Skip to main content

'DC Super Hero Girls' Product Launch Coming From Target, Mattel, and Boomerang


The anticipated rollout of DC Comics' "DC Super Hero Girls" is coming next month full of new products designed for young girls, filling a market that's long been ignored. Action figures, dolls, costumes, toys, sleepwear, and more are hitting Target stores in March folowed by a world-wide release in July. There's also a planned animated special on the  Boomerang network. 
"Superheroes at DC Comics traditionally have been targeted toward men and boys, so targeting girls is the smart economic thing to do," said Laura Martin, senior entertainment analyst at Needham & Co. "That DC Comics is focusing on the less well-served target market is smart business."
 Despite the long list of wonderful female characters in the DC universe, they languished for decades, ignored as far as it came to merchandising and product development. Plenty of toys were made featuring the male heroes like Superman, Batman, Green Lantern, but targeted to only boys. Diane Nelson, who runs DC Comics and Warner Bro.'s consumer products business, realized that had to change. Billions are being spent by consumers on girls' toys but DC lags behind in that market and the superhero segment overall. 



Marvel, under the marketing muscle of Disney, has dominated the superhero business with a consistent stream of movie blockbusters, the number one comic book publisher, and hit television shows. It's virtually impossible to avoid some type of Marvel marketing. Brand awareness is something DC is working on with this onslaught of "DC Super Hero Girls" products. It's already released a series of animated online shorts featuring younger versions of Wonder Woman, Harley Quinn, Poison Ivy, Katana, Bumblebee and other DC heroes in high school. It's aimed at girls 6-12 years old and shows the varied personalities of the heroines like a studious Wonder Woman, a troublemaker in Harley Quinn, and a quirky Supergirl.
"I think [girls] have been ignored for a long time," said Deborah Snyder, who is producing "Wonder Woman," "Justice League" and other films for Warner Bros. "Girls like action. It's important for girls to see themselves as the hero."
 The DC world building has taken off on the small screen espcially with shows like 'Arrow,' 'The Flash,' and 'Supergirl.' They all feature heroic female characters with 'Supergirl' drawing an average of 10 million viewers a week. Wonder Woman is getting her first live-action appearance in March's 'Batman V Superman: Dawn of Justice' film before getting her own solo film in 2017.

 Two years ago, investors asked where were the female heroes? DC and Warner Bros. have made progress leading to this comprehensive initiative of 'DC Super Hero Girls' to appeal to young girls as consumers with a wide product launch. 


Source: Los Angeles Times

Comments

  1. Young girls weren't ignored with the superhero comics market. Supergirl, Wonder Woman, Batgirl--they weren't created for girls. They were born out of male interest, catering to young male interest. Why is that wrong? Women now cater to young girls, with Steven Universe and such. Why try to convert something of male interest to female interest, as if it's "about time" that it happened?

    ReplyDelete
    Replies
    1. By the way, "DC Super Hero Girls"? Harley Quinn and Poison Ivy are villains. They're not created as role models--they're mad criminals.

      Delete

Post a Comment

Popular posts from this blog

REVIEW: 'Cyber Force' #1 by Matt Hawkins, Bryan Hill, and Atilio Rojo

Cyber Force is back! A reimagining from Matt Hawkins and Bryan Hill introduce a new beginning for the classic series.


CYBER FORCE #1
Writer: Matt Hawkins, Bryan Hill Artist: Atilio Rojo
Letterer: Troy Peteri Publisher: Image Comics Release Date: March 28, 2018 Cover Price: $3.99
Score: ★★★★☆ (4/5)
You don't have to be familiar with the original series to enjoy this new iteration. In fact, 'Cyber Force' #1 is your prototypical origin story where the players are introduced including a devastatingly lethal villain.  It opens with said villain striking a huge terrorist strike brought vividly to life by Atilio Rojo. Humanity has become too dependent on technology and this act of terrorism is supposed to be the first wave of resistance, a preventive measure to keep humans from destroying themselves. In the aftermath of the attack of one of the world's biggest technology companies, one man survives, Morgan Stryker, maimed and severely wounded, unknowingly undergoes a transform…

REVIEW: 'Slots' #1 by Dan Panosian

Created, written, and drawn by Dan Panosian, 'Slots' #1 is his baby and he has a story to tell at his own damn pace. This beautifully illustrated story is centered squarely on former boxer Stanley Dance and his attempt to find redemption despite being someone without many redeeming qualities.


