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Is diversity to blame for Marvel's declining sales?

DIVERSITY: The cast of Marvel's Black Panther

A BOSS at Marvel has blamed a decline in sales because of embracing more diverse characters.

David Gabriel, who's vice president of sales, claims readers are "turning their noses up" at diversity and don't "want female characters out there".

Speaking on the increase of diverse representation in the Marvel world, Gabriel said: "I don't know if that's a question for me. I think that's a better question for retailers who are seeing all publishers. What we heard was that people didn't want any more diversity. They didn't want female characters out there. That's what we heard, whether we believe that or not. I don't know that that's really true, but that's what we saw in sales.

We saw the sales of any character that was diverse, any character that was new, our female characters, anything that was not a core Marvel character, people were turning their nose up against. That was difficult for us because we had a lot of fresh, new, exciting ideas that we were trying to get out and nothing new really worked."

Gabriel later released a clarifying statement, saying some retailers felt some core Marvel heroes were being abandoned.

Comic book sales have been falling at the company since October, however some fans argue it's complicated storylines is contributing to their falling sales.

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