DC launches Super Hero Girls to appeal to young female comic fans

Posted on 25 April 2015
By Kate O'Brien
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DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products are joining forces with Mattel to launch “DC Super Hero Girls”.

A Super Hero universe aimed at females aged 6-12, as usually ignored demographic when it comes to comic books.

This new heroic way of storytelling is set to initially launch later this year.

It aims to help character building and confidence, as well as showing young girls how to reach their full potential.

Centred around formative DC Super Hero’s and Villain’s in a new artistic style, Wonder Woman, Supergirl and Batgirl, Harley Quinn, Bumble Bee, Poison Ivy and Katana make their teenage introduction.

Each has their own storyline depicting teen life is life as a Super Hero, discovering their new abilities and mastering the fundamental elements of saving the world.

“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. “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 reliable and strong role models in a unique way, just for girls.”

Mattel category-leading firsts include a line of characters for the action figure category, an area of the industry that has been primarily developed with boys in mind, and fashion dolls featuring strong, athletic bodies that stand on their own in heroic poses. Additionally, TV specials (but not a full animation series), online-only content and apparel will also be released.

The LEGO Group will also be key to building the DC Super Hero Girls franchise. Utilising their experience and success to engaging girls in creative construction play through an array of LEGO® building sets designed to inspire their imaginations’.