I think a funny thing about modern culture is the consumerist mindset about equality in merch. Like people feel less popular characters are owed merch anyway. That all fans should be getting merch. Like that it isn't "fair" for characters who are popular to have all the merch. It's actually strange
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I feel like people don't consider that, even if your main isn't getting the merch, the money people whale-out on the popular characters is what keeps the lights on.
Giving merch to your big chars is a necessary evil.
I'll feel bad for the Zato-1 and Leo players who want figures/plushies but like. At some point they gotta realize that it's their random scrimblo vs. actually recognizable popular faces of the franchise.
Other corporate dude: plant the seed, people should buy merch of the characters nobody likes or they will feel bad.
i don't participate in fandoms that aren't about queer characters, so it'd be hard to find specific examples
DC many of their queer women are their most popilar characters and get lots of merch.
Guilty Gear Bridget gets the most merch by a lot.
Bg3s most queer coded of the companions are the ones with the most.
Street Fighter Juri is one of the only
Marvel that one is for sure more straight, ya for sure but also the companies been actively stopping people from making popular characters queer. Although on the X-men side a lot of the biggest names are queer.
LoL has a lot of their
Granblue Fantasy has several of their queer characters as their most prominent characters for merch, spinoffs, events, etc.
Overwatch's Tracer is for sure their most merch having girl and is a lesbian.
Gundams lesbians have got a big merch push.