In a move that could shake up both the comics and toy industries, DC Comics recently announced that it's launching a new superhero universe for girls, including comics and action figures.
DC Super Hero Girls will feature iconic female DC Comics superheroes as teens and will arrive in comic book stores and retail outlets later this year.
Girls can expect all their favorite superheroines in DC's new line: Wonder Woman, Batgirl, Bumblebee, Katana, Harley Quinn, Supergirl and Poison Ivy. The new campaign also features original interactive digital content for girls, followed by toys (thanks to a partnership with Mattel), TV shows and other products. There's also a partnership with Lego in the works.
"DC Entertainment is home to the most iconic and well-known Super Heroes including Wonder Woman, Supergirl and Batgirl," says 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 in a unique way, just for girls."
DC also plans on working with Random House Books for Young Readers to publish a series of graphic novels for the DC Super Hero Girls universe.
Earlier this year, DC received a much-publicized letter from 11-year-old Rowan Hansen complaining about the lack of female superhero action figures for a Justice League line. Of the 12 figures available at the time, only two were female.
"I'm a girl, and I'm upset because there aren't very many girl superheroes or movies and comics from DC," Hansen wrote.
She also wrote about her frustration at the lack of female superheroes in movies, including Wonder Woman.
Now, Hansen, and other girls like her, have much to look forward to: not only is DC launching this new line specifically for them, but there's also a Wonder Woman movie in the works (as well as Captain Marvel film over at Marvel Entertainment).
This move from DC also comes after a failure by Disney and Marvel to feature Black Widow and Scarlet Witch on any of their Avengers: Age of Ultron merchandise. Let's hope that DC's move sparks a competitive nerve in Marvel, which has, so far, done a lousy job of including its female superheroines in its merchandising efforts.
We hope this step by DC is the first of many that finally eliminates the ugly "pink aisle" of girls' toys and makes superheroes accessible to all.
[Photo Credit: DC Comics]
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