Warner Bros. & DC Expand Super Hero Girls L&M


BURBANK: Warner Bros. Consumer Products and DC Entertainment are expanding the licensing and merchandising program for DC Super Hero Girls into more than 35 countries around the world.

Led by master toy partner Mattel, DC Super Hero Girls products span more than 30 categories, including toys, costumes, apparel, accessories, publishing and stationery. Random House Children’s Books is serving as master publishing partner, with The LEGO Group as the exclusive construction partner. Among many other global licensees are Rubie’s Costumes, Evy of California, Jerry Leigh, Party City, Hallmark, American Greetings, Franco Manufacturing, Funko, Buffalo Games, Crayola and PEZ Candy.

Licensees from EMEA include IMC with youth electronics and role-play items; D’Arpeje with an outdoor collection of scooters, skates and protective gear; Sambro with pocket money and creative-play items; Character World with bedding; Pyramid with posters and gifting accessories; and Airval with personal-care products, including fragrances and bath gift sets.

Latin American licensing partners include Photo Pack with leisure luggage and handbags; Regalos Siglos XXI with dinnerware; Importadora y Exportadora Rosen with backpacks; Foroni with school notebooks; Grendene with sandals; and Riachuelo with such apparel as jackets, blouses, shorts and dresses.

In the Asia Pacific, DC Super Heroes-themed stores are opening in China, Singapore and Malaysia. The region includes such licensees as PT Rajapaksi Adyaperkasa with footwear and PT Indo Prima with housewares for kids. Additional licensing partners include Caprice with apparel, outerwear and housewares for kids; Mitch Dowd with sleepwear; and Hunter Leisure with arts and crafts, stationery and sporting goods.

“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 follows the female heroes and villains of the DC universe during their high school years, before they discovered the full potential of their superpowers. Branded merchandise will be available at retailers around the globe starting this month. The property continues to have new content developed in collaboration with Warner Bros. Consumer Products, DC Entertainment, Warner Bros. Animation and Mattel, including TV specials, made-for-video releases, animated webisodes and digital content, premiering locally in each market, as well as publishing, with the release of the first original graphic novel—DC Super Hero Girls: Finals Crisis—from DC, and the Random House Children’s Books middle-grade book series’ second installment, Supergirl at Super Hero High, both of which are hitting retail this month.