OK, My Little Pony you do realize was a toyline/franchise created by Hasbro and aimed at girls right? I realize that Friendship is Magic has the whole brony phenomenon and all, but it still originated as a girl's toyline/franchise.One Hot Topic shirt does not make a merchandise line. Look at Adventure Time or My Little Pony, they have shirts, toys, plush dolls, hoodies, the whole nine yards. I can walk into my local HMV and pick up an Adventure Time sword, a Fin and Jake mug, and other goodies right next to the DVDs. What could you buy for Young Justice? Some overpriced toys that were reportably very poor quality and one shirt from one outlet store? If these shows need to be merchandise driven to survive then they need good merchandise to buy and a variety of items than action figures.
Adventure Time, I realize has broad appeal. But it's not your typical action cartoon. It's considered a comedy series. To me this is apples and oranges.
I just think Smith is off-base with his argument here. I don't think the answer is simple as make t-shirts and merchandise for Young Justice or Beware the Batman that girls will buy to make the show profitable. I can see the appeal of Beware the Batman for females because Batman's sidekick is a female character. Unfortunately, other than Batman, we got virtually no figures for this show. The thing is, Mattel does market research, and these toys cost money to make. And based on their sales data and market research, there is not enough money in the budget to spare the expense on making a Katana figure, whether we like it or not. With DC Direct, it is different because those are aimed more at a collector, older market. Would making Beware the Batman mugs, backpacks, bedsheets or say a Katana costume have really made the show more profitable and attractive for girls?
I think the shift we need to see is for a show like this (Beware the Batman) to be able to be successful without having to rely on toys or merchandise sales.
The other problem is that Beware the Batman came at a bad time when DC Animation/WB Animation was in transition. Things likely had to get changed because of the Colorado shootings. This is just speculation, but maybe because of all this happening around the show, it's a show that WB wanted to sweep under the rug. And now with the Nolan trilogy over and it seems priorities shifting toward Batman vs. Superman/Justice League, priorities have shifted on what WB/CN might want to see with DC-themed animation. Just like Green Lantern came after the movie bombed, so it was almost destined to fail.