DC Entertainment announced details yesterday of “DC Super Hero Girls” a brand new initiative aimed at girls aged 6-12 featuring the iconic heroes and villains of the DC Comics universe during their formative years – prior to discovering their full super-powered potential.

The new universe will feature teenage versions of characters like Wonder Woman, Supergirl, Batgirl, Poison Ivy, Harley Quinn, Katana and more, each with their own storylines that include them discovering their unique abilities and mastering the fundamentals of being a hero (or villain).

Rather than just comics, however, the initiative – which is set to launch in fall 2015 – will cover multiple entertainment platforms, including TV specials, toys, apparel, books and more, with digital content and publishing providing opportunities for girls to interact with their favourite characters while learning about their individual storylines.

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

The LEGO Group will also play a key role in the DC Super Hero Girls initiative, using their expertise to help create an array of LEGO building sets intended to help inspire girls’ imaginations. Also heavily involved is established toy licensee Mattel, who will be launching a toy line in 2016 which features fashion dolls with strong, athletic bodies that stand on their own in heroic poses.

Richard Dickson, President and Chief Operating Officer of Mattel, added: “Partnering with the best and being the best partner is of paramount importance. Together with Warner Bros. and DC Entertainment, the DC Super Hero Girls franchise will further expand our already powerful girls portfolio. We know Super Hero is a culturally relevant theme and the DC Super Hero Girls franchise will engage and inspire girls, providing cues to explore heroic acts through play and into real life.”

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The writer of this piece was: Craig Neilson (aka Ceej)
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