Before Star Wars: The Force Awakens even hit theaters, their was an outcry over the perceived lack of merchandising items for Rey (Daisy Ridley).  Marvel Studios' former top exec, Ike Perlmutter infamously based his decisions around toy sales and was reportedly the reason behind why it took so long for Captain Marvel to receive her own solo film.  Case in point, the first Guardians film had very little merchandise in the way of Zoe Saldana's Gamora or Karen Gillan's Nebula.  But it's a new day at Marvel Studios, with Kevin Feige now bypassing Perlmutter and reporting directly to Disney's Bog Iger.  With that change in mind, it's likely that James Gunn's assurance of  a greater merchandising focus on the female characters isn't just an empty promise. 

I’ve been on this 100% from the beginning of Vol 2 making sure our primary female characters are represented in toys https://t.co/B5CYlNNDpz
— James Gunn (@JamesGunn) June 17, 2016

Gunn also assured fans on Facebook as well.  "I'm
Source: COMIC BOOK MOVIES