Warner Bros' Paul Bufton on why DC Super Hero Girls is a game changer for the girls' market

Jade Burke

By Jade Burke

April 18th 2016 at 10:34AM
Warner Bros' Paul Bufton on why DC Super Hero Girls is a game changer for the girls' market

Designed to give fans the chance to play, watch and read, Paul Bufton, VP of licensing and business development at Warner Bros. Consumer Products EMEA, believes DC Super Hero Girls will take the region by storm when it launches. Here, he reveals why the brand will be so crucial to the girls’ market.

Can you tell me the brief history behind the brand?

Warner Bros. Consumer Products (WBCP) and DC Entertainment, in partnership with Mattel, have joined forces to create DC Super Hero Girls, a new franchise and immersive world that brings the most iconic female characters from DC Comics together. It gives young fans the chance to play, watch, read and be inspired to discover their full super power potential.

What are your plans for the brand throughout 2016?

WBCP will debut DC Super Hero Girls’ global merchandise program in July 2016, as the international roll-out begins, offering a wide range of product, with girls aged from six to 12 in mind, across all categories.

These include the first-ever action figures, action dolls and role play for girls, from master toy licensee Mattel, dress-up and accessories from Rubie’s, publishing from Random House, and many local and regional licensees and partners supporting the program throughout EMEA.

More animated shorts will launch on DCSuperHeroGirls.com this year, with a TV special to come. The brand will also benefit from dedicated social media platforms on YouTube, Facebook and Instagram.

Are there any new categories you’ll be tapping into in the licensing space this year?

DC Super Hero Girls is generating huge interest across all categories throughout EMEA and will be represented across toys, apparel, publishing, gift and homeware, food and promotions, and more.

What are your expectations for the brand? How big do you think the brand will be in the girls’ space?

It’s exciting to bring DC Super Hero Girls to kids throughout EMEA with the help of all our licensees and partners to offer an immersive experience in this superhero universe.

Characters like Wonder Woman, Batgirl, Supergirl, Bumblebee, Katana, Poison Ivy and Harley Quinn embody strength, intelligence and determination, and they are the kind of positive and inspirational role models that parents want for their daughters and young women are demanding for themselves.

DC Super Hero Girls is definitely a game-changer and will take EMEA by storm when it launches this summer in the region.