Warner Bros. to launch Supergirl merchandise

Studio teams with JCPenney on girls clothing line

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.

The girls market is just too lucrative to pass up.

Popular on Variety

Disney Princess has turned into a $4 billion-a-year juggernaut for the Mouse House since it bowed in 2000, selling apparel, toys, books, movies, games and other merchandise featuring nine characters like Snow White, Cinderella, “The Little Mermaid’s” Ariel, “Beauty and the Beast’s” Belle and now Tiana from “Princess and the Frog.”

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.

JCPenney will promote the line with circular advertising, direct mail and integrated social media, as well as in-store promotions and appearances by Liukin across the country later this year.

For the retailer, the new line “provides another compelling reason for customers to shop with JCPenney,” said Clark McNaught, senior VP and general merchandise manager of JCPenney’s children’s division.

More Scene

  • Coldplay - Chris Martin

    Grammys 2020: The Ultimate Party Guide

    Let the music play, indeed. The Grammys are just days away and dozens of parties are happening every night this week leading up to the big day, Sunday, Jan. 26. And the partying continues with several bashes following the ceremony. (All events listed are by invitation only unless marked otherwise; this list is being updated [...]

  • Jared Harris arrives at the 26th

    No, Jared Harris is Not Playing Doctor Octopus in Marvel's 'Morbius'

    The first-ever trailer for Marvel and Sony’s next Spider-man spinoff “Morbius” left comic book fans reeling with theories. While the plight of the main character, Dr. Michael Morbius (Jared Leto) – a scientist dying of a rare blood disease who accidentally turns himself into a vampire – seemed ripped right out of the comics, the [...]

  • Charlize Theron31st Annual Producers Guild Awards,

    Charlize Theron Says Megyn Kelly's 'Bombshell' Reaction Video Was 'Really Validating'

    Charlize Theron says it was “really emotional” to watch Megyn Kelly’s half-hour response video to “Bombshell,” the Oscar-nominated feature film that depicts the sexual harassment Kelly (as played by Theron) and several other women experienced from Fox News founder Roger Ailes. The video, which Kelly posted to her YouTube Channel on Jan. 9, shows Kelly, [...]

  • Sean Penn CORE Gala

    Sean Penn Offers to Take Selfies in Exchange for $5,000 Donations to Disaster Relief

    A decade after the catastrophic 7.0 Haiti earthquake left between 50,000 and 100,000 dead and nearly a million people displaced, Sean Penn hosted the 10th anniversary CORE (Community Organized Relief Effort) gala, raising funds for international disaster relief at the Wiltern Theatre on Wednesday night in Los Angeles. “We’re not here tonight because we want [...]

More From Our Brands

Access exclusive content