Hasbro committed a fan faux pas with the release of the “Star Wars: The Force Awakens” figures.
When the company released the newest set of action figures, male leads were included, but Rey, the main character, was missing.
Consumers flocked to Twitter, using the hashtag #WheresRey to highlight her absence.
In response, Disney and Hasbro released an expanded set of toys last week, a Forbes article reports.
While this may seem like dismissal of female characters, the initial decision was backed by market research. It wasn’t a group of old, white males sitting in their conference rooms.
Rather, Hasbro and other toy companies use extensive research techniques before releasing new toys.
To clarify, excluding Rey was a poor decision and it was correct to re-release the toys.
There was a vocal group of mothers and Star Wars fans who held off buying the Hasbro set due to Rey’s absence, thus losing part of the targeted consumer demographic.
They were able to capture that demographic without alienating other customers.
Toy companies use a variety of market research tools to reach any type of large decision.
One of the most popular techniques is focus groups.
These groups, less than 10 homogeneous people with a moderated discussion,, likely surveyed moms, daycare owners, young boys and young girls in separate groups.
In order for Hasbro to exclude Rey, there must have been a number of responses that said adding the Rey toy would not have increased their likelihood to purchase or play with the toys.
They likely measured the children’s “pester power”, or the ability for children to cry, whine or guilt their parents into purchasing a toy.
Because children do not have as many female action figures, they were not likely to express frustration at the absence of Rey.
Adults are more aware of gender in toys and realized the absence earlier. Companies may use observation to assess which toys children prefer, as opposed to asking questions.
This labeling mismanagement has been seen before. Target was under fire in 2015 when they labeled “Girls’ Building Sets” versus “Building Sets.”
Once again, consumers tweeted their disgust.
Target responded: “For instance, recently we conducted a test where we removed any reference to gender in the toy aisles in a number our stores. In those stores, our guest research showed us that guests preferred having a variety of indicators that can help inform and guide their shopping.”
It’s difficult for a business to turn away from seemingly gendered labeling when there is a research claim that backs their decision. While Hasbro has not released a similar report, much thought was still put into the production of the toys.
In order to prevent future relapses, it’s the consumer’s job to continue speaking their mind — preferably, before the next set of “Star Wars” toys hit the shelves.
wkiepura@indiana.edu
