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Thread
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Everyone is having a nervous breakdown!!!!!
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06-08-2009, 06:12 AM
Sigma6_fan85
Cobra Viper
Join Date: Feb 2009
Location: texas
Posts: 353
Quote:
Originally Posted by
OreoBuilder
I'm right there with you. I'm also neutral on the movie. On the one hand, I will be seeing it on opening day and it is GI Joe. On the other, I'm not really impressed with some of the stuff I've seen so far. I think it will be an ok action-flick and we will get a few toys out it. But I refuse to decide if I like it or not before I see it.
However, I have come to realise that it's ok if I don't like it. What's important, is that the 7-year old sitting next to me at the theater likes it. If he finds it cool and uses his allowance to buy a couple of toys and begs his parents for a Night Raven at Christmas, then mission accomplished!
About the 25th toys going away, I don't like it either. However, I've worked in the field of Product Design and Marketing for quite a few years now and I see that Hasbro is doing the right thing.
First off, since GI Joe has been a pretty small portion of Hasbro's portfolio for the last few years (Compared with Transformers and Star Wars that are much larger), I doubt that they can deploy very many internal ressources in terms of number of designers/design time and production assets to a relatively small brand. That means that if the GI Joe designers are busy drawing up toys for the movie line and the production lines are busy molding and assembling movie toys, then who is going to work on 25th figures?
Second, this is a relaunch of the GI Joe brand for the mass market. Marketing 101 says that you don't want to compete with yourself at retail. That means that for Joe, parallel product lines are a no-no right now. Now before anybody says that Star Wars has several lines, remember that Star Wars is a much bigger brand than Joe and can support parallel lines.
Third, Hasbro does not tell retailers what to do. It's actually the other way around, retailers tell Hasbro what they want. Remember that the retailers are Hasbro's customer and the customer is always right. So if the Walmarts and Targets of this world told Hasbro they don't want waves 14 and 15 and no parallel Joes lines than that is what Hasbro will do.
My belief is that if this movie and the toys do well for Hasbro and more importantly for retailers, we will see alot more Joes - Classic and otherwise - on the pegs in the next few years. Basically, the movie is just the beginning. We believe in Joe, Hasbro believes in Joe, but now retailers have to believe in Joe. It has to prove itself as a strong brand in the eyes of retailers. This movie can do that (or not). So when Hasbro says that the movie has to be succesful if we want to see more Classics, they aren't threatning us or blowing wind up our butts. They are simply stating that if the movie fails, retailer support will go away.
A successful movie can transform a small brand like Joe. The Transformers movie did it for that franchise. It went from a 100 million $ brand to 350 million $ brand practically overnight. The result is alot more shelf space at retail, an energized fan base and overwhelming retail support. Joe needs this if it is to survive for more than 5 more years. There are only so many Classics that can be remade and then what?
Sorry for the long post.
OB
beautiful post there. so true.
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