SLOTS #1 
Writer: Dan Panosian Artist: Dan Panosian Publisher: Image Comics Release Date: October 4, 2017 Cover Price: $3.99
Score: ★★★★☆ (4/5)
'Slots' is more of a character study than a rip-roaring crime caper but Panosian's protagonist is a charming cad, full of confidence, capable of swindling you out of a restaurant bill with a devilish grin on his face. He's headed back to Vegas to fulfill a favor he owes. He returns to his old haunts where everyone knows him and knows he must be playing some kind of angle. 'Slots' succeeds because Stanley is so magnetic even when he's a jerk he's interesting. So following him around town meeting up with old friends is…

Fred Van Lente & CAFU Decode ARMSTRONG AND THE VAULT OF SPIRITS #1

Valiant announces ARMSTRONG AND THE VAULT OF SPIRITS #1 – a hard-charging, standalone special coming this winter from New York Times best-selling writer Fred Van Lente (ARCHER & ARMSTRONG, Incredible Hercules) and red-hot rising star CAFU (RAPTURE)! On February 7th, join in a riotous celebration for the ages as Armstrong, for the very first time, uncorks the ancient mysteries of his centuries past – and dares his closest comrades into the adventure of several lifetimes!

Deep beneath New York City’s seediest dive bar, Armstrong – the hard-hitting, harder-partying immortal veteran of history’s greatest escapades – is hosting an invitation-only affair for his most beloved friends and allies! Archer… Ivar, Timewalker… Faith… Quantum and Woody… And special guests from across the Valiant Universe… All have been offered a seat at the table for a personally guided tour of Armstrong’s most valuable and tightly guarded treasure… From the Great Flood to ancient Greece to the height of the C…

PREVIEW: 'John Wick' #2 by Greg Pak and Giovanni Valleta

John Wick's origin story continues! In the underworld of El Paso, Texas, a familiar face introduces an ex-con named John Wick to the local branch of the mysterious Continental Hotel, a neutral zone where professional killers spend their downtime. But can John adhere to the rules of the Continental? Or will his search for vengeance destroy his chances for a peaceful life? Also... does John Wick actually have...a cat?


John Wick #2

writer: Greg Pak
artist: Giovanni Valleta
cover: Giovanni Valleta (A)
            Jock (B)
            Photo cover (C)

In Stores 04/18/2018

FC  |  32 pages  |  $3.99  |   Teen + 





PREVIEW: 'BEAUTIFUL CANVAS: Collected Trade' by Ryan K Lindsay, Sami Kivela, and Triona Farrell

Coming next week from Black Mask is BEAUTIFUL CANVAS, an elegant, gorgeously rendered, insanely twisted story that's kind of like The Professional if Leon was a queer hitwoman and Matilda was a boy with powers.


Written by Ryan K Lindsay (Eternal, Negative Space, DC Writers Program), illustrated by Sami Kivela (Abbott), and colored by Triona Farrell (Doctor Who), Beautiful Canvas was a breakout buzz book in 2017 that continues to garner increasing acclaim and attention.
Synopsis:
Beautiful Canvas is 2017's smash hit warped crime miniseries about Lon Eisley discovering the similarities and differences between her job as a hitwoman and her new role as a mother-to-be when she finds out her girlfriend is pregnant.

Going from destroyer to creator/protector is a major swerve, but parents still have plenty of violent and brutal moments to contend with, especially when the world is full of pyrokinetic sleeper agents, animal/hybrid muscle-squads, and one hell of a nasty boss pulling your…