WB and DC Entertainment has made quite the initiative with Mattel to launch DC Super Hero Girls. The new universe will look to empower girls through the narratives of teen versions of DC vets like Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy, Katana and then some.
The aim of the initiative to help build storytelling that helps build character and confidence during the formidable years of young girls aged aged 6 to 12. That and sell stuff to a whole new untapped demographic.
Mattel is set launch the company’s First Action Figures for Girls. The initiative will also include digital content, TV specials, made-for-videos, publishing, toys, apparel amongst other products.
Random House Children’s Books is also slated to be a Master Publishing Partner, with the LEGO Group will be Exclusive Construction Partner.
Richard Dickson, President, Chief Operating Officer, Mattel, had this to say about DC :
Partnering with the best and being the best partner is of paramount importance. Together with Warner Bros. and DC Entertainment, the DC Super Hero Girls franchise will further expand our already powerful girls portfolio. We know Super Hero is a culturally relevant theme and the DC Super Hero Girls franchise will engage and inspire girls, providing cues to explore heroic acts through play and into real life.
Diane Nelson, President of DC Entertainment in turn has said:
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.
In any case it is definitely a welcomed. We do need more stories that give girls narratives that reflect their experiences and ambitions in a unique format across entertainment fields.
DC Super Hero Girls is set to launch in Fall 2015 and will include an immersive digital experience, original digital content and digital publishing