Warner Bros. Unveils Girls' Superhero Brand

DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products and Mattel have joined forces to launch a new superhero brand aimed at girls.

April 6, 2018

Warner Bros. Unveils Girls' Superhero Brand

DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products and Mattel have joined forces to launch a new superhero universe aimed at girls, DC Super Hero Girls.

The new brand will re-imagine DC Comics female characters such as Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee and Poison Ivy as teenagers in their formative years as they begin to discover their super powers.

“Developing a Super Hero 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,” says Brad Globe, president, WBCP. “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.”

DC Super Hero Girls will launch this fall with an initial lineup that will include an immersive digital experience, original

digital content and digital publishing. TV specials, made-for-videos, toys, apparel, books and other product categories will then roll out in 2016. 

As master toy licensee, Mattel is collaborating with DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products on the DC Super Hero Girls’ narrative, interactive digital activations and ultimately a toy line that will launch in 2016. The toy line will mark the first time that Mattel has created action figures for girls.

Other licensees include Random House Children’s Books as master publishing partner and The LEGO Group as the new brand's construction licensee. Random House’s publishing program will be complemented by a series of original graphic novels from DC Entertainment. Additional consumer products partners around the world will be engaged to fill out the brand in all key categories.

“DC Entertainment is home to the most iconic and well-known superheroes including Wonder Woman, Supergirl and Batgirl,” says Diane Nelson, president, 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.”

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