DC Entertainment has launched a new line intended to appeal to younger female audience. DC Super Hero Girls is a collaborative effort between DC Entertainment, Warner Bros. Consumer Products and Mattel. It showcases some of the most popular DC characters as relatable teens in superhero stories.
Aimed at girls ages 6-12, the new website, launched on Thursday, October 1, and includes digital shorts, an online quiz “Which DC Super Hero Girl is Most Like You?” (I got Katana! Do I smell a new cosplay?), and Superhero Snapshots. Later this month will be the global roll-out of the digitally immersive world, which will have a dedicated presence across a number of social media platforms, including YouTube, Facebook and Instagram.
DC Super Hero Girls features a diverse line-up of female characters, including Wonder Woman, Batgirl, Katana, Harley Quinn, Supergirl, Bumblebee, and Poison Ivy. There are also a couple of male characters thrown in the mix: Beast Boy and Green Lantern. The site reads:
At Super Hero High, iconic Super Heroes like Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumblebee, Poison Ivy, and Katana navigate all the twists and turns of high school. United by friendship, the DC Super Hero Girls empower kids to shine with confidence and courage, especially while they combat those overwhelming, exciting, and awesomely awkward moments of growing up (sometimes super powers can be super stressful!)
Expect merchandising to be predominant. There is a “Coming Soon” banner across the “Products” section of the website. But it has been announced that DC Super Hero Girls will have a presence during New York Comic Con next week (October 8-11), with a behind-the-scenes panel session, and a sneak-peek look at upcoming products, which includes new 6” action figures and 12” scale action dolls by Mattel, specifically designed for girls. According to a statement on the DC Comics website, the action figures are “designed for girls” and the dolls will feature “strong, athletic bodies that stand on their own in heroic poses.” I am assuming this is DC’s attempt at shying away from the unrealistic body shapes of other popular dolls currently on the market.
“DC Entertainment has a deep and rich roster of strong female characters – both heroes and villains – that have inspired and empowered girls and young women for decades. From the iconic Wonder Woman and Supergirl, to the complex but compelling Harley Quinn and Catwoman, there is a character to whom every girl can relate, no matter what stage of life in which she currently finds herself,” said Diane Nelson, President of DC Entertainment and President and Chief Content Officer of Warner Bros. Interactive Entertainment, in a statement. “Girls want to experience the strength, action and optimism of Super Heroes too, and DC Super Hero Girls is part of our long-term strategy to offer a diverse array of strong female characters in a fun and action-packed universe, and through a world of epic storytelling on a variety of entertainment platforms. We could not be more excited and proud to debut today’s first phase of the important new universe for girls.”