Inspired by this blog, I have started some research for a field work project for a class on material culture. I am going to different retail stores and counting the Avengers toys, keeping track of how much each Avenger is represented in toys. I gave myself a couple of ground rules:
I only counted toys. No school supplies, clothes, or anything else that might be official Avengers merchandise.
I only counted toys that had the Avengers logo on them. I didn’t count anything licensed under Iron Man II, non-Avengers related Superhero Squad, or any other Marvel based property.
I’ve visited two Targets, a Wal-Mart, a Toys R Us, and a Disney Store so far. While I am not done visiting stores just yet, here is a visual representation of what I have found so far:
The top graph represents how much screen time each Avenger received in the movie. I found this here. Black Widow is featured the third most of all the Avengers at 33:35. The Avenger just below her, Hulk, didn’t touch 30 minutes.
The bottom graph represents how many toys I found that featured each Avenger. The Avenger with the most toy representation is Iron man at 413 toys. Black Widow is the least represented at 24 toys. It’s not pictured, but Black Widow just beat characters who were not featured in the movie, such as Super Skrull, which equaled 21 toys.
A couple of interesting notes:
I kept track of “action figure/doll” toys vs “prop” toys such as Hulk Hands. There were no instances of Black Widow “prop” toys.
Any time Black Widow is present, she is packaged with other characters. A vast majority of her toys were the LEGO Quinjet, which at around $70 is not the most accessible toy for low income families. She was also present in a “Special Value pack” that included 4 inch figures for every Avenger, Loki, and Nick Fury. These are the only two toys that featured Black Widow.
Starting this fieldwork I expected a deficit of Black Widow. But I didn’t expect something this drastic.