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07-10-2014, 02:44 PM | #1 |
Cobra Agent
Join Date: Jul 2014
Location: Earth
Posts: 8
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I just wanted to take a minute to discuss the brand, where it's at, and my own conclusions. It really saddens me that the G.I. Joe brand, which has so many positives, is in a pretty sad state these days. I know a lot of people will say that it's just the times moving on, and yes some things do die...but look at Transformers. Look at Pokemon. Heck, look at Star Wars. All of those properties are still going strong, to varying degrees, and for various reasons. However, G.I. Joe is languishing (I know it's not the only one, as one could say that the MOTU line is also in the same state...but that's not the focus here).
So, why is it happening? Well, I believe one reason is the state of the country itself. We have been at war in the Middle East for over 10 years. People are war weary. Like it or not, that has a negative impact on any IP that is related to the military. Of course, hardcore fans aren't affected by this, but it is the masses that are. The moms and dads, who don't care anything about the end product. They just want to buy their kids want they want, and make them happy. And, these days, guys and gals with guns, shooting at each other, is not what parents are buying. I do believe a big reason is Hasbro, and it's complete incompetence. It's one thing that they should have learned from Lucas, even though he became rather inept at movie making, he still pushed the brand, and pushed it hard with unique and innovative collectibles. Everything under the sun has been splashed with the Star Wars label. And, like it or not, it is what sells. Hasbro has failed to build the brand, and it's pretty sad, because there are easy ways to do it. It just costs money...which they obviously do not wish to part with when it comes to G.I. Joe. Here are just a few examples, that I believe would build the brand, and cause it to catch on much more than it is at this point: #1: A well made cartoon, just like Clone Wars. Super stylized, but with super fluid animation, and a well done story. Clone Wars was an amazingly well done cartoon, and something like this would go a long way to energizing kids about the product. Emphasize the weaponry as laser pistols and rifles, and make them completely unrecognizable, if you have to, from modern weapons. #2: Video game. It's the long standing sore point with the G.I. Joe franchise, and the sad thing is that there are tons of studious out there that are looking for work, and would love to do G.I. Joe justice. Hasbro just needs to pony up the money. FPS: Imagine DICE making a G.I. Joe game, akin to Battlefield 3? TPS: To me, this one would work best, and was attempted during the movie, to horrible results. Get someone competent to work on it, and make a Third Person Shooter that allows you to see highly detailed models of the characters. That's what we really want. To see the Joes in action. And Cobra, too, of course. RPG: Imagine Shadowrun Returns, or Wasteland 2 gameplay, but with squads of 4 G.I. Joes. You could tell an epic story, and have someone competent like Obsidian make it. Strategy: X-Com: Enemy Unknown gameplay, but within the G.I. Joe Universe. This one here is really my dream game, but probably wouldn't sell like gangbusters. Mobile: Well, they do have a Mobage mobile game, that I haven't tried. Looks fun, for a mobile game, G.I. Joe: Battleground. Lastly, copy Travelers Tales Lego games, and either have them do it (which they probably cannot due to the Lego license), or have someone else make a Kre-O G.I. Joe game. So simple. #3: Animated movie. I don't know why movie studios want to always throw animated cartoons, onto the big screen with live action people. They just really don't work, honestly. Not to the degree that the fans want to see, anyway. Imagine a high end Japanese animation studio, doing a Westernized G.I. Joe animated movie, packed from beginning to end, with amazing action, explosions, firefights, explosions, a love scene (just some kissin', c'mon now), explosions, and an epic final battle. With a really big explosion. #4: Branding. I can't find a single t-shirt, mug, pencil, whatever, around, and a million Transformers products of the same kind can be had. Really, Hasbro? You can't tell me that you can't make retailers buy a box of X, with different brands, including G.I. Joe, to heighten awareness. #5: Toys. It's really the only thing they are doing right, and even that was just luck, with the Kre-O line. To me, they hit the nail on the head with this one, and it's an amazing line. Honestly, the 3 3/4 line just looks bad, to me. But, I'm just not into that like I used to be, so that could be me. #6: Board Games and RPG's. These won't build the brand, as it's a niche market, but anything counts. People would buy this stuff, but again, it's a limited market. A real idea is merging toys and games, kinda like Skylanders, Disney Infinity, or with what Nintendo is doing. This is the perfect choice for G.I. Joe. Makes a game the fans always wanted, and you have tons of figures with next to no R&D cost (you already made them up, complete with years of back story for the game). Anyway, just curious what your ideas are...and whether or not you blame Hasbro, or the brand. I blame Hasbro. Last edited by Serpentine; 07-10-2014 at 02:45 PM.. Reason: Cleaning up |
07-10-2014, 03:06 PM | #2 |
Feels Good to be So Bad
Join Date: Jun 2014
Location: Prattville, AL
Posts: 55
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I couldn't agree more Serpentine. G.I. Joe is in the crapper right now, and desperately needs to be revived.
