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Disney’s treatment of Star Wars has shifted significantly since its purchase of Lucasfilm in 2012. Historically, Star Wars appealed primarily to a male-dominated audience—an audience that helped build the franchise into a multi-billion-dollar empire. Under Kathleen Kennedy’s stewardship, however, there has been a noticeable pivot toward a "female-led" narrative, as exemplified by characters like Rey and later the focus on strong female leads in series like The Mandalorian, Book of Boba Fett, and The Acolyte.