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| Here is how to Reinvent the DC 3.75 inch scale
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Matty Member |
Step 1 - Just kill the entire concept of "Infinite Heroes" for now. It didn't work.
Step 2 - You have a brand new awesome DC Universe Online Game coming out this Fall. Repackage the Line and Rebrand it as the NEW 3.75 DC Universe Line. Make each figure come with a Bio Card specific to that character in the DC Universe Game, you could even include some sort of secret unlock codes. Step 3 - Kill JLU as soon as the last wave of NEW figures hits Target shelves. This Zombie line is eating up valuable Real Estate at Target. Step 4 - Bring Toy R Us and Target onboard to carry this. F*** Wal-Mart. Step 5 - Let both stores carry a few different exclusive figures or sets to induce retail traffic into the stores. Step 6 - Fix the MSRP at $4.99 a figure, which means the stores won't charge more than $5.99 each. Step 7 - Have a REAL mail in promotion, not some kind of ridiculous "in person event" where some slob with a website who kisses your A** gets 1 of only 4 exclusive items - that just ticks off the rest of the collectors. Instead anyone could collect several proof of purchases and MAIL IN the forms to receive an exclusive weapons pack including Batarangs, Lassos, Green Lantern Power Batterys, Kryptonite, GUNS, Versions of IN GAME featured items/powerups etc. Step 7 - Cross promote this line in DC Comic Books, Video Games, DVDs, and TV Commercials. Step 8 - Make an actual commercial with KIDS playing with the figures and air it during Oprah, and Judge Judy during the day for Moms to see. Also air it on Cartoon Network for kids to see. Then you'll have hit all the major audiences of buyers - Moms, kids, and of course the Die-Hard Fan-Boy collectors. |
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Matty Member |
I see plenty of game-based action figures rotting in toy aisles until they hit clearance.
If it's profitable for Mattel, there's no reason for them to drop it. One line has nothing to do with the other. That's not how manufacturing works, and that's not how retail works.
Wal-Mart is the largest toy retailer. This strategy makes no sense if you want the line to be successful.
They've already been doing that.
That will never happen, and it certainly isn't the way to go if we want quality figures.
Someone is very bitter, huh?
Like all the Marvel Universe ads that run on television? Oh, wait. Did you have any good ideas? |
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Matty Member |
Wow man, mean spirited.
I agree, game-based characters have never appealed to me and there are quite a few hanging around on pegs, but this idea has merit. It's marketing skill to tie in your products and cross promote. The fan base for these heroes has been around a looong time. Movies, comics, toys adn video games can feed off of each other successfully if done correctly. I agree with killing the JLU line simply because I don't buy it and prefer the Infinite heroes style. However I don't wish that on collectors. Fans of the line want it I hope they get it. Profit is definitely the motive, we all know that. For manufacturers and retailers. I don't know squat about the inner-machinations of retail/manufacture deals, but trying to hock your product in as many places as possible seems like the smartest way for companies. It may be ignorance but that would seem to benefit the seller and the buyers. I agree, the prices should be set more reasonably, but it's not a surprise. Like we said, profit profit profit. It's the way of the world no? However I think the quality should be improved for the prices we already pay. I have to agree. There are some cool exclusives, but not all of us have the means to get to events or pay out the wazoo to become an official member. I haven't had too many issues with this except for Nick Fury, Red Skull & The Wonder Twins. Since DIE-HARD collectors are definitely going to make sure they get the exclusives, why not make the figures variants or super obscure so that your average collector won't be uber disappointed not to get them? For example, Nick Fury is a main character and I feel should have been on the shelves for buyers. Nick Fury, blue & orange color scheme with a Jet Pack and brother Scorpio could be the exclusive. Just my opinion. Promotion is always smart, but it seems if done right, this line has such a built in audience, it should be no problem to raise it to the standards of DC's other figure lines. |
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Matty Member |
The two things a mainstream action figure line needs to be healthy are kids who want to play with the toys and media support to generate retailer interest. What provides better media support, a comic-based RPG or a major theatrical release? Which has a better shot at getting kids interested? The retailers who matter most aren't going to jump back into this line if it's tied into a game, but they'll want to fill their aisles with toys that coincide with a summer blockbuster. What did they say would be the focus for 2011? What's the big DC movie coming out in 2011? Same answer. The strategy Mattel is taking now is the best thing they can do for the scale. |
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Matty Member |
True enough, hopefully this means we will see quite the assortment of Lanterns. Wonder how close they will stay to the characters. Personally I would love to get my mitts on a Kilowog, Tomar-Re or Ch'p, but if they are drastically altered movie versions, I don't know if I will plunk the cashola.
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Matty Member |
Considering how much tooling they already have, I would certainly expect to see plenty of comic-based designs when they show new products.
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Matty Member |
Caped Crusdaer are you affiliated with Mattel in any way?
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Matty Member |
Why would anyone affiliated with Mattel use a photo of a DC Direct figure as his avatar? |
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Matty Member |
Just kill this line already.
JLU FOREVER!!!! |
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Matty Member |
Noooo! Dude, don't sabotage us! There's room for everyone!
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Matty Member |
I want a highly successful 3.75 line for DC. Unfortunately to do that we need a reboot.
