Special to NYSportsJournalism.com
July 14, 2016: People may be talking about "Pokémon Go," but there is another group of characters seeking to move up the awareness chain among the masses.
There is a lot of power in the likes of Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumblebee and Poison Ivy, and Warner Bros. Consumer Products and DC Entertainment intend to use their energy to empower girls around the world.
DC Super Hero Girls, a licensing program that launched exclusively in Target locations in March, is going global, with merchandise in more than 30 categories now expanding to more than 35 countries in such regions as Europe, the Middle East, Asia (EMEA), Latin America and Asia-Pacific.
According to Pam Lifford, president for Warner Bros. Consumer Products, "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."
The strategy mirrors one already employed by Disney, which has united its princesses under an umbrella marketing, merchandising and licensing effort.
Partners include Mattel, Random House Children’s Books, LEGO Group, Party City, Hallmark, American Greetings, Franco Manufacturing, Funko, Buffalo Games, Crayola and PEZ Candy.
Merchandise includes toys, games, apps, books, creative arts & crafts, costumes, stationery, comic books, graphic novels, scooters, skates, in-line skates, sleepwear, an apparel collection (including jackets, blouses, shorts and dresses), TV specials, made-for-video releases, animated webisodes and digital content.
DC Super Hero Girls: Hero of the Year, produced by Warner Bros. Animation and DC Entertainment, is scheduled to be distributed by Warner Bros. Home Entertainment on Aug. 9 Digital HD and Aug. 23 on DVD
“We’re excited to bring DC Super Hero Girls to life and create an immersive world to help inspire young women like never before," Mary Ellen Thomas, vp-family & animation marketing for WBHE, said in a statement.
"These characters were developed with girls 6-12 in mind and will deliver epic story lines featuring strong females. It truly embraces and celebrates girls as they discover their own unique abilities," said Thomas.
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