In March 2009, Marvel Comics released a line of female products". This took a standard marketing line that women need different products, and released accessories and products with a variety of third party companies.
A press release can be found here and quotes Paul Gitter, president of consumer products as saying:
Since our core customer has always been guys, we need to be very careful when we introduce female product so that we don’t alienate our core.
- Needs more glitter at Girl Wonder is the best rant/critique of the product line that I found.