Can Mattel Sell Girls on Superhero Action Figures?

Time Warner and Mattel want young females to be super, too

Provide news feedback or report an error

Confidential tip?

Send a tip to our reporters

Site feedback:

Take our Survey

By Kyle Stock

April 30, 2015 at 4:10 PM UTC

This article is for subscribers only.

This article is part of the May 4, 2015 issue of businessweek.

Barbie is a lovely girl, and she’s more accomplished every day. But she’s clueless when it comes to stopping a criminal mastermind. No worries. Toymakers and entertainment companies are looking to fill that deficit by molding a tougher cast of characters for young females: teenage superheroines. Time Warner’s DC Entertainment and Warner Bros. studio have teamed up with Mattel and Lego to introduce DC Super Hero Girls, adolescent versions of venerable comic book characters such as Wonder Woman and Poison Ivy, who will land on cartoons and TV shows, in toy stores, and on digital devices this fall. Publisher Random House also is planning a series of books for next spring.

Developed for girls from 6 to 12 years old, the product line is essentially bildungsroman via Batgirl. “Each character has her own story line that explores what teen life is like as a Super Hero, including discovering her unique abilities,” according to a Warner Bros. announcement. Time Warner, Mattel, and Lego declined to discuss the Super Hero Girls endeavor.