Young girls that like superheroes – and they do and always have liked superheroes – are still being denied action figures and merchandise with female heroes on them. This undermines the progress made by Marvel’s movies and TV shows, which include action-oriented characters like Black Widow, Maria Hill, Gamora, Sif, Nebula, Melinda May and Peggy Carter. Rendering these characters invisible while heightening the profiles of Star-Lord and Iron Man perpetuates the idea that female heroes and male heroes are intrinsically different – and that one of them somehow isn’t cool enough to be on backpacks.

To people that still roll their eyes about this because it’s more “liberal feminist whiney blah blah blah,” think about how this affects men (probably not that hard to do!). Think about what this lack of female representation does to boys, boys who see women kicking just as much ass on the big screen but then see only merchandise and toy lines where everyone without a Y chromosome has been removed. The classic excuse we always hear, that boys don’t buy female action figures, is a self-fulfilling prophecy rooted in sexism. How are boys supposed to buy female action figures if they don’t exist? And why should they want an action figure of the one character that is absent from every promotional group shot? This exclusion makes them seem secondary and different. On the off chance a female action figure does get made, they’ve traditionally been limited to one figure per case in order to make room for all the Iron Mans. This makes them impossible for anyone that’s not an obsessive eBayer to have.

[Editor’s Note: The author of this piece is a former Marvel employee and wishes to remain anonymous.]

Disney does not care about Marvel’s female market, which makes us virtually invisible. I could probably populate Pluto with the amount of Princess items Disney makes. But where are Gamora and Black Widow? This exclusion of women from Marvel movie merchandise is completely purposeful. I know; I was there.

While working at Marvel post-acquisition, I saw a deck circulated by Disney’s Brand Marketing team. I’m prohibited from sharing the slides, but the takeaway is that, unlike the actual demos, the desired demographics had no females in it whatsoever. I asked my supervisor why that was. Ever the pragmatist, he said, “That’s not why Disney bought us. They already have the girls’ market on lockdown.”

I’d entered the comics industry because I was a comics fan. It hurt to see so plainly that to Disney, people like me didn’t matter. My demographic was already giving them money anyway, with Disney Princess purchases. Even now, there’s no incentive to make more Marvel merch for women, because we already buy Brave and Frozen products.

This does not come as a surprise, really. Anyone who knows about branding and marketing can tell you how most gender-skewed business models work (and most businesses are gender-skewed). It starts when we’re babies. Blue for boys, pink for girls. Separate, but equal. Sound familiar?

Disney bought Marvel and Lucasfilm because they wanted to access the male market. To achieve this goal, they allocate less to Marvel’s female demo, and even less to a unisex one. They won’t be interested in changing how they work until consumers understand what’s going on.

So let’s delve deeper into how licensing works. To obtain a Marvel license, you typically have to be a successful company with access to big distribution channels, like Wal-Mart, Carrefour, Target, Tesco, etc. Marvel sometimes licenses to smaller companies, but the contracts work the same. There’s a minimum guarantee, royalty rates, and a payment schedule.

Most contracts never fall below $100K for a minimum guarantee, and large companies like Hasbro will pay millions over the course of a few years. Royalty rates vary by style guide and distribution channel. Movie style guides tend to have a higher rate due to actor likeness fees, and the standard royalty rate is about 12%. To pay Marvel $25K, a licensee has to make over $208K. Moreover, they need to pay their employees and manufacturers and make a profit. For Marvel movie properties, licensees need to make as much money as possible in a short amount of time. Movie characters are hot only for a few months, so both Disney and the licensees will resort to what they know best: the “separate, but equal” strategy.

Now that my short intro into licensing is over, how do we change things? When complaining about the lack of Black Widow, don’t just tweet at Marvel and Disney. Contact the licensees. They need to know there is a high demand. They need those numbers. Look into companies like Mad Engine, Hasbro, Jay Franco, etc. Look at the tags and find those companies. Demanding Frozen products for boys would be a balanced, conjunctive step.

Another route is to create your own company and get a licensing contract. 3D printers for clothing will soon be available. Save enough capital to buy one and you could flood the market with apparel that feature the Avengers, Justice League, and Guardians of the Galaxy as they were meant to be: co-ed teams.

Personally, I don’t think we need Marvel, DC, or Lucasfilm to pave the way for us. Giants will only move when there are other giants around. For example, when an indie film becomes successful it makes waves and influences the rest of Hollywood. HerUniverse and WeLoveFine are already successfully paving the way for women’s licensed clothing lines. We need more independent content that spotlights women heroes, super or otherwise. Hellboy, Wanted, and The Green Hornet didn’t break into the billions, but they are good examples of putting another horse in the race.

Content is queen. The most lasting way to change what’s around you is to create something new. So, comics creators —especially women—more spectacular women superheroes who headline their own books from Image, Dark Horse, Oni, Top Cow, you name it, would also be incredibly helpful. And indie pubs, make those comics and pitch them to Focus Features, Lionsgate, New Line and so on.

It’s time to start getting creative about our strategy. Let’s all brainstorm and share tactics. In the immortal words of Audre Lorde: “The master’s tools will never dismantle the master’s house.” It’s time to make our own tools.