#wheresRey: feminism, protest, and merchandising sexism in Star Wars: The Force Awakens

The blockbuster film Star Wars: The Force Awakens (2015) earned over $2 billion dollars at the box-office worldwide and became a cultural phenomenon. Produced by media giant Disney, The Force Awakens also generated huge merchandising sales and earned over $9 billion within a year. The film’s main protagonist, Rey, was heralded as a strong, feminist-influenced heroine that capably carved her own space within the male dominated Star Wars universe. Unfortunately, the inherent sexism of the film’s marketing strategy meant that Rey was excluded from the merchandising line. Consumers protested Rey’s absence and demonstrated the importance of popular culture within the realm of political protests about gender equality and commercialization, ultimately leading to industrial and social change.