By Patrick Callan
Several of the biggest names in kids entertainment are joining forces to launch a new superheroes franchise for girls this fall, starring iconic DC Comics female characters in their teenage incarnations.
DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products, Mattel and Lego are all getting in on the DC Super Hero Girls franchise, which is aimed at girls six to 12 and stars Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy and Katana during their formative years. Each character will have her own storyline, exploring her progression from first discovering her unique ability to mastering the fundamentals of being a superhero.
The initial fall launch aims to provide an immersive digital experience through original content and publishing, so that girls can learn the storylines and engage in customizable play. TV specials, direct-to-video releases and an extensive consumer products line (featuring toys, apparel and books) will follow in 2016.
In addition, the new DC Super Hero Girls franchise will look to expand globally by adding consumer products partners in all key categories in the coming months.
For its part, global master toy licensee Mattel is creating its first-ever action figure line designed for girls, along with fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses. Lego, meanwhile, is planning a range of building sets designed to inspire girls’ imaginations.
On the publishing side, Random House Books for Young Readers has been appointed master publishing partner. It will create a portfolio of books with initial titles rolling out in spring 2016. DC Entertainment will also publish a series of original graphic novels to complement Random House’s selection of products.