Hub, a cable channel for kids owned by Discovery and Hasbro, is hoping its new cartoon "SheZow" can turn the channel's fortunes around.
Hub has struggled to gain viewers since its debut in 2010, but it's betting a 12-year-old boy named "Guy" who transforms into a female superhero, complete with a purple skirt and cape, pink gloves and white go-go boots, will change that.
To become a female superhero, Guy uses his magic ring and says the words “You go girl!”
“When I first heard about the show, my reaction was ‘Are you out of your minds?’ Then I looked at it and I thought, ‘This is just funny,’” Margaret Loesch, chief executive of Hub, told the Los Angeles Times.
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"[Hasbro does] not tell us how to run the business," Loesch said. "They of course share with me which of the properties they think would tie in best with their strategy, which is a win-win for us."
The target audience for Hub is children who are ages two to eleven.