Star Wars fans are disturbed by a decision to omit lead character Rey from the new The Force Awakens themed Monopoly game.
Rey is the female lead in the latest Star Wars film but the character is missing from the Hasbro game, forcing fans to ask: "Where is Rey?"
A female heroine has otherwise been welcomed by fans of the franchise.
"How could you leave out Rey!? Without her, THERE IS NO FORCE AWAKENS! It awakens in her!" 8-year-old Annie Rose wrote in a letter to Monopoly creator Hasbro which was posted to Twitter.
"Boy or girl, who cares? We are equal, all of us!"
Amazon reviews of the game were particularly damning of Rey's absence from the game.
"Really? You DON'T include a 'Rey' game piece to use with this?!?! Why this game left out The Force Awakens main protagonist baffles the mind ... and is inexcusable," JHB said.
"RIDICULOUS and SEXIST that of the four playable characters, there are no women," Matthew Smucker said.
The four character tokens consist of Finn, Kylo Ren, Luke Skywalker and Darth Vader.
This is just the latest official merchandise mishap which has drawn criticism for promoting less prominent male roles ahead of Rey.
The hashtag #WheresRey has been trending since it was discovered she was replaced by two unnamed male Stormtroopers in a figurine set.
Many upset fans voiced their concerns on social media.
Toy manufacturer Hasbro says the reason Rey wasn't in Star Wars: The Force Awakens' Monopoly game was because they didn't want to spoil the film.
"The Star Wars: Monopoly game was released in September, months before the movie's release, and Rey was not included to avoid revealing a key plot line that she takes on Kylo Ren and joins the Rebel Alliance," a Hasbro rep told Entertainment Weekly.
"Fans will see more Rey product hitting store shelves this month, including 6-inch and 12-inch Rey action figures. We are thrilled with the popularity of this compelling character and will continue to look for ways to showcase Rey across all of our product lines."