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gender marketing

Why It Matters That They’re Now Making Star Wars and Marvel Underwear for Girls
2 years ago

Why It Matters That They’re Now Making Star Wars and Marvel Underwear for Girls

By  •  Blog

As the father of a young daughter, I am not used to social progress. I’ve come to expect that female politicians will be constantly asked about their appearance. I’ve come to expect that corporations will forget to make toys based on the female lead of their new blockbuster movie. I’ve come to expect that it will take Barbie over 50 years to acknowledge what real women look like. I’ve come to expect that, at every turn, society will find a way to let my daughter down, in big ways and small ways, entirely due to her gender. I am used to being disappointed on my daughter’s behalf.

So, imagine my surprise when I recently encountered some small, hopeful progress for girls in a completely unexpected place – children’s character underwear.

That’s right. There are Star Wars and Marvel underwear for girls right now and it’s kind of a big deal.

No, really.

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What’s the Next #WheresRey? Will These Movies Be the Next Gender Marketing Fails of 2016?
2 years ago

What’s the Next #WheresRey? Will These Movies Be the Next Gender Marketing Fails of 2016?

By  •  Blog

We should’ve seen it coming. After the #WheresNatasha and #WheresGamora campaigns – hashtags that called out the lack of female representation in the merchandise for Avengers and Guardians of the Galaxy – WHY did anyone assume that Disney, toy manufacturers, or retailers would’ve learned their lesson for Star Wars: The Force Awakens? Were we that naïve? Did we just not want to admit what we all KNEW was going to happen? That, even though Daisy Ridley’s Rey was the LEAD CHARACTER in the whole damn film, she would be almost impossible to find on Force Awakens merchandise. Because that’s EXACTLY what happened. Hence the inevitable hashtag #WheresRey.

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