DC Entertainment, Warner Bros. Announce New 'DC Super Hero Girls' Details

New toys, merchandise aimed at girls aged 6-12 will launch in Target stores in March.
Courtesy of DC Publicity

Following its announcement last year, Warner Bros. Consumer Products and DC Entertainment have announced more details of the new DC Super Hero Girls line, with a new TV special and new merchandise readying for release in coming months.

Merch for the female-centric line, aimed at girls aged 6 to 12, will debut in Target stores next month, including apparel, accessories and toys based on such characters as Supergirl, Wonder Woman and Batgirl. That same month, WBCP, DCE and partner Mattel will release a DC Super Hero Girls app, which offers access to animated shorts and online games. Mattel will also offer a number of industry firsts — the first-ever six-inch action figures designed for girls, first 12-inch action doll line and first-ever action role-play toys aimed at a female market — as part of its contribution to the line.

The Super Hero Girls website and first of a number of animated shorts were unveiled last October, with 10 further shorts having debuted since then. As part of the wider roll out of the program, Boomerang has been announced as its exclusive broadcast partner with a 44-minute special to premiere on the network this spring. In addition, the first in a planned series of direct-to-DVD specials will be released by Warner Bros. Home Entertainment later this year.

The new DC Super Hero Girls product is likely to bolster DC's mainstream standing among female fans, coming on the heels of the success of CBS' Supergirl TV series. Warner Bros.' Wonder Woman, the first superhero movie since 2005's Elektra to focus on a solo female lead, will follow in 2017.

In a statement accompanying the announcement, Diane Nelson — DC Entertainment president, as well as president of Warner Bros. consumer products and president/CCO of Warner Bros. Interactive Entertainment — said that DC Super Hero Girls features "stories of empowerment, inspiration and optimism that are relatable to girls," adding that the line is "changing the face of superhero culture, and we are really proud of that."

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