Mattel just unveiled their new line of action figures based on DC Super Hero Girls designs.
The new designs are meant to tone down the sexualizing of female characters, and focus more on their athleticism.
Mattel toy designer Christine Kim told Bloomberg
We wanted to have this very strong, toned body, but keeping in mind that they are still in high school, so they’re not fully mature yet. But they still look like they can save the day instead of being saved.”
DC Super Hero Girls follows female superheroes and supervillains of the DC Comics, prior to discovering their full super power potential.
Wonder Woman, Supergirl, Batgirl, Harley Quinn, Bumble Bee, Poison Ivy and Katana are just a few of the characters set to appear as teenagers and star in the new line of products, geared at girls aged 6-12.
In a statement, DC Entertainment President Diane Nelson said
DC Entertainment is home to the most iconic and well-known Super Heroes including Wonder Woman, Supergirl and Batgirl. DC Super Hero Girls’ represents the embodiment of our long-term strategy to harness the power of our diverse female characters. I am so pleased that we are able to offer relatable and strong role models in a unique way, just for girls.”
DC Entertainment and Warner Bros. will also collaborate with Random House Children’s Books and LEGO. Random House Books for Young Readers, an imprint of Random House Children’s Books, will act as publishing partner for the franchise, releasing a series of books about the DC Super Hero Girls starting in spring 2016. LEGO will produce building sets based in the DC Super Hero Girls world.
Mattel’s new line of DC SuperHero Girls 6-inch action figure and 12-inch dolls will be released this spring.