With diehard fans and casual moviegoers still marveling over The Avengers: Age of Ultron, critics are targeting the film in another capacity: the film’s merchandise, specifically children’s toys.
As originally reported by the blog io9, an action figure based on a pivotal scene involving Black Widow (played by Scarlett Johansson) replaced the action heroine with a male superhero Captain America (Chris Evans). The scene in question originally had Black Widow dropping from the Avengers’ Quinjet on a motorcycle, speeding off to aid, get this, Captain America. Yep; with the replacement, Captain America saves Captain America.
The switch has left many fans calling for a change in how female superheroes are marketed — a sore spot for Marvel, who have a history of filling their movies with predominantly male casts. But Marvel has good news for the critics: earlier this week, the studio announced plans to release more superhero merchandise aimed towards its female fans.
“After seeing our next wave of Avengers toys,” a spokesperson for Marvel said at a New York press conference, “you’ll see we value our female superheroes just as much as their male counterparts.”
The press conference also provided a sneak peek of some new toys expected to hit shelves next month, including a Black Widow Barbie doll, and several male teammates given the “Ken” treatment: to be released are Ken doll versions of Hawkeye, Captain America, Hulk, and Nick Fury. However, only the Black Widow doll will include a miniature comb for brushing her hair and will include a pre-recorded giggle response.
In the area of action figures, Marvel is also releasing a playset of Avengers Tower, featuring Black Widow being held captive by Hydra soldiers, and The Hulk present to save her. As well, Marvel announced that a series of colouring and sticker books would expand upon the romance between the crimson-haired assassin and the jaded green giant first introduced in Age of Ultron.
But Black Widow isn’t the only female Avenger getting the full Marvel treatment! A new fashion line (including clothings, make-up, and jewelry) for young adults will launch later this year, with items inspired by new Avenger Scarlet Witch.
When asked if fans could expect a separate clothing line inspired by SHIELD agent Maria Hill (played in the films by Canadian actress Cobie Smulders), the Marvel spokesperson was surprisingly coy, but said the possibility was “certainly on the table.
“We love taking money from our female fanbase just as much as we love taking money from our male fanbase,” Marvel said near the conclusion of the press conference. “We hope this new wave of Avengers merchandise demonstrates how committed we are to gender equality, both on- and off-screen.”
Competitor DC Entertainment, seemingly always two steps behind their rival, are also jumping at the chance to release their own line of female-centric merchandise, announcing a slate of female superhero dolls to coincide with next year’s Batman v Superman: Dawn of Justice. In particular, DC is planning to add interconnectivity between the male and female superhero dolls, where whenever one of each is close together, the male doll begins to explain to the female doll exactly how they’re supposed to be saving the world.
