DC Entertainment Announces DC Super Heroes Girls Initiative

DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products and Mattel will launch DC Super Hero Girls, a new superhero universe designed to empower girls, this fall.  DC Super Hero Girls features a lineup of DC Comics' most powerful female characters reimagined as teens, and will extend across multiple entertainment platforms and products world.

Aimed as girls in the 6-12 age range, DC Super Hero Girls centers on the female Super Heroes and Super-Villains of the DC Comics universe during their formative years—prior to discovering their full super power potential. Featuring a new artistic style and aesthetic, DC Comics' characters such as Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana and more will make their teenaged introduction. Each character has her own storyline that explores what teen life is like as a Super Hero, including discovering her unique abilities, nurturing her powers and mastering the fundamentals of being a hero.

"DC Entertainment is home to the most iconic and well-known Super Heroes including Wonder Woman, Supergirl and Batgirl," said Diane Nelson, President of DC Entertainment, in a press release. "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."
 
The line will launch this fall with an immersive digital experience, original digital content and digital publishing—providing opportunities for girls to interact with and learn about the reimagined characters and their storylines.  TV specials, made-for-videos, toys, apparel, books and other product will begin to rollout in 2016.  

"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," said Brad Globe, President of Warner Bros. Consumer Products.   "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."

As master toy licensee, Mattel is collaborating with DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products on DC Super Hero Girls' narrative creation, interactive digital activations and ultimately a toy line launching in 2016.  Mattel category-leading firsts include a line of characters for the action figure category, fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses. 

"Partnering with the best and being the best partner is of paramount importance," said Richard Dickson, President, Chief Operating Officer, 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 Hero is a culturally relevant theme and the DC Super Hero Girls franchise will engage and inspire girls, providing cues to explore heroic acts through play and into real life."

The Random House Books for Young Readers imprint of Random House Children's Books has been appointed the master publishing partner for the franchise and will be creating a portfolio of books based on the DC Super Hero Girls world to life, beginning in Spring 2016.  DC Entertainment will also launch a line of DC Super Hero Girls graphic novels.  The LEGO Group will design building sets based on the characters, and consumer products partners around the world will be engaged in creating a merchandise line dedicated to DC Super Hero Girls across all key categories.