U.K. Retailers On Board DC Super Hero Girls L&M Program

LONDON: Warner Bros. Consumer Products UK (WBCP UK) has added retail partners for the rollout of the first round of items in the DC Super Hero Girls L&M program.

DC Super Hero Girls features Wonder Woman, Supergirl, Batgirl and other female super heroes. WBCP UK has secured partnerships with retailers such as Smyths, Toys “R” Us, Tesco, Asda, Sainsbury’s, Argos and Amazon to support the official merchandising program in the U.K. Covering more than 30 categories, the program encompasses toys, costumes, apparel, accessories, publishing, stationery and more.

Product sales for DC Super Hero Girls have rolled out in the U.K. and in more than 35 countries. In the gift and stationery category, Pyramid will launch posters, badges, mugs, key chains and notebooks in the fourth quarter of the year. The publishing category will include activity books and fiction from Penguin Random House. The WBCP UK licensing and merchandising program will continue to roll out in the market with other cross-category items and additional content from the studio.

The consumer products rollout is led by master toy partner Mattel and global licensees such as Random House Children’s Books as master publishing partner, The LEGO Group as the exclusive construction partner, and Rubie’s Costumes. Additional U.K. licensees include Smith and Brooks, Global Licensing and Blues Clothing for daywear, and Aykroyds & Sons and Cooneen for nightwear.

“With our best-in-class licensees and partners, we’re excited to bring this girl-empowered program to fans around the world and allow them to imagine, aspire and be strong, brave and powerful,” said Pam Lifford, the president of Warner Bros. Consumer Products.

DC Super Hero Girls webisodes can be seen on the dedicated website. The DC Super Hero Girls app for iOS and Android launched in March and features games and videos, as well as additional episodes from season two.