The #WheresRey movement, where Star Wars toy fans have been concerned about a perceived lack of toys featuring Rey, the star of Star Wars: The Force Awakens, has had some good points. Things like a figure pack that was Target-exclusive and featured not one but two generic stormtroopers and zero Rey figures, Rey being left out of a Millennium Falcon set (she's the new pilot of the ship, for crying out loud), and a general lack of stock of the figures that are being made, are genuine complaints. And while the Star Wars Monopoly game that doesn't include Rey (Finn is in as the light side Force Awakens representative - and it's not specifically a "The Force Awakens" game, it's meant to represent the full franchise, which has been heavily misreported elsewhere) was five months old before anyone seemed to have a problem with it, it did serve as a tipping point.
Even J.J. Abrams got in on the backlash, saying he "quickly made phone calls" when he heard about Rey being left out of some of these toy packs.
Now, perhaps earlier than some of these were planned to be revealed, Lucasfilm's licensing department has revealed the full second wave of Star Wars: The Force Awakens related toys, the largest variety since the "Force Friday" release the first Friday of September 2015 (and the first wide release since the film hit theaters and Rey's true path was revealed). Some fans may see this as reactionary, not understanding how toy manufacturing and development works - these toys were absolutely already planned before the backlash. The reaction comes in pushing them out all at once in this meaningful manner, providing an answer to that big, hashtaggable question. The further reaction will be seen in the third wave of toys.
In the assortment of toys from Hasbro, Disney Store, Mattel, JAKKS, and LEGO, of the 21 newly revealed and promoted, 11 feature Rey specifically. The images, released initially to EW.com, do not include every figure; some of them are representative of a full line.
Some of the highlights have actually already been on store shelves for nearly a month, since the movie came out. They're difficult to find because fans are simply buying more Rey toys than other figures - this is a systemic problem with toy lines, not just this specific toy. When, for example, a line of 5 Marvel toys comes out, even if one character is more popular than the others, they're typically sold to stores in a box that has one of each - that means if that popular one needs to be restocked, in order to get the biggest discount on the toys, the store has to buy the whole selection again, eventually losing money on unsold toys from the rest of the line.
The toys already on the shores include the second version of the Rey and BB-8 Elite and Unmasked Kylo Ren Elite figures from the Disney Store, very difficult to find (though the online store seems to be restocking them faster). The Disney Store deluxe playset, which includes Rey, General Leia, and Captain Phasma (alongside Kylo Ren, Finn, Poe, Han, Chewie, and a Flametrooper), is also already available. New LEGO sets are also already on store shelves.
A couple of those new LEGO include some other "missing" characters, including the first figures of characters like Temmin "Snap" Wexley (from Star Wars: Aftermath and played by Greg Grunberg in the film) and LEGO minifigs of Maz Kanata and FN-2199 aka TR-8R.
Take a look through the gallery below for more images, prices, and information on these toys, and when it comes to actually finding them on shelves, May the Force Be With You.