Because Marvel's gotten two strikes. Almost ouuuuuuttt! Marvel is now appealing/attracting women to comics now! Apparently:
First off, maybe it's just me, but I feel a bit dehumanised when I'm referred to simply as a "female" when in contrast, the writer uses the words "men" and "guys" in contrast to refer to, well, men. Of course, saying "female" as an adjective is fine, though if you want to use it as a noun, "women" would have been much better because it's simply recognition of a woman as a human being.
And of course, comes this quote, just to show how male-dominated the comics industry still is:
"Since our core customer has always been guys, we need to be very careful when we introduce female product so that we don't alienate our core," said Paul Gitter, president of consumer products, North America, for Marvel Entertainment Inc. "What we have found through testing is that we haven't alienated them, which gives the OK to move forward with the female product."
So when we want to get women in comics, we can't alienate our "core audience" because of course, it's what men want in comics that is most important.
And just to get onto the actual products themselves; it's typical "girly" stuff like lip-gloss and shirts that put you in the role of a secondary female character. You know, the ones that died in refrigerators?
I am actually not angry at the existence of such merchandise, but rather their targeting. They target this stuff specifically towards girls and women. As if all girls and women love cutesy-fluffy stuff. I find this extremely insulting; my interests in being a musician, or reading comics is not cute or something you can go "Awwwww!" over. Why are my interests being treated differently simply because I have a vagina? I'd like to be taken seriously, thanks. I see no logical flow here.
I am aware that marketing towards men can also appeal to women as well, and that doing the reverse is much trickier due to gender-stereotyping and gender-specific marketing. However, I'm no marketing guru, and yet I can see how bad this is. This male, Paul Gitter, is frickin' head of president of consumer products at Marvel Entertainment. You must have used some of your brain to get up to a position that high up. Can you use it again? What testing did you do? Did you ask REAL female comic readers?
"The idea behind the series was to have some sudsy fun and lift the curtain a bit and take a peep at some of our most fabulous super heroines. In the series, they’re an unlikely foursome of friends–Black Cat, Hell Cat, Firestar, and Photon–with TWO things in common: They’re all leading double-lives and they’re all having romantic trouble. The pitch started as “Sex and the City” in the Marvel Universe, and there’s definitely that “naughty” element to it, but I also think the series is doing to a deeper place, asking question about what it means…truly means…to be a woman in an industry dominated by testosterone and guns. (And I mean both the super hero industry and the comic book industry.) But mostly it’s just a lot of hot fun."
When I read Wonder Woman, I don't want her kicking arse. I want to read Wonder Woman having a sit-down with Supergirl, Vixen, Black Canary, Donna Troy and Wonder Girl, talking about the $3000 Prada shoes they bought last week, or how that guy over there just gave a "look" to Supergirl. Puh-
lease.
So can we just get some perspective on this? Do you EVER think there would be some kind of development on a comic book dedicated to Superman, Batman, Green Lantern and Nightwing talking about last night's baseball scores or how many beers they drank last night? Hell no! And you know why there wouldn't be such a series? BECAUSE IT WOULD BE BORING.
Sorry ladies, but comics are still a boy's club. You're not welcome. Did I say ladies? I meant females. But we'll call you ladies if do some "hot sudsy fun", like bubble bathing or pillow fights.