As a big fan of Supergirl, I am always very happy to see her cross over into the mainstream. As the father of three supergirls at home, three budding Supergirl fans, I am ecstatic when Supergirl crosses over into the mainstream of their world.
Warner Bros. is turning to Supergirl to battle Disney for a piece of the girls market the Mouse House dominates with its Princess franchise.
The studio has teamed with JCPenney to launch Supergirl as a lifestyle brand aimed at 8- to 12-year-old girls with clothing that prominently features the S-shield.
Warner Bros. Consumer Products enlisted five-time gymnastics Olympic medalist Nastia Liukin to lend her name to the new line as its spokesperson and push a message of empowerment.
Products, made up of T-shirts, dresses, dancewear and other apparel, will be priced from $20 and $38 and hit store shelves July 20, timed for the back-to-school season.
The Supergirl by Nastia line is the first of several new products WBCP is expected to introduce around the high-flying heroine after focusing heavily on the 6- to 8-year-old boys market using DC characters like Batman and Superman.
Warners saw an opportunity with Supergirl because "the Supergirl S-shield is embraced the world over as a symbol of girl power," said Brad Globe, president, Warner Bros. Consumer Products.
The studio has spent the past four years supporting female athletes with the Supergirl Jam, an all-girls action sports competition and music festival, and this month, launched the inaugural Nastia Liukin Supergirl Cup, to honor the accomplishments of young, rising female gymnasts.
I had heard of the Nastia Liukin Supergirl Jam before but never paid too much attention to it. But this seems like the perfect cross-cultural exposure of the character mixing the heroics and power of Kara with the accomplishments of the Olympic medalist. And the line is coming out in time for 'back to school'. My guess is that I will be shopping with the three supergirls when this is released.
If I were DC, I would piggy back on this phenomenon. What great exposure for the character! Now would be the time to get these new Supergirl fans interested in her comic book adventures.