Speaking of EAH, I noticed lately that it really goes for girl power...uh PRINCESS power. Some of the marketing really focuses on the Everything of the girl, just like DC Superhero Girls. Maybe if DCSHG gets popular, EAH would follow suit. I know this seems counterintuitive and ironic because it's mainly for the little kids' market but I don't care AT ALL(...okay, slightly) about the dolls and the cheesy cliches. I like how they have a variety of characters and personalities (also presuming for DCSHG) but both DC Comics and Mattel have to dig deep and make the girls, boys, women, men and robots perfectly complex (for the young demographic at least) in the non-toy department, just like what made comics and superheroes popular. Sure, trusting that everyone is good inside - and the most bad they can be (context-wise) is because of jealousy and other human qualities - but the morals, messages and familiar kiddy archetypes the various media would teach is just part of the plot and story. Everyone does have GOOD and BAD within themselves; just don't make any action a character does - well- or ill-intentioned - well 'heroic'.
Any kind of action or opinion could be relatable or justified to an extent; kids would like to know it's okay to hate something or someone (unless the opinion is hugely based on sex, race, etc of course).
Excuse me for the somewhat unrelated mini-essay, I was just ranting about today's doll marketing and its many media in general ( but mostly because of a certain campaign in EAH news, which I'm passionately against-indifferent to, however being scared of looking unreasonable/serious in another wiki/forum) which just so happened to be related here. HEEHEE