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DC and Mattel are launching 'DC Super Hero Girls,' aimed at girls aged 6-12

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More positive developments from the world of Superhero Entertainment Aimed At People Who Aren’t Dudes: Warner Bros. and DC Entertainment announced a partnership with Mattel today, for a new line of action figures and cross-platform entertainment called “DC Super Hero Girls.” With an eye toward the 6-12 demographic, DCSHG will focus on female superheroes (and villains!) during their childhood and teen years.

Announced characters include Wonder Woman, Supergirl, Katana, Bumble Bee, Batgirl, Harley Quinn, Poison Ivy, with the promise of more to come. (Presumably, there will be no shortage of Batman-Family characters: Bring on Spoiler!) The fall launch will include “an immersive digital experience, original digital content and digital publishing,” plus TV specials, apparel, and books.

It’s an especially noteworthy announcement given the recent controversy over the lack of Black Widow action figures in Marvel’s current line of Age of Ultron merchandise. “DC Super Hero Girls” will also feature an initiative with Random House Children’s Books, with books appearing in next spring. There will also be a LEGO tie-in, because someday the whole world will be LEGO.

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