Alongside New York Comic Con, Mattel just unveiled DC SuperHero Girls. The 12-inch dolls and 6-inch action figures are designed by women, based on real-world female athletes instead of male-fantasy comic drawings.
With Wonder Woman front and center, Mattel hopes the new toy line can make up for declining Barbie sales and their soon-to-expire Disney licenses. I’m excited. I have a 2-year-old daughter whose main motivator in life is to equal her brother, a Batman-obsessed 4-year-old.
Mattel has a spotty record on dolls AND superheroes. Barbie has struggled to find progressive footing as long as I’ve been alive, and the new Batman Unlimited toys have the Caped Crusader fighting crime with an uninspired arsenal of robot animals. I don’t care what anyone says — the real Batman would never attack Solomon Grundy with an axe he just pulled from the back end of a tiny rhinoceros.
Still, I’m confident Mattel will knock DC Superhero Girls out of the park. It’s not just that they brought a bunch of real girls into the design process or even that they have incredibly deep well of female characters to draw from (their online cartoons already feature Katana, Catwoman, Star Sapphire and Jinx among others).
You see, Mattel has been making badass girl toys for years. You just didn’t notice because they were hidden in the preschool boys’ stuff. Continue reading SuperHero Girls? Mattel already makes badass girl toys