The lack of female star power in the Marvel Cinematic Universe has made the studio a target for criticism, even more so as female characters appeared heavily left out from the shelves of official merchandise. This year, Marvel Studios president Kevin Feige makes it his mission to make more female merchandise available to fans.
Feige explained that they've always put an effort at having female Marvel characters well-represented in terms of merchandize. The problem, however, arises when the items reach the shelves and some of them do not become as widely available as the male Marvel characters.
"That was very frustrating for us because we see it from the other side," said Feige, as quoted by ComicBook. "When I say we, I mean the filmmakers, because we're presented with the stuff that's being made, and I don't know if there's an absolutely equal sampling, but Black Widow was all over that."
He further admitted that they only have limited power when it comes to merchandizing, since it all boils down to which character pieces retail outlets to choose to order and display in stores.
Aside from the merchandise, fans are also clamoring to see more female-centric Marvel movies. DC Comics is already working on its all-female ensemble for "Gotham City Sirens." Of course, "Wonder Woman" will be out in theaters this year. Meanwhile, Marvel has yet to release a movie with a female character in the lead.
When asked why there still isn't a Marvel film with a female lead, Feige said that it all comes down to timing.
"It comes down to us being able to tell the right story. I very much believe in doing it," Feige told CBR. He added that it can "certainly be done" and that they don't take the idea for granted.
Meanwhile Black Widow, Gamora, Scarlet Witch and Captain Marvel are among the female characters that are confirmed to appear in "Avengers: Infinity War" in 2018.