DC Super Hero Girls retail program goes global

The Warner Bros. and DC Entertainment brand is expanding its L&M reach across 35 countries in Europe, the Middle East, Asia, Latin America and Asia-Pacific.
July 14, 2016

DC Super Hero Girls is flying into new territories as Warner Bros. Consumer Products, in partnership with DC Entertainment, has announced the global expansion of the brand’s licensing and merchandising program.

Anchored by master toy partner Mattel, the global merch launch spans more than 30 categories including toys, costumes, apparel, accessories, publishing and stationery. The expansion will be available at retail in more than 35 countries beginning this month.

Random House Children’s Books has been appointed as master publishing partner, while The Lego Group has the exclusive on the construction category.

Additional licensees include Rubie’s Costumes, Evy of California, Jerry Leigh, Party City, Hallmark, American Greetings, Franco Manufacturing, Funko, Buffalo Games, Crayola and PEZ Candy. A number of licensees—including D’Arpeje, Sambro, Character World, Pyramid and Airval—are from Europe, the Middle East, Asia, Latin America and Asia-Pacific.

Warner Bros. Consumer Products, DC Entertainment, Warner Bros. Animation and Mattel will continue to collaborate on new content, which will include TV specials and made-for-video releases, as well as animated webisodes and digital content set to debut locally in each market.

Additionally, the first original graphic novel DC Super Hero Girls: Final Crisis and the Random House Children’s Books middle-grade novel series’ second book, Supergirl at Super Hero High, will be available at US retailers this month.

The DC Super Hero Girls universe harnesses the power of the most iconic DC female superheroes and villains, including Wonder Woman, Supergirl and Harley Quinn. Targeting girls ages six to 12, the brand focuses on the characters’ formative high school years as they discover their unique abilities.

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