In subsequent decades, popular characters like , , , , , , and became stars of long-running eponymous titles. Female characters began assuming leadership roles in many ensemble superhero teams; the series and its related spin-off titles in particular have included many female characters in pivotal roles since the 1970s. Volume 4 of the featured an all-female team as part of the branding initiative in 2013. Internationally, the is recognized as one of the most important and popular female superheroes ever created. Superpowered female characters like and have a tremendous influence on popular culture in their respective countries of origin.
Both major publishers began introducing new superheroines with a more distinct feminist theme as part of their origin stories and/or character development. Examples include , , and by DC comics; and from Marvel, the , , and . Female who were successful professionals or hold positions of authority in their own right also debuted in the pages of several popular superhero titles from the late 1950s onward: 's love interest was introduced as the Vice-President of and later took over the company from her father; , who was first introduced in the series, is a member of the and a prominent statesperson within her people's quasi-feudal society; and , a decorated in the who would become a costumed superhero herself years later.
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Superheroines can sport improbably large breasts and costumes that sexualize them. For example, 's includes a small window between her breasts; 's costume traditionally resembles erotic lingerie; and 's started as a full-body covering and over the years became progressively much skimpier. This visual treatment of women in American comics has led to accusations of systemic and .
The ideas of , which spread through the 1960s into the 1970s, greatly influenced the way comic book companies would depict as well as market their female characters: Wonder Woman was for a time revamped as a directly inspired by the character from the (no relation to the superhero team of the same name), but later reverted to Marston's original concept after the editors of publicly disapproved of the character being depowered and without her traditional costume; Supergirl was moved from being a secondary feature on to headline in 1969; the appeared in an issue of as a group of mind-controlled superheroines led by (actually a ) and were meant to be a caricatured parody of feminist activists; and Jean Grey became the embodiment of a known as the with seemingly unlimited power in the late 1970s, a stark contrast from her depiction as the weakest member of her team a decade ago.