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‘DC Super Hero Girls’ L&M Program Takes Flight


‘DC Super Hero Girls’ L&M Program Takes Flight

The all-new, younger-skewing universe of DC Super Hero Girls is ready to take the world by storm as Warner Bros. Consumer Products, in partnership with DC Entertainment, preps a global expansion of the brand’s licensing and merchandising program at retail in more than 35 countries throughout the month. WBCP And DC have lined up a solid group of best-in-class partners to bring Wonder Woman, Supergirl, Batgirl and the rest to shelves.

Anchored by master toy partner Mattel, the global merchandise launch spans over 30 categories with partners including Random House Children’s Books (master publishing), The LEGO Group (exclusive construction partner), Rubie’s Costumes, Evy of California, Jerry Leigh, Party City, Hallmark, American Greetings, Franco Manufacturing, Funko, Buffalo Games, Crayola, PEZ Candy, and more. A first look at the exclusive Target line was presented in March, including 6” and 12” action figures and action role-play items, all from Mattel.`

On top of the physical goods, WBCP, DC Ent., Warner Bros. Animation and Mattel are continuing to work together to create new entertainment content including TV specials, direct-to-video releases, animated webisodes and other localized digital content — as well as publishing, with a debut graphic novel DC Super Hero Girls: Finals Crisis (DC) and a second middle-grade novel from Random House Children’s out this month.`

The expanded DC Super Hero Girls merchandise program will bring an array of products to Europe, the Middle East and Asia (EMEA), Latin America, Asia-Pacific and more. Licensees throughout the EMEA region include IMC (youth electronics, role play); D’Arpeje (scooters, skates, in-line skates, protective gear); Sambro (pocket money/ creative play items); Character World (bedding); Pyramid (posters, gifting accessories); and Airval (personal care products).`

Key licensees from across Latin America include Photo Pack (leisure luggage, handbags); Regalos Siglos XXI (dinnerware); Importadora y Exportadora Rosen (backpacks); Foroni (notebooks); Grendene (sandals); and Riachuelo (apparel collection).`

Asia-Pacific will also bring the super heroic program to kids and fans in the region with licensees from Asia, Australia, Japan and more, including the DC Super Heroes branded stores in China, Singapore, Malaysia, which will be carrying a range of kids apparel; as well as PT Rajapaksi Adyaperkasa (footwear); and PT Indo Prima (houseware for kids). Additional licensees include Caprice (apparel, outerwear, houseware for kids); Mitch Dowd (sleepwear); and Hunter Leisure (arts & crafts, stationery, sporting goods).

DC Superhero Girls

DC Superhero Girls


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