Warner Bros. is partnering with toymaker Mattel Inc. to launch a product line based on female superheroes and villains from the studio's DC Comics division.
The Burbank studio's new line, which will debut in the fall, will be called DC Super Hero Girls and will target girls aged 6 to 12 years old. The joint venture includes Denmark’s Lego Group and publisher Penguin Random House Co.’s children’s books division.
The venture will compete against rival Burbank studio Walt Disney Co., which has been releasing superhero products since its acquisition of Marvel comics.
The first products will feature digital content with stories about the teenaged superheroes as they deal with their newfound powers. Next year, the DC Super Hero Girls’ line will debut toys, apparel, books, TV specials and direct-to-video programming.
Mattel, in El Segundo, has the master toy license for the products and also will participate in creating narratives for each character.