Mattel and LEGO sign with DC on new girls' franchise DC Super Hero Girls

Robert Hutchins

By Robert Hutchins

April 23rd 2015 at 11:18AM
UPDATED April 23rd 2015 at 11:30AM
Mattel and LEGO sign with DC on new girls' franchise DC Super Hero Girls

Mattel has signed as master toy partner for DC's first girl-focused super hero universe, DC Super Hero Girls.

Mattel and LEGO have signed on to launch ranges based on DC Entertainment’s first girl-focused super hero universe, DC Super Hero Girls.

The new franchise from DC Entertainment, Warner Bros. Animation and Warner Bros. Consumer Products, centers on a cast of female superheroes in their teenage years.

The cast will star Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy and more.

As master toy licensee, Mattel is working with DC Entertainment and Warner Bros. to launch a line of action figures and fashion dolls.

The first products from Mattel are scheduled to roll out in 2016.

“Partnering with the best and being the best partner is of paramount importance,” said Richard Dickson, president, chief operating officer, Mattel.

“Together with warner Bros. and DC Entertainment, the DC Super Hero Girls franchise will further expand our already powerful girls portfolio.

“We now Super Hero is a culturally relevant theme and the DC SuperHero Girls franchise will engage and inspire girls, providing cues to explore heroic acts through play and into real life.”

DC Super Hero Girls will launch this autumn across digital content and publishing, with TV specials, made for video movies, toys, apparel, books and more following in 2016.

“DC Entertainment is home to the most iconic and well known Super Heroes including Wonder Woman, Supergirl and Batgirl,” said Diane Nelson, president of DC Entertainment.

“DC super Hero Girls represents the embodiment of our long-term strategy to harness the power of our diverse female characters. I am so pleased that we are able to offer relatable and strong role models I a unique way, just for girls.”

The firm has revealed that LEGO will also be key to building the DC super Hero Girls franchise, with building sets primed to launch in the near future.