Tell Marvel and Disney to Promote Female Superhero Toys


Target: Isaac Perlmutter, CEO of Marvel Entertainment; Bob Iger, CEO of The Walt Disney Company

Goal: Do more to promote the marketing, sale and consumption of female superhero toys for both girls and boys.

Marvel and Disney have an apparent lack of female superhero toys, even when one of their main characters in a multi-million dollar film is in fact a female superhero.

After the recent Marvel movie “Age of Ultron,” it has become apparent that Black Widow, an Avenger and main character, is under-represented in toy isles. This leads to the conclusion that for whatever reason, Marvel and Disney do not appreciate her presence as a superhero. Perhaps they believe that the toy won’t sell? Or maybe there is a reasoning that young boys won’t want to purchase female action figures.

This is a problem, as it enforces gender stereotypes and implies that boys should play with action figures and girls should play with barbie dolls. Children often idolize superheroes. Young girls should not be deprived of the opportunity to idolize strong heroines, and young boys should not be deprived of seeing women portrayed as heroes in their own rights.

It has become such a noticeable issue that Twitter has adapted the hashtag #WheresNatasha as more and more people are recognizing the lack of representation. Even movie co-star Mark Ruffalo commented on Twitter, asking Marvel for more female superheroes for girls.

Sign this petition to encourage Disney and Marvel to take note of their beloved female heroines and produce more female superhero toys.


Dear Mr. Perlmutter and Mr. Iger,

Your toys and games are a hit among youth and even adults, but it has become apparent that there is a lack of gender diversity, as female superheroes are not getting the proper exposure they deserve.

The recent movie “Avengers: Age of Ultron” was a multi-million dollar film. The main characters had toys developed in their image, but Black Widow had an obvious lack of representation on merchandise shelves. This leads me to believe that you do not appreciate the presence of female heroes.

Please consider that there are many young girls and boys that need to see more heroines represented. Young girls should have the opportunity to see that they too can be heroes, and young boys should have the opportunity to see female characters represented in a strong and positive light.

By producing fewer feminine action figures you imply that boys and girls should be separated in their interests. That polarization isn’t good for impressionable youth.

Please revisit the way you produce and portray heroines, and make sure that female superheroes get an equal stake in marketing, production and consumer consumption.


[Your Name Here]

Photo Credit: Klapi

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One Comment

  1. Excuse me? The picture you show is a female with a body that is extremely unrealistic. Nope, I won’t be signing this. Too stupid

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