A dad shopping for his daughters noticed an important character missing from one of Hasbro's Star Wars: The Force Awakens sets.
From there, others started using the #WheresRey hashtag with their observations while trying to buy Rey-related Star Wars toys.
Twitter: @holden
The Star Wars Monopoly set, for example, favors Finn opposite Kylo Ren instead of Rey.
Some have noted that Rey is present in other sets, just not the Target-exclusive one.
Another possible reason for the apparent lack of Rey in stores might be the popularity of the character. This Disney Rey figure, for example, is almost sold out on Amazon.
amazon.com
Rey figures are also going for higher prices on eBay in general than Finn figures, indicating that they might be selling out in stores.
There's also the spoiler argument: That is, toymakers might have been hesitant to include Rey in toys like the Monopoly set for fear of revealing details about the movie.
Disney / Lucasfilm
However, the fact that the only person besides Han Solo who pilots the Millennium Falcon in the movie is missing from this set is...interesting.
And filtering Star Wars toys on the official Hasbro site reveals a concerning point of view as to whom these toys are for.
Twitter: @rondoftw
BuzzFeed has reached out to Hasbro for comment.
It's tough being a heroine.
Disney / Lucasfilm
UPDATE WITH MODERATE SPOILERS
Disney
Disney contacted BuzzFeed, confirming that some Rey figurines were held out of stores until after the movie was released as they contain moderate movie spoilers. Disney noted that a new wave of Rey products will be available in January.
