You will be redirected back to your article in seconds

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.

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

  • 'SORRY TO BOTHER YOU'

    Why 'Sorry to Bother You' Director Boots Riley Thinks His Satirical Comedy Is 'Realistic'

    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 […]

  • Tesse Restaurant Opens on L.A.'s Sunset

    Tesse Restaurant Takes on the Challenge of Making the Sunset Strip Hip Again

    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 […]

  • Tiffany Haddish

    MTV Movie and TV Awards: The 10 Standout Moments

    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 […]

  • Michael B. Jordan

    'Black Panther,' 'Stranger Things' Reign at 2018 MTV Movie and TV Awards (Full List)

    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 […]

  • Brandon Flynn, Timothy Granaderos, Alisha Boe,

    Alisha Boe Says Brock Turner Case Was Her 'Bible' for '13 Reasons Why' Season 2

    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 […]

  • Yara ShahidiMTV Movie & TV Awards,

    Yara Shahidi, Noah Schnapp, More Talk the Dangers of Social Media at MTV Awards

    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 […]

  • A Night in the Writers' Room

    'Vida,' 'One Day at a Time' Showrunners Recount Being Called Racial Slur in Writers' Room

    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 […]

More From Our Brands

Access exclusive content