CAPTAIN AMERICA: CIVIL WAR Merchandise To Have "A Big Focus" On Women & Diversity

CAPTAIN AMERICA: CIVIL WAR Merchandise To Have "A Big Focus" On Women & Diversity

For all their strengths, Marvel's attempt at producing merchandise for female fans has been disappointing, to say the least. But now a senior VP at Disney has revealed that Captain America: Civil War will have a major spotlight on apparel for Black Widow, Black Panther and more...

By staypuffed - Jun 11, 2015 04:06 AM EST
Source: Variety

Marvel has received a lot of criticism for the scarcity of female-orientated merchandise for their films (especially Guardians of the Galaxy and Avengers: Age of Ultron) of late. Rightly so. You don't need to be told that there are an enormous amount of female comic book fans that care about these characters as passionately as men do, but the low number of products featuring Black Widow, Scarlet Witch, Gamora and others leaves a lot to be desired.

However, it looks like Marvel are on their way to rectifying that, revealing their Licensing plans for Captain America: Civil War to Variety. Paul Gitter, senior VP of licensing for Marvel at Disney Consumer Products, says that "there will also be a big focus on adult female apparel" for the Anthony and Joe Russo-directed film, a spotlight on
War Machine, Falcon, Vision, Black Widow and Black Panther, and "a celebration of Captain America’s 75th anniversary that will be limited to higher-end retailers." This all sounds good, but we'll have to wait a while before we get our first taste of Civil War merchandise. What are your thoughts on these comments?

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FearTheLiving
FearTheLiving - 6/11/2015, 4:30 AM
Good, but now all the people who were complaining about the lack of Black Widow merch better buy it or else you prove the point that it doesn't sell.
NeoBaggins
NeoBaggins - 6/11/2015, 4:35 AM
But females have to want females or its always going to be....

FrozenDiamondz
FrozenDiamondz - 6/11/2015, 4:37 AM
"If Marvel wants to focus on Black Widow give us a damn solo movie, already..."

superotherside
superotherside - 6/11/2015, 4:38 AM
Rightly so.

I understand why, (mainly because having so many characters it's hard to come up with an arc for everyone) but that still doesn't change that Black Widow and Hulk got shafted in Age of Ultron.

That love story was so ridiculous.

Having Black Widow be the damsel in distress was weird too. I mean why didn't Ultron just kill her?

It doesn't make sense for him to lock her up?

Can't remember if it had a reason or not. That movie was dense and I only watched it once. I'll have to watch it again and see if it had a reason...

Still if nothing else, it was a MAJOR cliche.
Earthbound
Earthbound - 6/11/2015, 4:39 AM
So I'll finally be able to buy my daughter some Avengers t-shirts that don't look like boys' shirts? She'll be so excited. She's so in love with superheroes and really anything that I like, that I feel bad that she can't have more stuff at her disposal.
NeoBaggins
NeoBaggins - 6/11/2015, 4:47 AM
MARVEL'S BLACK WIDOW: MIDNIGHT SHOWING
Floke
Floke - 6/11/2015, 4:48 AM
O.T. but R.I.P Sir Christopher Lee. :(
NeoBaggins
NeoBaggins - 6/11/2015, 4:50 AM
@Floke

WHAT?!!!
DrKinsolving
DrKinsolving - 6/11/2015, 4:52 AM
@NeoBaggins

This is awesome.

DrKinsolving
DrKinsolving - 6/11/2015, 4:56 AM
Ultron didn't kill Black Widow because he was crazy

Ultron needed an audience, he literally wanted to fight the Avengers.

He wasn't trying to avoid them, he wanted to show the Avengers that he was better then them, that he was better than Stark.

Ultron killing Black Widow on the spot would be out of character
DrKinsolving
DrKinsolving - 6/11/2015, 4:56 AM
RIP Christopher Lee
Jazzy4
Jazzy4 - 6/11/2015, 4:56 AM
Why rightly so ?

Black Widow never had her own movie and isn't even an A list character to start with.

If it's rightfully so, where wee the figurine of Catwoman ? She has been in thre movies already, in the past twenty five years, one of which, as the main character.

I get that there aren't enough female characters out there i CBM and as a woman an a black woman at that, i am happy about the effort put in it to diversify BUT until recently CBM were overwhelmingly a 'male thing' with few females interrested in them.

Nolan an Marvel movies are the ones that really start the whole mega appeal to a larger, femalish target. Now CBM is a thing because it appeals to the whole family.

That's just seven years ago that the trend to open it largerly started.

Now we have CA Civil War movie featuring three main Black characters, two main females.

You have to give time to things to settle.

Plus merchandise is a business. Most of the time, creators offer a product to the market if the demand is large enough to be consumed.

