Target to Debut 'DC Super Hero Girls'

Warner Bros. Consumer Products and DC Entertainment, in partnership with Mattel, have entered an exclusive partnership with Target to offer a first-look at the “DC Super Hero Girls” merchandise collection.

April 6, 2018

New property from WBCP and DC Entertainment will feature exclusive Mattel toy line at Target.

The new collection will feature an assortment of merchandise across multiple categories including toys and dress-up, apparel and accessories, publishing and more, to be sold exclusively at Target beginning this March.

The toy line from global master toy licensee Mattel includes a number of industry firsts such as the first 6-inch action figure designed for girls, the first 12-inch collection of action dolls that stand on their own in heroic poses and the first action role-play toys for girls.

Additionally, Turner's Boomerang network will be the exclusive broadcast partner for the “DC Super Hero Girls” series and will launch the first 44-minute “DC Super Hero Girls” television special this spring.

“Target prides itself on keeping a pulse on pop culture, and we have a legacy of getting behind

the hottest franchises to bring our guests exclusive merchandise from their favorite movies, television shows and characters,” says Scott Nygaard, senior vice president, merchandising, Target. “We are thrilled to be working with some of the industry’s leading partners to introduce a new generation to these inspirational characters, and know fans of all ages will embrace these beloved and iconic heroines as they build new memories.”

“DC Super Hero Girls” merchandise will launch at Target across the U.S. this March before hitting other retailers worldwide in July.

“It’s time for girls to get their capes on and envision themselves as strong, powerful and connected beings at the center of their own superhero story, and 'DC Super Hero Girls' provides a brand-new, robust universe to do just that,” says Diane Nelson, president, WBCP and DCE, and president and chief content officer, Warner Bros. Interactive Entertainment. “The toys, dolls, action figures and books that are rolling out at Target this spring, combined with the fun animated series currently online, feature stories of empowerment, inspiration and optimism that are relatable to girls. This program is changing the face of superhero culture, and we are really proud of that.”