UK retailers power up for launch of the DC Super Hero Girls licensing and merchandise programme Warner Bros. Consumer Products - August 2016

This summer Warner Bros. Consumer Products UK (WBCP UK) is taking DC Super Hero Girls to the front line of UK retail in a series of promotions and high profile listings to support the UK roll out of the all-new Super Hero universe for girls.

DC Super Hero Girls harnesses the power of DC female Super Hero characters including Wonder Woman, Supergirl and Batgirl and product sales are about to take flight as UK retail partners come out in force to support the first wave of consumer products that are now rolling out locally and in more than 35 countries around the world.

“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, President, Warner Bros. Consumer Products.

Partnerships with toy stores, grocers, high street generalists and online retailers including Smyths, Toys R Us, Tesco, Asda, Sainsbury’s, Argos and Amazon will support the official merchandising program that covers more than 30 categories from toys to costumes, apparel to accessories, publishing to stationery and more.

Anchored by master toy partner Mattel and global licensees including Random House Children’s Books as master publishing partner, The LEGO Group as the exclusive construction partner and Rubie’s Costumes, UK licensees are signing up to get in on the DC Super Hero Girls action. They include fashion licensees Smith and Brooks, Global Licensing and Blues Clothing for daywear and Aykroyds & Sons and Cooneen for nightwear.

In the Gift and Stationery category Pyramid will be launching posters, badges, mugs, key chains and notebooks this Q4; whilst the publishing category will include activity books and fiction from Penguin Random House.

DC Super Hero Girls webisodes can be seen on the DC Super Hero Girls dedicated website at www.dcsuperherogirls.com and social media activity has been ever-present across Facebook, YouTube and Instagram.

March saw the launch of the DC Super Hero Girls App for iOS and Android, which features a new Harley Quinn Mallet Mayhem game; a Batgirl Puzzle Lab game and videos, including additional episodes from Season 2. The WBCP UK licensing and merchandising program will continue to roll-out in the market with other cross-category items and further support of the franchise with more content from the Studio.