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Priya Motiani


DC Super Hero Girls Are Warner Bros.’ Latest Release! Are You Excited?

  • JWB Post
  •  February 17, 2016


Has it ever occurred to you how comic book characters have almost always been targeted at boys exclusively?

Diane Nelson, president of DC Entertainment (DCE), President of Warner Bros. Consumer Products (WBCP), and President & Chief Content Officer of Warner Bros., happened to notice this weird enough fact. And to rectify the situation, she’s in the process of launching a new superhero franchise for girls in the 6 to 12 age bracket.

“We realized there’s this untapped opportunity. There’s clearly demand in the marketplace to serve the young girl market,” said Diane.

As a result, we have Warner Bros’ DC Super Hero Girls hitting the stores real soon. Though, the global launch is anticipated in July.

“I think this is one of the most important things that DC will do. It’s changing the culture of what superheroes are,” said Geoff Johns, DC’s chief creative officer.

The Super Hero Girls program also consists of a huge range of products of the sort, which include Batgirl and Supergirl costumes, a Wonder Woman shield that fires plastic projectiles, and books. The DC folks are also planning to launch an app for the same in March.

Here’s what the related people had to say:

“Superheroes at DC Comics traditionally have been targeted toward men and boys, so targeting girls is the smart economic thing to do. That DC Comics is focusing on the less well-served target market is smart business,” said Laura Martin, senior entertainment analyst at Needham & Co.

“This is not a flash in the pan opportunity for us. We believe this is a big, big business,” seconded Diane.

“I think [girls] have been ignored for a long time. Girls like action. It’s important for girls to see themselves as the hero,” said Deborah Snyder, who is producing “Wonder Woman,” “Justice League” and other films for Warner Bros.

“I’m bullish on it. I think that girls are into it, and will embrace an action doll,” said Juli Lennett, NPD Group’s toy industry analyst, said of the DC Super Hero Girls products.

“She has to look strong and cute. But first and foremost she has to be a superhero,” said Missad.

Well, as for us, we are brimming with excitement to see how this project unfolds.

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