Especially appropriate now after all the Black Widow drama, (being excluded from Avengers: Age of Ultron merch, the Chris Evans and Jeremy Renner comments…), it seems girls are finally getting some good news! DC Entertainment, Warner Brothers Animation, Warner Brothers Consumer Products and Mattel have all teamed up to launch a new movement towards marketing to girls starting this fall- it’s called DC Super Hero Girls!
This is so much more than merely including female characters; it’s a female-centeric universe tailored to and for girls! Here’s an excerpt from the press release:
“DC Super Hero Girls, an exciting new universe of Super Heroic storytelling that helps build character and confidence, and empowers girls to discover their true potential. Featuring DC Comics’ most powerful and diverse line-up of female characters as relatable teens, DC Super Hero Girls will play out across multiple entertainment content platforms and product categories to create an immersive world.
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.
The initial launch of DC Super Hero Girls in Fall 2015 will include 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. TV specials, made-for-videos, toys, apparel, books and other product categories will begin to rollout in 2016.”
This will be a huge deal for young girls. Not having to buy things with their favorite characters depicted on them in the “boys” section of stores will hopefully start blurring that line between “girls” toys and “boys” toys. Girls aged 6-12, which the marketing push is catering to, are still deeply impressionable. It might be hard for some of them to break out their The Flash lunchbox while their friends are sitting around them with more “feminine looking” designs.
And for older girls, hopefully there will be a collective sigh of relief as we get a break from those ridiculously-placed keyhole openings in an otherwise perfectly functional suit!
Here’s another promising snippet from the press release:
“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.
The Random House Books for Young Readers imprint of Random House Children’s Books has been appointed the master publishing partner for the franchise and will be creating a portfolio of books that will bring the DC Super Hero Girls world to life, beginning in Spring 2016. Random House’s publishing program will be complemented by a series of original graphic novels from DC Entertainment. The LEGO Group will also be key to building the DC Super Hero Girls franchise, leveraging their experience and success engaging girls in creative construction play to bolster this universe through an array of LEGO® building sets designed to inspire girls’ imaginations. Additionally, consumer products partners around the world will be engaged in creating a merchandise line dedicated to DC Super Hero Girls across all key categories.”
As comic book and superhero fans, this is a great way to get girls involved in our world by making it just a little bit more accessible and inviting. This whole issue was summed up pretty well by a little girl named Riley whose rant on equality in merchandizing has since gone viral.
Well said! This is definitely a great step in an even greater direction! Kudos to all the companies involved in making this happen!
Category: Nerd Culture