When we browse Disney online store, we would sort out the merchandise by “girls” and “boys” categories.  An interesting research found that there are some toys appeared on both list but not be marketed as “for both boys and girls”, and it seems that the boys are less likely to cross gender lines than girls. (Auster and Mansbach 386, 375) For instance, the marvel hero appear in the “girls” category while the princess dress and jewelry would never appear in the “boys” category. It may explain why the Black Widow is missing as she is one of the avengers but never appear on the “boy’s” T-shirt.

Gender as simulacrum

The well-known queer theorist Judith Butler’s construction of gender argument is conceived by theorist Jean Baudrillard and the theoretical model known as hyperreality. (Sichler ,46) Patrick Nagle generalizes the above argument that gender is a simulacrum since it is an elaborate construct which is not embodied in any person in its totality. In addition, “the concepts of masculine and feminine instead serve as ideal models of behavior, appearance, and desire. These norms do not exist in the real world of imperfect bodies and unruly minds; rather, they flourish in hyperreality, blissfully detached of all referents, free to exert their intimate, nuclear control.” (Nagle, “gender as simulacrum”)

The gender simulacrum built by Disney is especially obvious as it used to imposed that a “good” girl should be feminine and with proper behavior, and the ideal model is those beautiful “princesses” who can always live happily ever after.  Unfortunately, our Black Widow is totally opposite to the above simulacrum and even she is somehow “masculine” since she is incredibly strong, talented and smart.  Besides, she is a smooth character and a little bit “crafty” as she would make use of her glamour and tricks to accomplish the mission. She is not as “true and pure” as the Disney princesses, on the other hand, she would not be a “hero” too since she is female. As a result, Disney chose to ignore her since she could neither be fit into the “boy” nor “girl” markets. Auster and Mansbach believed that “the toy companies have the capability to market toys in a more gender-neutral way.”(386) Since the concept of gender is a simulacrum, the children would easily be constructed with certain gender models. Toys are the influential means to children, so a more gender-neutral way toy merchandising would give great possibility to children.