Feb. 25--Move over Superman, Batman, and Green Lantern -- Supergirl, Batgirl and Wonder Woman are coming to Target's toy shelves.
Target announced it would begin carrying action figures, toys and apparel inspired by DC Comics' female superheroes in March, as a growing number of toymakers have introduced dolls and toys that buck gender stereotypes and promote a positive body image.
Girls who might once have been presented with Malibu Barbie or a baby doll can now choose a doll who is an astronomer or a Mighty Makers construction set with two female dolls from K'nex. An October BMO Capital Markets toy industry report called STEM toys -- promoting an interest in science, technology, engineering and math -- a "new and emerging trend."
Barbie herself got a makeover in January and will now come in curvy, tall and petite bodies as well as seven different skin tones and a range of eye colors and hairstyles.
Target said the female superhero action dolls feature "strong, athletic bodies that stand on their own in heroic poses" and provide a live-action role-play toy option for girls. The move comes after the company announced last August it would be phasing out gender-based signs in areas where suggesting products by gender is "unnecessary," including kids' bedding and toy aisles.
lzumbach@tribpub.com
