Gravity, the world in tow

In a nutshell, it’s much more efficient to sell things to people if you can divide them up into tightly defined subcategories that have no interests in common; that way, you never risk accidentally competing with yourself.

This is why children’s toys (and toy sales channels) are actually much more strongly gendered these days than they were forty, thirty, even twenty years ago: one of the basic market segregation splits they’ve decided to use is “boys versus girls”.

Ever wonder why you see Avengers t-shirts that leave Black Widow out of the group shot, or Guardians of the Galaxy action figure lines with no Gamora? That’s market segregation in action.

The upshot is that shows with crossover appeal can actually be cancelled for being too popular with girls; they’re viewed as “stealing” the female market from the specifically girl-targeted media that rightfully “owns” it.

This is the sort of thing folks are talking about when they say gender roles are socially constructed, by the way. The gender split in media merchandising? It’s not just artificial, it’s deliberately imposed as a top-down marketing strategy. When folks try to justify it by saying “this is the ways it’s always been” or “this is just what the market wants”, they’re lying through their teeth - this is, in fact, the merchandisers dictating to the market what it wants in order to sell stuff more efficiently.

Paul Dini, a writer/producer said this on a podcast: “ That’s the thing, you know I hate being Mr. Sour Grapes here, but I’ll just lay it on the line: that’s the thing that got us cancelled on Tower Prep, honest-to-God was, it’s like, ‘we need boys, but we need girls right there, right one step behind the boys’—this is the network talking—’one step behind the boys, not as smart as the boys, not as interesting as boys, but right there.’”

Cartoon network and Warner brothers deliberately made the conscious decision to dumb down their female characters because they want to push female viewers away. In fact, Tower Prep was cancelled because it had too many female viewers because the writers made too many well written female characters.

So shitty representation of girls isn’t something that just happens. It’s the result of deliberate planning just so the execs can make more money.

And it’s not just cartoon network. I mean, why do you think Nick fucked over Korra so badly? Remember them telling Bryke they didn’t want a female Avatar? Why do you think there are no Korra figurines or action figures?