US: Mattel partners with Target to launch new DC Super Hero Girls merchandise

Boomerang will also deliver the first animated TV special and a series of animated shorts based on DC Super Hero Girls.
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Mattel, Warner Bros. Consumer Products and DC Entertainment have announced an exclusive partnership with Target, which will see the retailer launch new DC Super Hero Girls goods.

Merchandise will be available across a range of categories, including toys, dress up, apparel, publishing and accessories, which will launch in the beginning of March.

Scott Nygaard, senior VP of merchandising at Target, added: “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 favourite movies, television shows and characters.

“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.”

Plus, Boomerang has also been named the exclusive broadcast partner for DC Super Hero Girls, and will deliver the first animated TV special and a series of animated shorts.

The first 44-minute is set to make its debut this spring, while the animated shorts will be shown on Cartoon Network’s CN App.

Diane Nelson, president of DC Entertainment, president of Warner Bros. Consumer Products and president and CCO of Warner Bros. Interactive Entertainment, said: “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.”

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