,” each character has her own storyline that explores “what teen life is like as a superhero, including discovering her unique abilities, nurturing her remarkable powers and mastering the fundamentals of being a hero.“

The new line encompasses multiple entertainment content platforms and product categories to create an “immersive world.”

“DC Entertainment is home to the most iconic and well-known superheroes including Wonder Woman, Supergirl and Batgirl,” said Diane Nelson, President of DC Entertainment. “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.”
The initial Fall launch 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.“

“Developing a superhero franchise exclusively for girls that includes all of the key components of a comprehensive entertainment experience –from content to consumer products – is something we are excited to be doing in conjunction with our great partners,” said Brad Globe, President of Warner Bros. Consumer Products. “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.”

Mattel is collaborating with all the partners under the Warner Bros.’ umbrella on DC Super Hero Girls “narrative creation, interactive digital activations and ultimately a toy line launching in 2016.”

Mattel’s contributions will include an action figure line, an area DC says has been primarily developed with boys in mind, and fashion dolls featuring “strong, athletic bodies that stand on their own in heroic poses.”

“Partnering with the best and being the best partner is of paramount importance,” said Richard Dickson, President, Chief Operating Officer, Mattel. “Together with Warner Bros. and DC Entertainment, the DC Super Hero Girls franchise will further expand our already powerful girls portfolio. We know superhero is a culturally relevant theme and the DC Super Hero Girls franchise will engage and inspire girls, providing cues to explore heroic acts through play and into real life.”

In addition to more worldwide consumer products partners that will be announced in the future, the Random House Books for Young Readers imprint of Random House Children’s Books has been named the “master publishing partner” for the new franchise and will create a portfolio of beginning in Spring 2016. A series of original graphic novels will be also published by DC, and the LEGO Group will also partner “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. “

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