WBCP Grows ‘Super Hero Girls'

Warner Bros. Consumer Products, in partnership with DC Entertainment, has expanded the licensing and merchandising program in more than 35 countries for its new franchise “DC Super Hero Girls.”

April 6, 2018

The girls’ franchise will be supported by licensees Mattel, Rubie’s, Sambro and more.

“With our best-in-class licensees and partners, we’re excited to bring this girl-empowered program to fans around the world and allow them to imagine, aspire and be strong, brave and powerful,” says Pam Lifford, president, WBCP.

Anchored by master toy partner Mattel, WBCP unveiled the first look at the “DC Super Hero Girls” licensing program

exclusively at Target in the U.S. in March

. Now, WBCP will globally roll-out branded merchandise across more than 30 categories including toys, apparel, accessories, publishing, stationery and more.

Licensees supporting the worldwide program include Random House Children’s Books as master publishing partner, The LEGO Group as the exclusive construction partner, Rubie’s Costume Co., Evy of California, Jerry Leigh, Party City, Hallmark, American Greetings, Franco

Manufacturing, Funko, Buffalo Games, Crayola and PEZ Candy, among others for Europe, the Middle East, Asia, Asia-Pacific, Latin America and more.

Licensees throughout Latin America include Photo Pack for luggage and handbags, Regalos Siglos XXI for meals and snacks, Importadora y Exportadora Rosen for backpacks, Foroni for notebooks, Grendene for sandals and Riachuelo for an apparel collection, among others.

Meanwhile, in Asia-Pacific licensees include PT Rajapaksi Adyaperkasa for footwear; PT Indo Prima for housewares; Caprice for apparel, outerwear and housewares collections; Mitch Dowd for sleepwear; and Hunter leisure for arts and crafts, stationery and sporting goods.

“DC Super Hero Girls” merchandise will be available at retailers worldwide beginning this month.