DC Launches Girls' Superhero Brand

New initiative created with WBCP and Mattel launches online.

DC Entertainment and Warner Bros. Consumer Products, in partnership with Mattel, have launched the first activations in the new DC Super Hero Girls initiative.

Developed with girls ages 6 to 12 in mind, DC Super Hero Girls centers on DC Comics characters during their formative teen years at Super Hero High. DC Comics’ icons including Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumblebee, Poison Ivy and Katana are featured in new storylines.

The brand has now launched in the U.S. with the rollout of the new DCSuperHeroGirls.com website. The site will be launched globally later this month.

On the site, girls can play, watch, read and be inspired through a range of interactive content including immersive videos, games, quizzes, character photos, bios and more. Among that content is the first webisode of a series of animated digital shorts titled “Welcome to Super Hero High,” created by Warner Bros. Animation Studio in partnership with Mattel’s Playground Productions. The website will be regularly updated with new animated digital content and previews of upcoming products slated for 2016. 

Beyond the web, the partners are also planning a slate of consumer products for the brand.

Random House Children’s Books has been tapped as the global master publishing partner and will create a portfolio of middle-grade novels. Additionally, writer Shea Fontana will create an original graphic novel for the brand that is scheduled for release in July 2016. 

Other consumer products partners around the globe are currently developing a DC Super Hero Girls merchandise program across all key categories. 

“DC Entertainment has a deep and rich roster of strong female characters–both heroes and villains–that have inspired and empowered girls and young women for decades," says Diane Nelson, president, DC Entertainment and president and chief content officer, Warner Bros. Interactive Entertainment. "Girls want to experience the strength, action and optimism of super heroes too, and DC Super Hero Girls is part of our long-term strategy to offer a diverse array of strong female characters in a fun and action-packed universe, and through a world of epic storytelling on a variety of entertainment platforms.”