Hasbro Responds to Sexist Removal of Rey in Star Wars Monopoly

These aren't the game pieces you are looking for...

(NOT-SO) SPOILER ALERT for ‘Star Wars: The Force Awakens’ — There’s a girl in it.

Now that we have that out of the way, that girl — Rey, the heroine of Episode VII — is a major part of the movie and that implies she’d be a major part of the marketing, too.

In the first trilogy, Princess Leia Organa was the sole reason little girls had any reason to care about Star Wars. The second trilogy’s pull for the female Jedi was Princess Padme Amidala (mama of Leia and her brother Luke, which you may know). And so, following the example, Rey is this trilogy’s appeal for the softer side of The Force.

You have seen her in everything and on every toy shelf. Only there was one clear exception for which movie fans finally have an answer. Star Wars and Hasbro got together to make a collector’s edition of Monopoly.

Cool idea. From the Alliance: Luke and Finn, for those who want to go old school or new. And from the Dark Side: Darth Vader or Darth Emo Kylo Ren.

Yeah, no girls allowed.

It seems this was the straw that broke the sexist’s back. The wide-spanning search for Rey went everywhere. Thanks to NPR’s research: Bedspread? No Rey. Disney store display? No Rey. Barnes and Noble bobbleheads? No Rey. Walgreens shelves? No Rey.

Social media has gone ballistic for the past two weeks, even creating trending hashtags #WheresRey and #WhereIsRey. But now, it’s become less of a marketing product issue and more of a segregationist PR issue. Largely, thanks to an 8-year-old Jedi apprentice:

The fallout from the Monopoly required Hasbro (and Lucasfilm and Disney) to finally answer the haters. First, when: 

Now, why. In short, they did it for you.

“The Star Wars: Monopoly game was released in September, months before the movie’s release, and Rey was not included to avoid revealing a key plot line that she takes on Kylo Ren and joins the Rebel Alliance,” a spokesperson for Hasbro explained [to The Hollywood Reporter].

It took that long to get this answer, which means, Hasbro and the other powers that be, thought the #WheresRey campaign would die down.

And therein lies the PR rub: If you wait for things to fade away, often the disappearance you report to your client is only hibernation. Your crisis will return if not resolved.