A young woman was designed from the very beginning to be the main protagonist. Not someone else. Not a man. That's why Rey is the centerpiece of the hero merchandising and marketing.
“We always wanted to write Rey as the central character, but it was just one of the things we knew we wanted to do: to make the film look and feel more like the way the world looks and feels.” -
J.J. Abrams
US Weekly - Star Wars The Force Awakens Producer Answers Your Burning Questions
http://m.usmagazine.com/entertainmen...stions-2015611
http://www.youtube.com/watch?v=2anw8nmiVVA
Kathleen Kennedy (2:06): The fact that that opportunity was afforded me, it's really put me in a position to make decisions that affect a lot of the women that I work with today, that I think has made a huge difference. I mean, the fact that I can sit in a meeting and say, "I think the protagonist should be a woman," I think that those are the kind of changes that are really really important in our business...
Kathleen Kennedy (8:14): Well one of the things, I mean the fact that the company was bought by the Walt Disney Company has been amazing because they very much support the fact that we are trying to grow in the workforce a number of women in executive positions and in all positions inside the company and with the movies that we're making and with the protagonists that we're putting in the stories. And so I got a huge amount of support with that. But we have 50% of our executive team are women. And six out of eight of the people in my story group are women. And I'm sure there's a lot of people that would be surprised that we're making Star Wars movies and the majority of the people involved in the development of those stories are women. And I think that it's making a huge difference in the stories that we're trying to tell.
Kathleen Kennedy (10:40): [The new female lead character] is one of the first things J.J. [Abrams] and I talked about and that we talked to [Walt Disney Studios Chairman] Alan Horn about. It was a very early decision and a choice and something that we worked a long time developing. I think the interesting path we've had is the conversation that took place around consumer products because there were a lot of companies that were in place who frankly didn't initially feel that Star Wars was for girls. And when you have a company situation where between Lucasfilm and Disney we were all looking at this situation and saying, "No, with Star Wars we have to change this. We have to make sure that we create products that are in a sense appealing to both boys and girls. What's wrong with that?"
“Daisy Ridley’s character Rey is the new generation’s Luke Skywalker.” –
Kathleen Kennedy