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Thread
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Texas (Northern) Sightings
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03-01-2013, 12:56 AM
Manic
Counter Intelligence
Join Date: Feb 2013
Location: Dallas, Texas
Posts: 8
Quote:
Originally Posted by
soundwavempl
Once retailers realize that collectors are what really drive the market for action figures, then sales when improve. If a collector likes and will buy a figure, a kid sure will.
Cater to collectors, not kids and see what happens especially when it comes to case/wave ratios/distribution. Of course, inventory and ordering at the retail level needs to improve so all waves are found equally (just look at Marvel Universe and the Star Wars Vintage lines).
I've got to say I disagree with some of this. The secret to GI Joe is not collectors; there aren't enough of us to carry the line into the future. It has to fall to the children to become interested in the brand and push their parents to buy the toys for them. Then, future success of the line becomes greater because some of those children will become like us, collectors.
There are currently about 75 million children in the US under the age of 10, WAY more than the few thousand who seriously collect and buy Joes. If half of those are boys, then that makes about 35 million hopefuls for buying GI JOE. Hasbro MUST target this group to sell the brand to, not to guys like us who are already "sold" on it. Sure they need to throw us some bones along the way, but in no way should they continue to build the brand of GI JOE around the collectors because it will simply not be enough.
Good brands find ways to reinvent themselves when needed, stay fresh and on the cutting edge, and continue to bring new people into the fold. If Hasbro starts making toys only for the collectors, then the line will slowly decrease every year until they finally decide to retire it. The ONLY way GI JOE succeeds in the future is by bringing on a new generation of fans. Much like what happened with most of us in the early 80's. If 1982 didn't happen, I doubt there would anything of GI JOE left, except for a few old school 12" fans scattered about rehashing the old days. Pray that doesn't happen to us.
Manic
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