The super hero phenomenon – represented by Iron Man, Spiderman or Batman for instance - has been going on for dozens of years. They all share a common characteristic: they have super powers and are set to save the world from some kind of urgent threat.
There are two giants battling out on the field: on the one side we find the Marvel galaxy with Spiderman, Hulk, Iron Man, Thor, Captain America, and on the other side are the DC Comics heroes such as Superman, Batman, Flash, Wonder Woman and Green Lantern.
In 2008, super heroes represented 20% of the worldwide box office returns. 3 out 10 French homes own a licensed Spiderman product making the Marvel property THE ultimate super hero reference. In 2010 Marvel will release Iron Man 2 and Thor before launching Spiderman 4, Captain America, and The Avengers in 2011. DC Comics will be celebrating its 75th birthday in 2010 with numerous things planned to promote its licensed products. However they don't have any film planned for release. Superman, Batman and Wonder Woman will come under focus by partnerships with Dolce & Gabbana and Diane Von Furstenberg, and the film Justice League should come out in 2011. As far as Mastermind at DreamWorks, the film has been delayed until 2010 and the studio won't give a specific date.
The super hero "qualification" is definitely growing. Ben 10, Sam Sam, Les Minijusticiers are now seen as super heroes by children.
On top of Barbie dolls and princess toys why shouldn't little girls be entitled to their super heroes or super female heroes? Totally Spies! might well be announcing this new trend. Will little girls be attracted by Catwoman or Wonder Woman as much as little boys dream of becoming Spiderman?
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