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The State We're In...
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09-09-2017, 10:56 AM
IC3 VIP3R
Iron Grenadier
Join Date: Feb 2014
Location: Oklahoma
Posts: 562
I think the heavy focus on figures and their hyper-articulation is what did in the line. When ARAH was introduced, figure articulation (and detail) wasn't any better than the cheap alternatives being offered now by Hasbro's competitors. The line emphasized the vehicles and playsets and a wide variety of them. This is what attracted the kids of day.
The highly detailed and articulated figures are great for collectors, but make little or no difference to kids - but the price difference affects the purchasing decisions of his parents. No one under 10 years old will even notice the difference between singe or double articulated knees, articulated ankles, etc.
As Hasbro moved away from vehicles and play sets and more towards focusing on the figures, their market share began to shrink as well. A cartoon appeared later, but a Marvel comic was the only "entertainment medium" support that GI Joe had at the time - and it was enough.
Vehicle concepts became more and more quirky and dumb with the now boring spring-loaded missile launcher as the only feature worth noting left newer generations of children yawning. Had Hasbro introduced cool and exciting designs earlier (the new VAMP and HiSS came a bit too late to alter the course of GI Joe sales - being relegated to Ross and the like) and incorporating some electronics into the toys like R/C, lights, sound and even IR emitters and receivers could have had a big impact on the sales of GI Joe.
Just like before with the transition from 12" to 3" Joes, maybe it is time for the brand to go into hibernation for a while before being renewed in some altogether new format.
Last edited by IC3 VIP3R; 09-09-2017 at
11:00 AM
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