In January 2015, a number of toy and merchandise vendors descended on Lucasfilm’s Letterman Center in San Francisco. In a series of confidential meetings, the vendors presented their product ideas to tie in with the highly-anticipated new Star Wars film. Representatives presented, pitched, discussed, and agreed upon prototype products. The seeds of the controversies Lucasfilm is facing regarding the marketing and merchandising of The Force Awakens were sown in those meetings, according to the industry insider.
The insider, who was at those meetings, described how initial versions of many of the products presented to Lucasfilm featured Rey prominently. At first, discussions were positive, but as the meetings wore on, one or more individuals raised concerns about the presence of female characters in the Star Wars products. Eventually, the product vendors were specifically directed to exclude the Rey character from all Star Wars-related merchandise, said the insider.
“We know what sells,” the industry insider was told. “No boy wants to be given a product with a female character on it.”
What good does it do our culture if JJ Abrams and Kathleen Kennedy work to make popular movies with progressive characters if the cowards in marketing are not going to follow suit?
Update: Lots of people are sharing this story, and I wanted to highlight and explain the “if true” in the first paragraph. There are good reasons to be skeptical of the article I linked to. It relies completely on a single anonymous source. I have no idea what Sweatpants and Coffee’s fact-checking procedures are. There are also many Star Wars related products featuring Rey (like Lego), so clearly the directive to “exclude the Rey character from all Star Wars-related merchandise” was either not issued in such a restrictive manner or was disregarded in some cases.
The article was annoyingly unclear on who was doing the directing, but you have to assume it’s Disney. Who else in the room would have the authority to so direct?↩