Back in October, it was announced that DC Entertainment and Mattel were teaming up to package a gallery of famous DC super heroines specifically for young girls (and their mothers) with their line of “DC Super Hero Girls” dolls, graphic novels, and animated shorts. Last year’s New York Comic Con had an entire section devoted to showcasing this franchise. Yesterday (February 9), ICv2 reported that the expansion of the line was progressing splendidly with an exclusive merchandising agreement with Target and an animated special heading towards the Boomerang cable channel.
The “DC Super Hero Girls” line of merchandise includes toys, clothing, make-up, and other accessories catering towards girls in similar ways to Mattel’s other big franchise, “Barbie”. Considering Wonder Woman has literally been both a mythical princess and a super hero for almost 75 years, one may be amazed that neither DC Comics nor Warner Brothers thought to use her to cater to girls (akin to Disney’s “Princesses” line) until 2015. An alliance between DC Entertainment and Target continues on a trend between the two corporations; in 2014 the direct-to-video animated film “JLA Adventures: Trapped in Time” was produced to be sold exclusively at Target’s stores months ahead of other retailers. The “DC Super Hero Girls” are scheduled to hit the shelves of Target stores nationwide in March.
Boomerang (a digital and satellite channel run by Turner Broadcasting, a subsidiary of Warner Brothers) will air an animated 44 minute “DC Super Hero Girls” special later this year. Short animated clips of the girls at their school had been revealed online on their website as well as other social media channels. Other original animated DVD’s will be offered by the line later this year (much like the “Batman Unlimited” line has been doing for boys). A “DC Super Hero Girls” app will also launch later in 2016. Boomerang usually has access to the entire Warner Brothers animated library, although most of their Batman and Superman animated projects have been licensed to other networks. Some related material, such as “Teen Titans GO!”, airs in syndication on Boomerang.
Merely acknowledging that girls are a viable target of superhero merchandising can seem like an uphill battle. As late in coming as the line may seem, it still seems leagues ahead of Disney’s efforts; the “house of Mouse” has been extremely hesitant to welcome girls into their Marvel Cinematic Universe or Star Wars franchises with much vigor, considering that demographic served with their “Princess” line.