One of the biggest transmedia initiatives that we’ve been excited about for the past year is DC SUPER HERO GIRLS, the joint op between Warner Bros. Consumer Products (WBCP) and DC Entertainment (DCE), in partnership with Mattel. I’ve posted about it frequently, but the biggest looming question has been “where and when can we get the goods?” Tonight that’s answered, as the parties involved have announced an exclusive partnership with Target Corporation to offer a first-look at the DC Super Hero Girls merchandise collection, featuring a special assortment of merchandise across multiple categories, including toys and dress up, apparel and accessories, publishing and more, to be sold exclusively at Target, beginning in March 2016. “DC Super Hero Girls harnesses the power of the world’s most iconic female characters from DC Comics, including Wonder Woman, Supergirl, and Batgirl, as they learn to hone their super powers in a high school setting and gives young fans the chance to play, watch, read and be inspired to discover their full super power potential.” I can tell you this – Target already gets a lot of our dollars, and this just locked us in for more. Check out more details on the rollout below…
From the Official Announcement: Boomerang, a division of Turner, will also be the exclusive broadcast partner for DC Super Hero Girls, with Boomerang as the official broadcaster to bring the first animated television special and the series of animated digital shorts to viewers. From award-winning Warner Bros. Animation in partnership with Mattel’s Playground Productions, the first 44-minute television special is slated to premiere this Spring. The DC Super Hero Girls digital animated shorts will also be featured on Cartoon Network’s CN App, giving fans the opportunity to explore the DC Super Hero Girls universe and get to know the Super Heroes. Additionally, the first of a series of DC Super Hero Girls made-for-videos is scheduled for release later this year, from Warner Bros. Home Entertainment.
“It’s time for girls to get their capes on and envision themselves as strong, powerful and connected beings at the center of their own superhero story, and DC Super Hero Girls provides a brand-new, robust universe to do just that,” said Diane Nelson, President of DC Entertainment, President of Warner Bros. Consumer Products and President & Chief Content Officer of Warner Bros. Interactive Entertainment. “The toys, dolls, action figures and books that are rolling out at Target this spring, combined with the fun animated series currently online, feature stories of empowerment, inspiration and optimism that are relatable to girls. This program is changing the face of superhero culture, and we are really proud of that.”
“Target prides itself on keeping a pulse on pop culture, and we have a legacy of getting behind the hottest franchises to bring our guests exclusive merchandise from their favorite movies, television shows and characters,” said Scott Nygaard, senior vice president of merchandising, Target. “We are thrilled to be working with some of the industry’s leading partners to introduce a new generation to these inspirational characters, and know fans of all ages will embrace these beloved and iconic heroines as they build new memories.”
DC Super Hero Girls merchandise will fly onto shelves nationwide, exclusively at Target, beginning in March 2016. Featured products from the new line include: toys, dress up, apparel, accessories, publishing and more. Master toy partner Mattel unveils its new DC Super Hero Girls collection, featuring the industry-firsts: the first-ever 6-inch action figure designed for girls; first 12-inch collection of action dolls featuring strong, athletic bodies that stand on their own in heroic poses; and first-ever action roleplay toys for girls.
The DC Super Hero Girls global merchandise program will hit retail worldwide, beginning in July 2016, offering a wide range of product to fans around the world.
Additionally, WBCP, DCE and Mattel will be launching a DC Super Hero Girls App in March, allowing fans the opportunity to watch the animated shorts, play games, interact and connect with the DC Super Hero Girls world – taking the DC Super Hero Girls whenever and wherever they go.
DC SUPER HERO GIRLS DC Super Hero Girls centers on the female Super Heroes and Super-Villains of the DC Comics universe during their formative high school 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, Bumblebee, 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 Super Hero Girls is a fun, immersive world that encourages girls to discover their own super-heroic potential with new animated shorts, TV specials, and made-for-video movies; as well as a merchandise program across all categories, and more. Random House Children’s Books continue to expand on its portfolio of middle-grade novels, with author Lisa Yee; and DC Comics continues to create original graphic novels, with writer Shea Fontana – both publishing programs bringing the DC Super Hero Girls universe to life in all-new stories that expand the world from what is featured in the animated content. Fans can discover more at DCSuperHeroGirls.com and through dedicated social media platforms, including YouTube, Facebook and Instagram.
