With sales of Barbie dolls slumping, Mattel is hoping a new lineup of female action figures will win back the hearts of little girls. The toymaker announced today that it is partnering with DC Comics and Warner Bros. to launch a new franchise centered on teenage female superheroes.
DC Entertainment and Warner Brothers are launching a new initiative aimed at introducing a superhero line aimed primarily at girls age 6 to 12.
“DC Super Hero Girls” initiative is partnering with Mattel, Random House Children’s Books, and LEGO to create merchandise and entertainment designed to appeal to and bring young ladies into the superhero genre.
Developed for girls aged 6-12, 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 completely new artistic style and aesthetic, DC Comics’ icons such as Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana, and many more make their unprecedented 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 remarkable 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. “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.”
We’re being told to expect to see the first wave to hit retailers Fall 2015 and include: immersive digital content, TV specials, direct-to-video releases, toys (both action figures and fashion dolls
featuring “strong, athletic bodies that stand on their own in heroic poses”), Lego building sets, apparel, books, and more continuing on into 2016.
Honestly, are you watching DC related shows or a Glee alternative universe? You may never know. Why isn’t Quinn visiting her sister, Felicity, in Starling City? Do they know about each other? Is Becca going to have a Catwoman TV show? Is that Kara with her? Why did Sin dare Artie and Tina to join Glee Club? Was Hunter Clarington just Cooper’s new identity (which is why he looked too old for high school)? When Sebastian said to get things straight did he mean it literally? ‘Being nice sucks’ did he mean being a super hero? I’m confused bye