DC Launches Female-Centric Universe With DC Super Hero Girls

DC Entertainment, Warner Bros. Animation, Warner Bros. Consumer Products and Mattel have teamed up to create a superhero storytelling universe that is geared entirely toward young girls.

DC Super Hero Girls will feature DC Comics’ female characters as relatable teens and will hit multiple platforms and product lines starting this fall.

The move stems partly from the surprise hit status of its female-centric comic Batgirl and the YA-themed Gotham Academy, but also from the growing rise and acknowledged power of female fandom.

The line, developed for girls ages 6 to 12, will feature heroes such as Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana and many more. The characters will be in their formative years and not quite at the top of their superhero (or -villain) game.

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“DC Entertainment is home to the most iconic and well-known Super Heroes including Wonder Woman, Supergirl and Batgirl,” said DC Entertainment president Diane Nelson. “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 first phase of the line will occur via content and publishing in the digital realm. TV specials, made-for-videos movies, toys, apparel, books and other product categories will begin to roll out in 2016. 

The goal is to create stories and products that will inspire, empower and offer culturally relevant themes.

Other initiatives will branch out beyond DC’s core publishing and screen entertainment content. Mattel plans to launch an action figure toyline in 2016, while Random House will create a portfolio of books. The Lego Group, also involved, will offer a line of building sets.