Star Wars Fans, Unite: Stop Buying the Toys

1/25/2016 - Lecturer in Sociology Elizabeth V. Sweet in Salon.

After it became apparent that the character of Rey had been excluded from game sets for “Star Wars: The Force Awakens,” critics quickly accused Lucasfilm – which was purchased by Disney in 2012 – of making sexist assumptions when developing its product line.

In my research on toy advertisements, I found that even when gendered marketing was most pronounced in the 20th century, roughly half of toys were still being advertised in a gender-neutral manner,” writes Elizabeth Sweet, a professor of sociology at the University of California–Davis.

Read the full story in Salon.