Table 2: Costume Character Archetypes in the (Study 2) Girls and Women’s Costume Sample.

Character
Archetype
Study 2 Female-Targeted
Costumes (n = 816)
Baby Girls’ Child Girls’ Teen Girls’ Total
Girls’
Women’s
Hero 45% (n=74) 59% (n=112) 52% (n=84) 52% (n=270) 69% (n=207)
Villain 9% (n=15) 28% (n=52) 31% (n=50) 23% (n=117) 22% (n=68)
Fool 46% (n=75) 13% (n=25) 17% (n=28) 25% (n=128) 9% (n=26)
Total n 301
164 189 162 515