DC launches superhero campaign for girls
Brian Truitt
Little girls are getting some superhero action figures of their very own.
The new DC Super Hero Girls initiative is bringing new teen versions of DC Comics' most notable female comic-book characters to kids 6-12 on a variety of platforms including digital content, toys, TV specials, comics and apparel.
Announced Wednesday, the partnership between DC Entertainment, Mattel, and the animation and consumer-products divisions of Warner Bros., launches this fall with online experiences for girls to get to know these stylized takes on characters such as Batgirl. Supergirl, Harley Quinn, Poison Ivy and Wonder Woman. Books, videos, toys and other merchandise will follow throughout 2016.
The campaign is the next step in comic publishers trying to broaden their older and heavily male fan base. Last year DC launched titles such as Gotham Academy and retooled Batgirl to win over new female readers while Marvel Comics recently gave a makeover to Spider-Woman and put an emphasis on its popular Spider-Gwen heroine in order to reach the same contingent.
"DC Super Hero Girls represents the embodiment of our long-term strategy to harness the power of our diverse female characters," said DC Entertainment President Diane Nelson in a statement. "I am so pleased that we are able to offer relatable and strong role models in a unique way, just for girls."