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Who is perpetuating the notion that villains don't sell? Okay, maybe D-list Avenger villains like Eel, Living Laser, Rock Python, don't sell, this is because Avengers before MCU were actually behind Spiderman and X-Men.
A to B list X-men and Spiderman villains, who at least had some motion picture or video game adaptation sells pretty well. Figures like Mr. Sinister, Black suit Apocalypse wave Magneto, Sabretooth, Mr. Sinister, Vulture, Hydroman, Dr. Oct, Mysterion and so on sell pretty well off the pegs. I'm sick of seeing Shuris, Rock Pythons, and Wasps. We already have too many Logans or Spidermans and not enough villains, put some decent effort into B list villains and watch them fly off shelves more than D-list diversity hire heroes.