I'm gonna be real, I don't actually know that that is true. As much as I hate companies and think their homophobic I try to think of a fandom that doesn't pretty prominently use their top billed queer characters and find that it doesn't really exist. Like where are you seeing this merch disparity?
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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.
my POV as a Monica fan is that she'll be the last who gets any stuff even if "less popular chars should be owed stuff too". without it - no stuff, ever
Like it's unlikely most the cast of any FE game games merch. These are huge rosters of characters and we don't have FE cipher anymore.
*note: comparison "cishet-queer" only applicable for the same level of popularity in the media
anyway, i apologize, i shouldn't have talked about this in the first place. just my sad thoughts