It seems that now is the best time to do it, 5 years after Black Widow appears for the first time in a Marvel movie and that the data they have confirmed that there is a target large enough to consume that product.
SuperCat
SuperCat - 6/11/2015, 5:00 AM
SuperCat
SuperCat - 6/11/2015, 5:04 AM


R.I.P., Count Dooku.
Agent101
Agent101 - 6/11/2015, 5:06 AM
About time. Side note- Feige did say there were talks of a black widow movie.
VileBlood
VileBlood - 6/11/2015, 5:09 AM
I don't get the 'damsel in distress' nonsense being thrown at Widow. She's the one that created the signal which brought the Avengers to Ultron. She basically saved herself and everyone else. Its not like she sat there waiting for her heroes to show up. Too bad folks can't understand this simple difference between being a damsel in distress or a soldier captured in battle. Do we label male soldiers as damsels when they're captured in war?
WinterOstritch
WinterOstritch - 6/11/2015, 5:11 AM
@COR3Y
pretty sure i dont have a vagina but k
WinterOstritch
WinterOstritch - 6/11/2015, 5:15 AM
@obredaan its more or less the fact that female characters in general got the short end of the stick in Age of Ultron, so people were hoping Black Widow would have atleast been a leading figure, and while that was the case, she was put with Banner, had a tragic past about not being able to have children (I actually loved that scene, but the timing and context of it was badddd), and then she gets kidnapped... for no reason?
stameco
stameco - 6/11/2015, 5:19 AM
OMG! DC already came out and mentioned this like weeka ago. Looks like Marvel getting pretty desperate pretty fast. I mean lets face it, Black Widow is no Wonder Woman. Also, it looks bad when Marvel comes out to mention this now when they could of easily played the Female card years ago when Black Widow first showed up to the big screen. Too Little, Too Late Marvel SMH
soberchimera
soberchimera - 6/11/2015, 5:22 AM
Just give me a Scarlet Witch/Vision sex scene and I'll be happy.

VileBlood
VileBlood - 6/11/2015, 5:22 AM
@ WinterOstritch - none of that makes her a damsel in distress. People are just throwing around cliches and labels with no substance. Ultron kidnapped Widow for reasons that you must have missed. Its fairly obvious why she was kidnapped.
nikgrid
nikgrid - 6/11/2015, 5:23 AM
Yeah Marvel fails at female character merchandising.
Vortigar
Vortigar - 6/11/2015, 5:24 AM
Took a while for Marvel to finally deal with this. Look up the merch surrounding the Guardians of the Galaxy movie. Gamorra is missing from the group shots. They did it again with Age of Ultron and again recieved a couple buckets of shit on their doorstep.

Jazzy4:
Uhm, I have no idea what you're trying to say there.

Black Widow was notably missing from ALL the merchandise surrounding the last Avengers film and that created a lot of flack on Marvel which is why they're putting this out there.

There's loads of Catwoman figures of all her appearances. Even frickin' Halle Berry busts.

COR3Y:
Don't you think its incredibly stupid there's boxes of action figures out there with all the Avengers in them except for Black Widow? Feminism or not, that's bs.
nikgrid
nikgrid - 6/11/2015, 5:24 AM
Scarlet Witch and the vision is a creepy f ucken relationship.
PAF
PAF - 6/11/2015, 5:25 AM
Marvel remember you added another female to the team. I know it's hard to juggle just one but you can push it to two in the merchandising area.
Vortigar
Vortigar - 6/11/2015, 5:26 AM
stameco:
This has nothing to do with DC. Marvel made their own bed and is dealing with it.
NeoBaggins
NeoBaggins - 6/11/2015, 5:28 AM
@DrKinsolving

Pretty neat huh. I think there's actually even more to that series of pics.

@Floke

=(
WinterOstritch
WinterOstritch - 6/11/2015, 5:29 AM
@obredaan she was kidnapped so ultron would have someone to talk to. He even said so himself. So even if she wasn't a damsel in distress, she was still kidnapped for literally the most stupid reason a Super villain could think of.
NeoBaggins
NeoBaggins - 6/11/2015, 5:49 AM
I was mesmerized by Johansson in Iron Man 2. Every time she was on screen I was silly putty. I don't know what happened. But I think the only way I'd pay to see a solo Widow movie is if the story is super engaging, has powerful supporting cast and characters, a unique situation, and directed by

Jon Favreau.
Bulldawg2014
Bulldawg2014 - 6/11/2015, 5:54 AM
@winterostritch even so I thought that scene made ultron more interesting. He needed an audience and he needed for the world to know the avengers had failed them before the end. He had to prove he was better and he needed an audience for that. That compulsion was in the end his downfall. Despite his claims he wasn't perfect.
LastOfKrypton
LastOfKrypton - 6/11/2015, 6:01 AM
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