If you’re keen to see more diversity in the toys that are aimed at young girls, then you’ll probably appreciate a new line of superhero characters that is being launched this autumn.
Targeted at girls between six and 12 years of age, DC Super Hero Girls is “an exciting new universe of Super Heroic storytelling that helps build character and confidence, and empowers girls to discover their true potential,” says DC Comics in a statement.
The American comic book publisher has joined forces with Warner Bros. Consumer Products and Mattel to create a diverse line-up of favourite female superheroes and villains during their teenage years, including the likes of Wonder Woman, Supergirl, Batgirl and Poison Ivy. There will be action figures, clothes, books, TV shows and videos based on the powerful female characters. The Lego Group is also named as a partner on the project.
The initial launch of DC Super Hero Girls will include a digital experience, original digital content and digital publishing – providing opportunities for girls to interact with characters, learn about the storylines, and engage in customisable play. TV specials, made-for-videos, toys, apparel, books and other product categories will begin to rollout in 2016.
The creation is a big move for the comic book publisher (Brad Globe, President of Warner Bros. Consumer Products, has called it a “cultural moment”), but in a world of gendered marketing, it is one that is likely to be much welcomed by parents who want their daughters to aspire to be something other than a pretty princess.
