A press release hit my inbox today that had me genuinely excited. My wife and I have shared our love of superheroes with our daughters since their birth, and thus I’ve shared their own growing love of superheroes with readers of this very website — so the news of DC Entertainment, Warner Bros. and Mattel teaming up for what they’re calling “A New Superhero Universe Designed Just For Girls” really hit the spot. DC SUPER HERO GIRLS debuts this Fall, bringing with it “an immersive digital experience, original digital content and digital publishing—providing opportunities for girls to interact with characters, learn about the storylines, and engage in customizable play.” In 2016 we will see toys (including “Mattel’s first Action Figures for Girls”), TV specials, movies, apparel, books and more, all with the goal of “building character and confidence, and empowering girls to discover their true potential.” We’re in, and if you follow my social profiles for THE ROCK FATHER, then you already know why. It was just last Friday that we had “Breakfast With the Superheroes” here with Supergirl and Wonder Woman, but that’s happened before…
From the Official Announcement: 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.
As master toy licensee, Mattel is collaborating with DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products on DC SUPER HERO GIRLS’ narrative creation, interactive digital activations and ultimately a toy line launching in 2016. 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.
Random House will also publish books, while DC Comics will handle comics and graphic novels. LEGO will also be involved, with new building sets based on the DC SUPER HERO GIRLS franchise.
We already have a pretty robust collection of superhero figures here at HQ (right down to the Fisher-Price Little People versions), but having some new offerings for an underserved niche will be a welcome thing, and I look forward to sharing some new adventures with The Rock Daughters in the years ahead.
Stay tuned for more on DC SUPER HERO GIRLS as I have it…