In a move that defies decades of precedent for the toy industry, Target will join with Mattel and DC to sell a complete line of superhero toys marketed toward girls. The "DC Super Hero Girls" line of products will include action figures, dress up toys, apparel, accessories, and books, and will coincide with a 45 minute television special to debut on Boomerang in March.
"We're exploring a radical new concept where we consider that girls might be actual humans who are interested in super heroes just like boys are," said Target founder and president Stanley Target. "I know it's risky, but we're willing to take the chance in the name of making money."
DC Super Hero Girls harnesses the power of the world's most iconic female characters from DC Comics, including Wonder Woman, Supergirl, and Batgirl, as they learn to hone their super powers in a high school setting and gives young fans the chance to play, watch, read and be inspired to discover their full super power potential. Even not-boys, or, as they're sometimes known, girls.
Check out the press release below:
Global Master Toy Licensee, Mattel, Among Other Key Partners, Debut Brand-New Merchandise Collection for Girls Available Exclusively at Target
All-New Television Special to Debut on Turner's BOOMERANG Timed to Retail Launch in March
Warner Bros. Consumer Products (WBCP) and DC Entertainment (DCE), in partnership with Mattel, announced an exclusive partnership with Target Corporation (NYSE: TGT) to offer a first-look at the DC Super Hero Girls merchandise collection, featuring a special assortment of merchandise across multiple categories, including toys and dress up, apparel and accessories, publishing and more, to be sold exclusively at Target, beginning in March 2016. DC Super Hero Girls harnesses the power of the world's most iconic female characters from DC Comics, including Wonder Woman, Supergirl, and Batgirl, as they learn to hone their super powers in a high school setting and gives young fans the chance to play, watch, read and be inspired to discover their full super power potential.
Boomerang, a division of Turner, will also be the exclusive broadcast partner for DC Super Hero Girls, with Boomerang as the official broadcaster to bring the first animated television special and the series of animated digital shorts to viewers. From award-winning Warner Bros. Animation in partnership with Mattel's Playground Productions, the first 44-minute television special is slated to premiere this Spring. The DC Super Hero Girls digital animated shorts will also be featured on Cartoon Network's CN App, giving fans the opportunity to explore the DC Super Hero Girls universe and get to know the Super Heroes. Additionally, the first of a series of DC Super Hero Girls made-for-videos is scheduled for release later this year, from Warner Bros. Home Entertainment.
"It's time for girls to get their capes on and envision themselves as strong, powerful and connected beings at the center of their own superhero story, and DC Super Hero Girlsprovides a brand-new, robust universe to do just that," said Diane Nelson, President of DC Entertainment, President of Warner Bros. Consumer Products and President & Chief Content Officer of Warner Bros. Interactive Entertainment. "The toys, dolls, action figures and books that are rolling out at Target this spring, combined with the fun animated series currently online, feature stories of empowerment, inspiration and optimism that are relatable to girls. This program is changing the face of superhero culture, and we are really proud of that."
Target prides itself on keeping a pulse on pop culture, and we have a legacy of getting behind the hottest franchises to bring our guests exclusive merchandise from their favorite movies, television shows and characters," said Scott Nygaard, senior vice president of merchandising, Target. "We are thrilled to be working with some of the industry's leading partners to introduce a new generation to these inspirational characters, and know fans of all ages will embrace these beloved and iconic heroines as they build new memories."
DC Super Hero Girls merchandise will fly onto shelves nationwide, exclusively at Target, beginning in March 2016. Featured products from the new line include: toys, dress up, apparel, accessories, publishing and more. Master toy partner Mattel unveils its new DC Super Hero Girls collection, featuring the industry-firsts: the first-ever 6-inch action figure designed for girls; first 12-inch collection of action dolls featuring strong, athletic bodies that stand on their own in heroic poses; and first-ever action role-play toys for girls.
The DC Super Hero Girls global merchandise program will hit retail worldwide, beginning in July 2016, offering a wide range of product to fans around the world.
Additionally, WBCP, DCE and Mattel will be launching a DC Super Hero Girls App in March, allowing fans the opportunity to watch the animated shorts, play games, interact and connect with the DC Super Hero Girls world – taking the DC Super Hero Girls whenever and wherever they go.