April 6, 2018
Warner Bros. Consumer Products and DC Entertainment, in partnership with master toy parnter Mattel, have teamed up to launch a comprehensive range of toys, products and animated content as part of the all-new, 'DC Super Hero Girls' franchise.
The franchise launched with a robust website (DCSuperHeroGirls.com
) in October that features a series of animated shorts and activities, videos, character photos and more, and is further bolstered by TV specials and made-for-videos that will roll out over the course of the year.
"DC Super Hero Girls" brings together DC Comics' female super heroes for the very first time with new art, style and aesthetics that feature alongside the characters' very own unique storylines that reinforce confidence building and the realizing of one's full potential.
Principalto the cast of "DC Super Hero Girls" characters are Supergirl, whose heat vision can melt steel or vaporize an iceberg; Batgirl, a tech-wizard who has an exceptional IQ; and Wonder Woman, a natural born leader whose mission is to make the world a better and safer place.
"'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," says Diane Nelson, president, DC Entertainment; president, Warner Bros. Consumer Products; and president and chief content officer, Warner Bros. Interactive Entertainment.
Other characters include Bumblebee, Katana, Harley Quinn and Poison Ivy, creating a well-rounded line-up that gives every girl an opportunity to find a relatable personality. Now, in 2016, "DC Super Hero Girls" will debut its global consumer products program.
Anchoring the play range is master toy licensee Mattel, featuring an industry first with its 12-inch collection of action dolls and its first-ever 6-inch action figures made with girls in mind.
"Partnering with the best and being the best partner is a Mattel priority," says Lisa McKnight, senior vice president and general manager, girls' brands, Mattel. "Together with Warner Bros. and DC Entertainment, the 'DC Super Hero Girls' franchise will further expand our already powerful girls' portfolio. We know super heroes are a culturally relevant theme, and the 'DC Super Hero Girls' franchise will engage and inspire girls to unlock the super hero inside of them."
Warner Bros. Consumer Products is additionally supporting the launch of the property across key merchandise categories including toys, apparel and accessories, hard lines and soft lines. Additional licensees include The LEGO Group as exclusive construction partner; Rubie's Costumes with a collection of costumes and dress-up accessories; and many more with products to come.
Random House is also on board as master publishing partner for a range of middle-grade novels authored by award-winning writer Lisa Yee. The books will hit shelves this spring under the Random House for Young Readers imprint, and bring to life the new world of female super heroes in all-new, universe-expanding stories and adventures.
"We are thrilled to be working with long-time partner Random House on a book series that will dive further into the stories of this exciting new franchise," says Karen McTier, executive vice president, Warner Bros. Consumer Products. "Lisa Yee is a gifted storyteller who will take the relatable world of 'DC Super Hero Girls' from the pages and into the imaginations of young fans and readers everywhere."
A series of original graphic novels from DC Entertainment, written by Shea Fontana with art by Yancy Labat, complements Random House's publishing program. The first graphic novel,
DC Super Hero Girls: Finals Crisis
, will hit shelves in July.
Social media and digital activations will also play a significant role in creating awareness for the property via platforms such as Instagram, Facebook and a dedicated YouTube channel. More platforms will be launched this year including an app, which will hit mobile devices this spring.
As the program grows globally–more than 25 additional markets will launch beginning this July including Australia, Brazil, Canada, France, Germany, Italy, Mexico and the U.K.–so will the entertainment opportunities and product categories. Warner Bros. Consumer Products and DC Entertainment will continue to develop the franchise and add new characters, both female and male, from the DC Comics cannon, with bi-weekly webisodes rolled out on the website and its YouTube channel.
"'DC Super Hero Girls' offers girls their very own super hero world that is unique, immersive and fun, where they can play, watch, read and be inspired to discover their own true potential alongside legendary DC Comics female super heroes," says Nelson.
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