Where’s Rey? Star Wars Backlash Continues as Stores Vow to Restock


She just might be the only hope for peace in the Galaxy, but she’s already MIA from most toy shelves.

When “Star Wars: The Force Awakens” opened last month, fans were delighted to discover Rey, a scrappy and mysterious female protagonist with warrior skills and Force-wielding power. Such fervor quickly turned sour when the character was excluded from a multi-character figurine pack at Target and, more recently, a game of Monopoly from Hasbro. A search for Rey on Toys ‘R’ Us’ site turns up just eight product results; Kylo Ren, the movie’s male villain, generates 31. Some consumers have taken to buying up the few Rey-related products on eBay, where 3.75-inch figures are selling for upwards of $25.

A #WheresRey Twitter hashtag has spawned hundreds of angry tweets criticizing the decision by some brands to omit Rey from merchandise.

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Via AdAge

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Lars is Google’s Head of Marketing across Singapore, Malaysia, Pakistan, Bangladesh and Sri Lanka. With nearly two decades of international experience in the Internet and media industry, his passion lies at the intersection of technology and marketing. His career spans across the globe - from Europe to the emerging markets in Asia - from early stage start-ups to large organizations, providing him with an in-depth understanding of marketing, sales and business development across cultures and industries. In his current role he is responsible for local B2B and B2C brand and product marketing across all Google and Youtube services and devices.

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