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The Female Perspective: Superhero Toys For Girls Are Here!

Welcome! This is a weekly blog* by Author J.L. Metcalf where I discuss anything and everything that strikes my fancy. If you have ideas on what you think I should write about, please send me an email via my website!

For now, sit back, relax and enjoy the blog!

*All views expressed in “The Female Perspective” are those of J.L. Metcalf, not Great Stories, Inc.


I’ve written before about the lack of superhero toys for girls. The almost complete absence of Black Widow merchandise for the last few Captain America and Avengers movies has been insulting to say the least. That seems to be changing for the better, thank goodness!

After a fairly big backlash against Hasbro for not having Rey toys from the newest Star Wars film (which they rectified asap after giving us all the lame excuse that it would give away plot secrets, puh-leese) we have recently been made aware that they will FINALLY have Black Widow toys to align with the Captain America: Civil War and I am pleased as punch.

One of the few Rey toys released prior to the film. (Courtesy of Erik Kain from Forbes.com/http://www.forbes.com/sites/erikkain/2016/01/25/excluding-rey-from-star-wars-the-force-awakens-toys-is-really-dumb/#37119cb55c1a)
One of the few Rey toys released prior to the film. (Courtesy of Erik Kain from Forbes.com/http://www.forbes.com/sites/erikkain/2016/01/25/excluding-rey-from-star-wars-the-force-awakens-toys-is-really-dumb/#37119cb55c1a)

I remember when I was a kid being sorely disappointed in the lack of superhero toys for girls. I had every single Princess Leia figure there was (wish I still had them!) and one lone Boba Fett, but my brother had all the other characters so we managed to make it work (when we were getting along), but I struggle to remember any other toys that I could have played with as a child, sure there was She-Ra, female Thundercats characters and the like, but I spent a lot of time playing with My Little Pony and Barbie toys, I just made them into superheroes. They rocked some pretty awesome ensembles, except for JEM because darn her, she was twice the size of Barbie so they couldn’t share their clothes! Ahh the trials and tribulations of a small child…

Anyway, the point I’m trying to make here is that I am REALLY happy to see the growing hoard of positive superhero toys for girls, but more than that, Black Widow is finally getting her due. Is this because of the upcoming appearance of Wonder Woman in the Batman/Superman movie? Does Marvel finally see that DC might have the beat in terms of movie merchandise? Because DC hasn’t had much of an issue with making sure WW makes her presence known in toy aisles. Of course, WW is a much more well-known and established character in the minds of young girls/grown woman. Hard to say, but regardless, accordion to Movieweb.com Black Widow will be “dominating” the toy markets with the release of the newest Marvel movie monster.

Leading up to the release of last summer’s Avengers: Age of Ultron, a controversy started brewing when none of Marvel’s merchandise for the movie featured Scarlett Johansson’s popular character Black Widow. The studioseems to have learned from its past mistakes, with Entertainment Weekly unveiling a slew of new products for the upcoming Captain America: Civil War, which prominently feature this beloved character. These items even correct a few mistakes from the Avengers: Age of Ultron merchandise. –Movieweb.com

YAY! The first time I saw Black Widow I was impressed with her general bad-assery and I was totally confused by her lack of presence for toys. Newsflash world, little girls like to play with toys based on their role models! Sure, I enjoyed playing with the “boy” toys all the time, Han Solo was one of my fave’s from Star Wars and I preferred some He-Man characters over my She-Ra dolls (but She-Ra toys really did rock, again, where did those go???? I’d almost kill to have them back!). I don’t believe that toys need to be segregated into boy and girl toys, I think they should just be TOYS. Some girls like to play with cars and swords, some boys like to play with Barbie, nothing should be taboo and it would be great to see all stores adopt the toy aisle idea, rather than splitting them between the sexes.

Black Widow will feature prominently in the toy marketing of "Captain America: Civil War", a big change after Marvel received a lot of complaints for her lack of presence in previous movies toy marketing campaigns.
Black Widow will feature prominently in the toy marketing of “Captain America: Civil War”, a big change after Marvel received a lot of complaints for her lack of presence in previous movies toy marketing campaigns.

Regardless, I am also impressed with Target’s newest line of toys, from DC Comics we have a pretty awesome line of female superhero toys. They range from Batgirl to Harley Quinn but I have ONE issue with them, in every description it says, “DC Hero Girls Action Figure” – leave off the girls and it would be perfection I say, but even that’s nit-picking. These toys are kind of amazing and I would totally want these if I was a kid (I kind of want them as an “adult)!

Target's newest line of Superhero toys is pretty awesome and girl-centric!
Target’s newest line of Superhero toys is pretty awesome and girl-centric!

I am happy to see that even in the short time I’ve been writing this blog, that positive changes like this are happening in the toy world. Those marketing people are starting to see that woman/girls/ladies do in fact like toys, they buy them, they collect them and it is more then appropriate that they become a part of the marketing machine of the big comic blockbusters coming up this year.

Change is slow but it IS happening.

Now, if you don’t mind, I’m going to go play with my toys.

Did you have a favorite toy as a child? What do you think of Target’s new line of Superhero toys? Sound off about toys in the comments section!