Consumers have been all over The Force Awakens toys, especially those of the movie’s female protagonist, Rey. They’ve been selling incredibly well — so much so, in fact, that shops everywhere are reporting a shortage of toys featuring the Jakku scavenger. According to analysts, Rey’s inclusion is a bid for pulling in more female fans and their money. It seems to be working, but this is something you and I and all of our friends already knew. We’re all acutely aware of the fact that when you try to compartmentalize and assume only boys like sci-fi stuff like Star Wars, then you’re really just shooting yourself in the foot–or cutting off your right hand, if that seems a more apt metaphor for Star Wars.
You’ll remember that not too long ago, Legion of Leia started the #WheresRey campaign after they found that she was excluded from a six-pack of action figures, which only featured all male characters. She was replaced by two generic figures, a Stormtrooper and a TIE Fighter Pilot. The package felt like a critical misstep in an otherwise fairly well represented merchandising campaign. Perhaps now, after this reported shortage of Rey toys, the #WheresRey campaign can take on a bit more of a “good problems” vibe.
Honestly, folks should’ve known that when you make merch that features women, it will sell. In fact, it’ll sell really well. Female fans have money too, and we’ve all spoken: we want more Rey. I hate to be the one to say, “I told you so,” but… toy execs: we told you so.
(via TODAY Online)
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