Warner Bros.’s DC Plots Female Superhero World

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DC's Female Super Heroes
Warner Bros. is developing new super hero products for girls

Warner Bros.’ DC Comics formed a partnership with Mattel Inc. to create TV specials, Web videos, books and action figures based on female characters like Wonder Woman.

The effort, called DC Super Hero Girls, is aimed at kids ages 6-12, Burbank, California-based Warner Bros., a unit of Time Warner Inc., said Wednesday in a statement. The shows and figures will highlight Supergirl, Batgirl and other characters including the eco-terrorist Poison Ivy. Lego Group will create building sets.

“Each character has her own storyline that explores what teen life is like as a superhero, including discovering her unique abilities, nurturing her remarkable powers and mastering the fundamentals of being a hero,” DC Comics said in a statement.

With Super Hero Girls, Warner Bros. and DC are trying to appeal to consumers beyond the core fanboy audience. The studio is working on a movie based on Wonder Woman, which will star Gal Gadot and be directed by Patty Jenkins.

The original digital videos based on Super Hero Girls will begin to appear later this year while Warner Bros. and its partners will offer TV specials, toys and apparel starting next year. Books from Random House and apparel are also part of the plan, DC said. Mattel will be master toy licensee.

Female superheroes could help Mattel replace sales from the Disney Princess line, which will pass to rival Hasbro Inc. next year. Hasbro also made a deal for Walt Disney Co.’s “Frozen” brand, a big hit among young girls.

“The DC Super Hero Girls franchise will further expand our already powerful girls portfolio,” Richard Dickson, Mattel’s chief operating officer, said in a statement. “We know superhero 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.”

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