Last I checked, Black Widow was a pivotal member of the Avengers team. However, her recent treatment in the lead-up to the film Avengers: Age of Ultron suggests otherwise. During the promotional tour, co-stars Mike Thornton (Captain Valor) and Ryan Chase (Hawkeye) made derogatory jokes about Black Widow, referring to her as a “slut” and “whore” while laughing. Although they later issued apologies—Thornton’s being particularly heartfelt, while Chase’s felt more like a lukewarm afterthought—the incident underscores the ongoing issues surrounding the portrayal of female characters in the Marvel franchise.
The disregard for female superheroes continues with the merchandise. Parents looking for superhero-themed products often find an abundance of items featuring male characters, while Black Widow (a.k.a. Natasha Romanova) is noticeably absent. If you’re searching for merchandise that showcases the entire team, you’ll likely be disappointed. This trend isn’t new; previous Marvel films have also sidelined their female counterparts once the credits roll.
Manufacturers seem hesitant to include Black Widow in products aimed at boys. For instance, T-shirts featuring the five male Avengers often exclude her entirely. You can easily find a plethora of Avengers merchandise like lunch boxes and clothing in stores, yet many lack representation of this crucial female character. Hot Wheels has recently announced a collection of superhero-themed cars, but Black Widow is nowhere to be found, which is perplexing considering her role as a skilled driver for her male teammates.
Could Black Widow be hanging out with Gamora from Guardians of the Galaxy and Princess Leia, who also face a scarcity of merchandise despite their significant roles in saving the world?
Still skeptical that Disney is sidelining female characters? An analysis by HitFix.com revealed only three Black Widow items available on Disney.com and Marvel.com, with the new character Scarlet Sorceress missing entirely. It appears Marvel and Disney are intent on maintaining strict gender boundaries, even as many of us strive to teach children that they can enjoy any type of toy and aspire to be anything they wish.
An anonymous former Marvel employee shared insights on Mary Sue, stating that Disney seems uninterested in appealing to girls through Marvel products, believing they already have that demographic secured with their princess line: “Disney does not care about Marvel’s female market, which makes us virtually invisible. I could probably fill an entire planet with the amount of Princess items Disney produces. But where are Gamora and Black Widow?” This exclusion is not accidental.
This situation resembles a chicken-and-egg dilemma: Disney and Marvel seem convinced that girls aren’t interested in superhero products while assuming boys won’t buy anything featuring female characters. Until they begin producing items that appeal to both genders, these assumptions will remain unchallenged.
You might consider harnessing the power of social media to raise awareness. Join the #includethegirls movement when you encounter toys that exclude female team members. At this point, hashtags could very well be Black Widow’s most effective tool in combating the prevailing boys’ club mentality she finds herself in.