Toy Story: What The "Star Wars" And "Ghostbusters" Merch Reveals About Sexism

We need to talk about Rey.

Star Wars Episode VII is one of the most financially successful films in history, grossing almost $2 billion internationally so far. The film's narrative heft is bolstered by the kick-ass leading lady, Rey. So why was Rey initially left out of all the merchandise? A particularly damning report surfaced two weeks ago that detailed how toy makers had received specific instructions to deliberately not make toys of her.

This, unfortunately, isn’t new in the surprisingly sexist world of movie merchandise. In 2014, Gamora from Guardians of the Galaxy was absent from shirts and bags, and the same thing happened last year with The Avengers’ Black Widow.

What the ding-dang-doodley, toy producers? Didn’t you realise the legions of dedicated fans of your franchises would be furious if you didn’t include the main character in their collectibles? Their enormous collections would be incomplete. Also, do you think that a little boy is going to complain that one of his action figures is a girl, particularly when she is the main character? And moreover, how did you think people in today’s hyper-woke social media society were going to look over this?

However, another film franchise is ensuring that their action figures will be produced. Paul Feig (of Bridesmaids fame) has teased the toy versions of the four leading ladies from his remake of Ghostbusters.

But, I’m sorry to say that his film has drawn controversy too, but not about the film’s existence. Some are simply angry that the film’s main characters are female.

Let me make myself clear: people aren’t angry that a classic, iconic film beloved by many is getting a probably-unnecessary 21st century remake. They’re angry that the leads are all women.

Remarks include suggesting the film be retitled Lady Ghostbusters so ticket-holders “know what they’re walking into”, and that it’s a “lil sexist” - blatantly ignoring the fact that the first two Ghostbusters films featured an all-male cast. It upset Kristen Wiig. It angered Paul Feig. All I have to say is:

Women can be, and are, as strong as men; being a core principle of feminism, this needs to be represented in the media accordingly. I can’t believe sexism is not only happening to real women, but also to plastic figurines. We’ve reached a new low: marketing sexism. These companies are afraid they won’t make a profit from selling toys of girls. Let me assure you, Big Corporations, with the numbers of Star Wars and Avengers (and so on) fans, you’re not likely to make a loss. And, in terms of Ghostbusters, with the combined nostalgia of the ‘80s movie and Paul Feig’s previous successes, this film will likely soar, buoyed by the surfeit of laughs it’s sure to induce.

More and more am I shocked and disgusted at the sexism that still is running rampant. I thought we were turning a corner. (That is, until one of my female friends told me about how some of her close high school peers took her to a party, but secretly planned to see who could be the first to touch her behind. She left promptly.)

This isn’t okay. Girls and boys both need to see that girls can be just as powerful as boys. We’re still living in a generation where some men don’t see an issue with the casually degrading things they say to women. Characters such as Rey empower women and girls to stand up to such remarks. We need these women on our screens, on our t-shirts, on our backpacks, and certainly included in our action figure sets.

I am pleased with how the toy companies responded to the deserved backlash and added Rey to the merchandise, but I am disappointed with their execution. Take a look at this Rey toy:

It’s a great toy, and it’s good that it was even produced, but Rey is completely genderless here. Her face is masked and her body is completely covered. It's as if they're hoping buyers won't notice she's a woman at all.

Kyle Uglow-Turpin is one of Student Edge’s student contributors. Learn more about the contributors program.