Mattel Rolls Out A Line Of Super Hero Toys For Girls
Move over Barbie, Mattel's DC Super Hero Girls are here
Conventional toy industry wisdom for years was that girls wouldn’t be interested in action figures. This idea was neither wise nor right. The toys that have only been available since March in Target but due to the strong sales will be more widely sold starting in June.
The toy industry has made a number of missteps lately when dealing with female action figures. Hasbro faced criticism from consumers and the media for not selling Rey, the female protagonist from Star Wars: The Force Awakens coupled with the decision to exclude the heroine Black Widow from the Avengers: The Age of Ultron toy set even though she was a key figure.