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

DC Comics March Movie Poster Variant Covers are Fantastic

DC Comics may have outdone themselves with their running themed variant covers for the month of March 2015. After some fun and gorgeous variants in 2014 like Darwin Cooke (December), LEGO (November), and Bombshells (June) to name a few DC Comics is continuing to bring some creative covers in 2015. January will feature Flash throughout the company line in celebration of his 75th Anniversary, February will bring everyone’s favorite wild card, Harley Quinn, on DC covers, and perhaps the best mash-ups of comics and famous movie posters will arrive in March.

WONDER WOMAN OF THE DAY: Fitness Model Gia Macool Embodies the Amazon Princess

The closest we'll ever get, probably, to superheroes in real life is through the great work of cosplayers. You see them at every pop culture convention from the very basic to extremely elaborate costume design. However, you don't have to be a cosplayer to enjoy dressing up as your favorite superhero from time to time. Take fitness model and entrepreneur Gia Macool for example. An accomplished fitness competitor and model, Macool is also a big fan of DC Comics' Wonder Woman. She shows her love of the iconic Amazon Princess in her fitness wear, meal prep accessories and even a full blown photo shoot in a Wonder Woman costume. 

For decades comics have featured very muscular superheroes, male and female, epitomizing the human form at its strongest. So when bodybuilders and fitness pros decide to suit up as these costumed heroes, they are the embodiment of those fictional characters in the flesh. Macool looks like she stepped out of the pages of a Wonder Woman comic with a suit …

Fitness Women in Superhero Body Paint by J.M. Manion

J.M. Manion has long been a successful photographer covering the fitness and bodybuilding industry. He has photographed some of the strongest, well-defined physiques on the planet. He's also had a love of super-heroes and comic books. So much so that Manion began publishing his own comic book, Iron Siren Comics, featuring some of the fitness competitors he's covered as superheroes themselves. It's no wonder he sometimes incorporates superhero cosplay and body paint into photo shoots. Here are just some examples of his work:

REVIEW: 'Wasted Space' #6 by Michael Moreci, Hayden Sherman, and Jason Wordie

Now officially an ongoing! The whole fam damily is back! Billy visits a crooked politician. Dust and Fury make sweet bot-love in unsanitary locations. A ghost haunts Molly's visions of Rex. And Legion pets a dog. The galaxy is still totally borked, but maybe together they can un-bork it... oh, probably not.

WASTED SPACE #6
Writer: Michael Moreci Artist: Hayden Sherman, Jason Wordie Letterer: Jim Campbell Publisher: Vault Comics Release Date: February 6, 2019 Cover Price: $3.99
Score: ★★★★1/2 (4.5/5)
The second arc of Vault Comics' exceptional space opera "Wasted Space" blasts off in satisfying fashion when the gang crosses the galaxy to have a heart-to-heart with a one-percenter while Legion and the Creator contemplate the usefulness or lack thereof of humanity. It's another stellar chapter from Michael Moreci, Hayden Sherman, and Jason Wordie. 
'Wasted Space' has carved out a unique place for itself as more than just a sci-fi comic. It's one of the mo…

A Deadly New Killer Is On the Loose in Action Lab's 'Spencer & Locke 2'

The critically acclaimed, five-time Ringo Award nominee returns in SPENCER & LOCKE 2, from writer David Pepose and artist Jorge Santiago, Jr.!


Suspended by Internal Affairs, Detective Locke continues to grapple with the demons of his past alongside his trusty partner, his imaginary talking panther Spencer. But when Spencer and Locke face the murderous Roach Riley, a scarred soldier set on a mission of violence and terror, will their partnership become the latest casualty on Roach’s hit list? Fans of Calvin and Hobbes, Sin City, and Criminal will love SPENCER & LOCKE 2 from Action Lab: Danger Zone, hitting comic shops and digital devices April 2019!

SPENCER & LOCKE 2, Due in Stores And Digital Devices April 2019 From Action Lab: Danger Zone
Writer: David Pepose Artist: Jorge Santiago, Jr. Colorist: Jasen Smith Letterer: Colin Bell Cover Artists: Main Cover A by Jorge Santiago, Jr. (FEB191309; $3.99);  Variant Cover B by Maan House (FEB191310; $3.99);  Variant Cover C by Joe…