I defended this line against MU out of pure spite for Marvel. The truth is they needed a better design team from the start and still do. I really get sick of having to buy duplicates of characters to get other characters, ala the 3 packs. Then of course they started sneaking those figures out into singles which really screwed things up. Because now I have multiples of guys I didn't want to buy again. The newest wave of corrections are great, but I'm still not happy with the true scale of the characters. Not to mention my #@$*(% pack in Green Lantern figure has two left shoulders. Grrrrrrr. Any character but Hal! I like the idea of rebranding the line to give it a sense of newness. The bottom line is the competing toy line was more committed than Mattel has been. I really want that to change. Rebranding is the best way to get more of a clean slate. It just needs a reboot and more commitment. Think of it. In the last two years of conventions Mattel has had almost nothing to show for this line. Hasbro has had tons to show for MU. Give it the commitment and quality and the sales will be there. |
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Matty Member |
I see plenty of game-based action figures rotting in toy aisles until they hit clearance. All games are not created equal. The HALO License is the only thing keeping McFarlane Toys above water and is a big winner for the company. DC Universe has 3 Giant corporations (Time Warner, Sony, Mattel) behind it and it would behoove them to get their buts in gear to see this launch off well. If it's profitable for Mattel, there's no reason for them to drop it. One line has nothing to do with the other. That's not how manufacturing works, and that's not how retail works. Is it profitable for Mattel? That's exacly how Retail works. Mattel has limited shelf space allotted for stocking of their lines at Target. DC Infinite Heroes and JLU take up that same limited space each line is cannabalising the other. Wal-Mart is the largest toy retailer. This strategy makes no sense if you want the line to be successful. Walmart is in trouble. They have slashed their toy sections and are not looking to expand in this arena. Top management has already looked into cutting back toy orders significantly for the coming year. the company's main focus is on Sino-US relations and Chinese expansion. They could care less about selling toys in the US. After the Union Card Check is passed this year Wal-mart is going to take it on the chin when their employees start to unionize. They've already been doing that. Yes I know and they should not only continue but expand on this. That will never happen, and it certainly isn't the way to go if we want quality figures. Why not, if deflationary forces finally kick in we could be paying as low as $2.99 retail for these. Quality from Mattel - now there's a contradiction. The best collectors can hope for is "good enough". Someone is very bitter, huh? Yes you could say under the table dealings of favoritism does make fellow collectors bitter. Like all the Marvel Universe ads that run on television? Oh, wait. Hate to break this to you but Marvel Universe has been a total flop for revenue generation at Hasbro. That why they're bringing back the full scale Legends line in 2012. They are barely breaking even on this 3 3/4 inch line. They have no idea on how to market this line. Although the secret Wars Two-packs have been a success. Did you have any good ideas? Tons, how about you? |
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Matty Member |
I suggest getting over it or finding a new hobby. This is hardly the only line that does that.
You couldn't possibly be further off the mark with that crack at an observation. Their sports lines continue to be very successful.
The 3¾" DC line isn't going to have anything to do with game, nor should it.
Of course it is, or they wouldn't continue investing in it.
You have demonstrated beyond any reasonable doubt that you have no concept of how retail works.
See? That's exactly what I meant. One line has nothing to do with the other. Target doesn't say, "Okay, Mattel. You get this much space, so what can you put in it?" Your entire plan (to use the word generously) is built around your own misunderstandings.
You would obviously like that to be the case.
There hasn't been any slashing of toy departments at any of the several locations near me.
These are unsubstantiated rumors. Also, it was supposed to happen this year when the rumors first started making the rounds. Don't believe everything you read on the internet.
Which explains why their corporate buyers negotiate for exclusives. Once again, you are mistaken. http://www.time.com/time/busin...8599,1920698,00.html
Except that it's far from guaranteed to pass this year, and even if it does, it will be a very diulted version of the original bill (the notion also flies in the face of your next point).
That will never happen, with the exception of overstock you'll find at discount retailers.
So why are you interested in their merchandise if you don't believe they produce quality products?
Your delusions and conspiracy theories are better suited for the kind of sites populated by like-minded individuals. Perhaps something associated with Alex Jones would be appropriate, the kind of environment those of us grounded in reality tend to avoid.
There goes your imagination running away with you again. I'm sure the big push Target is making with the line for their fall reset is a real blow to the brand's bottom line.
They're going back to the 6" scale because retailers want it. End of story. That's the basis of the manufacturer-retailer relationship. Retailers (Wal-Mart, actually) wanted a 6" line of DC characters, which is how Mattel eventually got to the DCUC line seen today. Retailers tried pushing in '09 for smaller toys; they even wanted smaller cards for the figures that were already in the smaller scale. DCUC continued to be successful, so retailers want 6" Marvel figures back now. It's simply a matter of supply and demand. A manufacturer's demand comes from retailers; Hasbro doesn't just decide that 6" is going back to the toy aisles.
The pretense of having insight on matters about which you know absolutely nothing only serves to convince your audience that your statements can never be taken seriously.
Is that so? You're hilarious. I mean, I do see someone who has no idea about anything on the business side of the toy industry, but he doesn't work for Hasbro.
See the bit above about not taking your commentary seriously. This message has been edited. Last edited by: Caped Crusader, |
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Matty Member |
Retail does have alot to do with the distribution, Walmat Soely put the MOTU line outta business because they wanted to sell it at a lower cost than Mattel could afford to make, package, and ship the figures!
This is a main reason that Mattel took the MOTU line to conventions and online, Retail make alot of decesions as to what lines make it and which lines do not! You want certain figures certain sizes, purchase every figure in a line!! B&TB sold mostly Batman figures it was not profitable for Mattel to produce anyother figure! As far as Hasbro goes they get it but they are also in Wally's pocket!! Matty is Not! |
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Matty Member |
The 200X MOTU line failed because they flooded retail with He-Man and Skeletor figures, and kids weren't interested in the property. And of course retailers make the decisions that determine any line's fate, which is why deliberately excluding any of them - and especially the largest of them all - would be a foolish strategy.
DC Universe Classics exists in the first place precisely because Wal-Mart requested a 6" DC line. Both companies are beholden to Wal-Mart; any suggestion to the contrary is a fantasy. |
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