Last time I checked, Black Widow was a key player on the Avengers team. However, her absence is glaringly apparent as we gear up for the latest film, Avengers: Age of Ultron.
During the promotional events for the movie, stars like Chris Harris (Captain Valor) and Matt Turner (Arrow Guy) made headlines for jokingly referring to Black Widow as a “tramp” and “prostitute,” all while chuckling. Sure, it was a jest aimed at a fictional character, and they later issued apologies (though Turner’s felt more like a half-hearted excuse), but it only amplifies the ongoing disregard for female characters in the Marvel universe.
The trend continues on store shelves. Parents searching for superhero gear will find a plethora of merchandise featuring male characters, but Black Widow (aka Natasha Romanoff) is surprisingly scarce. Even if you’re hoping for some team-themed products that include the iconic female super spy, good luck! This isn’t shocking, as it seems like every new Avengers film follows the same pattern of sidelining the female member once the credits roll.
It appears that manufacturers are deliberately avoiding putting Black Widow on items that boys might pick up. There are T-shirts showcasing the five male Avengers, but not a single nod to Black Widow. You can’t stroll through a big-box store without encountering lunch boxes, action figures, and clothing emblazoned with Avengers imagery, yet one member often remains missing. Hot Wheels has released a line of superhero-themed cars, but guess what? Black Widow isn’t included—ironic, considering she’s usually the one driving the guys around.
Perhaps Black Widow is off somewhere with Gamora from Guardians of the Galaxy and Princess Leia, both of whom are also hard to find on merchandise despite their heroic roles. Still skeptical about Disney’s apparent exclusion of female characters? An analysis by HitFix.com found only three Black Widow items on Disney.com and Marvel.com, with the new character Scarlet Sorceress completely absent. It seems Marvel and Disney are committed to rigid gender norms, even as we encourage our children to play with any toy and aspire to be anything they desire.
An anonymous former Marvel employee shared insights with The Mary Sue, revealing that Disney seems unconcerned about attracting girls to their Marvel products, believing they’ve secured that market with princesses. They state, “Disney does not care about Marvel’s female market, which makes us virtually invisible. I could fill Pluto with the amount of Princess items Disney makes. But where are Gamora and Black Widow?” This exclusion of women from Marvel merchandise appears to be a deliberate choice.
It’s somewhat of a catch-22: Disney and Marvel operate under the assumption that girls aren’t interested in superhero products while also thinking boys won’t buy anything featuring female characters. Until they start producing more inclusive items that appeal to both boys and girls, we’re stuck in this cycle.
You can help change this narrative by using social media to raise awareness. Join the #includethegirls movement whenever you spot a toy lacking the essential female team member. At this rate, hashtags might just be Black Widow’s most effective weapon against the boys’ club she’s been relegated to.
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In summary, while Black Widow plays a crucial role in the Avengers, her representation in merchandise is alarmingly minimal. The exclusion of female characters continues to be a significant issue, as manufacturers and distributors often overlook them entirely. For the sake of future generations, let’s advocate for inclusivity in superhero products!