I had a big ol carepost about this but deleted it. Essentially, I feel gender and other forms of representation in major hobbies - not just pinball - isn't going to be solved by painting a game pink or telling someone to play a game about SHOPPING. It's about offering options to people during their formative years that allow them to make their own choices about what they like and what they want. Pinball is CURRENTLY appealing to those who like what pinball currently is.
If things go well the people it appeals to will broaden, but that will take time.