December 17th, 2013


Superhero Toys for Girls

Girls don’t buy toys! This is the new and exciting new finding from A Cartoon Network Exec, as reported by Paul Dini (who has a strong track record writing women in comics) to Kevin Smith (who, uh, doesn’t). Anyway, it’s been doing the rounds on the internet. Apparently the people who produce superhero cartoons don’t want to produce anything for a potential female audience, not because girls don’t like superheroes (they do) But because girls don’t buy toys.

This is news to me, as I suspect it’s news to Disney, Mattel, Hasbro, and anyone who has ever hidden a plastic cake down their top after pretending to eat it, or has suffered the agony of Barbie’s shoe hiding in their shoe, or who has seen the pink aisles in any toy store ever.

Maybe Cartoon Network execs cannot see the colour pink, and are thus unable to register the entire section of toys aimed at girls.

I suspect though – suspect – that they just haven’t figured out how to market superheroes into toys for girls. And as I, as a big fan of superhero cartoons, have a vested interest in these cartoons selling their toys, and as a former and current buyer of girls’ toys have some experience in the area, have decided to take it on myself to do Warner Bros’ marketing execs’ jobs for them.

Disclaimer: I am assuming in this section that girl-children do in fact, prefer to shop for toys marketed at them, but not that they intrinsically dislike superheroes. My sample size of one particular four year old feeds this assumption by asking me to read her Ame-Comi Girls but refusing to watch Batman “because it’s for boys.”

DEAR PEOPLE WHO MAKE TOYS BASED ON SUPERHERO CARTOONS: THESE IDEAS ARE FREE. Disney or WB, I don’t mind who you are, just go forth, make and sell your toys in the Pink Section. All I ask is that you reward me with cartoons. A third season of Young Justice will do nicely.

(My regular readers may think that I’m generalizing in the following. That’s okay. YOU know and *I* know that some girls do, in fact, like and play with superhero action figures, and that some girls don’t. And some girls like make up and some girls don’t. And some girls will never like superheroes, ever. But go with me here.)


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