The DC Universe is shifting rapidly under the new leadership of James Gunn and Peter Safran. While the buzz surrounding the upcoming Supergirl film is reaching new heights, there is a growing concern among the collecting community and parents alike. As the movie’s marketing begins to ramp up, the retail shelves remain surprisingly empty. For a film of this magnitude, the current lack of Supergirl action figures is somewhat surprising.
To date, the only significant presence in the toy aisle comes from McFarlane Toys. Known for their highly detailed DC Multiverse line, Todd McFarlane’s team has released five figures and a vehicle based on the upcoming film. While these figures are impressive, boasting 22 points of articulation and collector-grade sculpts, they are firmly aimed at the adult market. These are items designed for display shelves and specialized collections, often carrying a higher price point that reflects their premium nature.
The real issue lies in the total absence of “play-scale” toys. Historically, major superhero blockbusters are supported by a wide array of products aimed at children. We are used to seeing 4-inch and 12-inch figures from companies like Spin Master that are durable, affordable, and designed for actual play. These are the Supergirl action figures that should be lining the aisles of big-box retailers like Walmart and Target, providing an entry point for the next generation of fans to engage with the character.
By failing to provide a line of toys for younger audiences, DC and its licensing partners are missing a massive opportunity for “shelf presence.” When a child walks through a toy aisle and sees a wall of brightly colored packaging featuring Kara Zor-El, it acts as a constant advertisement for the film. Without those basic figures, role-play sets, or vehicles, the movie loses a vital connection to its youngest demographic. In the past, films like The Flash or The Batman launched with dozens of options across multiple price points. With Supergirl, the strategy feels uncharacteristically restricted.
This drought also puts an unfair burden on the adult collector lines. When McFarlane Toys is the only game in town, those figures often sell out quickly to collectors, leaving parents with no alternatives for their children. If a young fan leaves the theater wanting to recreate their favorite scenes, they currently have very few options that won’t break the bank or break during a trip to the sandbox.
The Supergirl film represents a fresh start for the character on the big screen. The character deserves a merchandising push that reflects her status as one of the most powerful and iconic heroes in the DC pantheon. While the five figures we have are great additions to any adult collection, the lack of variety is a glaring oversight in the current DCU rollout.
With the DC license currently changing hands from Spin Master to Mattel, there is some understanding as to why there is no kid friendly product on shelves. However, I think the lack of a Supergirl “Barbie” based on the film, or at least some Imaginext is troubling. WB rolled out all the stops for Superman, but this film seems disconnected from a marketing standpoint.
Mattel may have plans to release some kid-friendly toys for the film. If they haven’t been announced yet though, they will probably not make it to store shelves any time soon. At that point, the magic is lost and the opportunity gone. Will it ultimately hurt the film, and the character?
As we move closer to the premiere, many fans are holding out hope that a surprise wave of retail-friendly Supergirl action figures will be announced. To truly cement Supergirl as a cornerstone of this new cinematic universe, she needs to be accessible to everyone, not just those of us who spend our weekends hunting for “Platinum” chases. Until then, the toy drought remains a disappointing mystery for the DC collecting community.