I will argue one point with you, however. I want the live-action movies to continue...I just want them to do a better job. "Retaliation" was a step in the right direction, but even it needed something else. I'm annoyed they've killed off some key characters (Duke, Firefly) and miswritten others (Baroness, Dr. Mindbender), but now that a third film has been announced perhaps we will finally get the Joe movie we deserve! I'm a dedicated collector of the 3 3/4" toy line (80's-early 90') and the comics (IDW is my favorite). My son will grow up learning all about the war between the Joes and Cobra, but I weep for all of those red-blooded American children who won't be raised on it. G.I. Joe NEEDS help, I just wish there was something I could do.
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07-10-2014, 03:10 PM | #3 |
Cobra Viper
Join Date: Sep 2013
Location: Dallas, Texas
Posts: 188
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For the brand to attract kids now, it's going to need something to drive it.
A quality blockbuster movie would do it but it would have to aimed at kids, not adults. Maybe make it an animated movie. However, with so many PC parents these days, how many will take their kids to see a movie about an anti-terrorist force? If they could make a blockbuster movie, they would need a cartoon to tie into it. Something to keep kids interested in it while they're getting bombarded by Marvel, DC and Star Wars movies in the coming years. Video game would be good too but the people playing a BF3 or COD type Joe game aren't going to be buying the toys. Most of those will be teens, young adults and up. I really think we're in the middle of what happened to GI Joe in late 70s. Interest in the 12" Joes was gone and I think that's where we are now with the 3.75". It's going to take something completely new and different to revive the brand for modern kids.
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07-10-2014, 03:19 PM | #4 |
His Holy Amphibian
Join Date: May 2009
Location: Beyond the Pond
Posts: 777
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I don't believe 10 years in the Middle East has anything to do with it. Remember it died out in the early 90s when there was no war. Kids today have a lot more to chose from then when Joe was in its prime in the 80s. The same could be said for a cartoon today. They have a lot more in terms of what they can watch. As for some of the competing toys. Look at how big the Legos lines have expanded. As for the juggernaut that Star Wars has become, remember there was a time when Star Wars was dead. Between Droids and The Power Of The Force lines there was NOTHING. That was almost a decade. I think video games is the real issue though. My sister bought my nephews all the new Joe stuff around the spy troops and venom vs valor time and they still would rather play on the xbox. They only played joes when their dad was on the xbox.
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07-10-2014, 03:48 PM | #5 |
Crimson Guard
Join Date: Jul 2008
Location: Poughkeepsie, NY.
Posts: 2,258
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I also agree with this and think about it often. It's Hasbro. Not the great guys making the toys but the upper management. They don't seem to know what to do with GI Joe and they certainly don't seem to want to throw money at the Joe brand. You need to spend money to make money, and this is exactly the type of scenario that saying applies to.
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07-10-2014, 04:10 PM | #6 |
Iron Grenadier
Join Date: Mar 2014
Location: USA
Posts: 950
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It is definitely Hasbro, but not for any of the reasons you cited.
Hasbro doesn't have a defined idea what the G.I. Joe brand is. Is it fantasy? Is it military? Is it sci-fit? Is it simply a nostalgia 80's brand? Is it a ninja brand? They keep jumping from concept to concept hoping for something to stick, and with each move they get farther and farther away from the core brand values that have driven its success when it has been successful. It is a military brand, first and foremost. You can't run away, or too far away, from that fact and still make a product called G.I. JOE that makes sense to the consumer. It would be like calling Transformers "My Little Pony." They need to embrace that it is a military brand and develop a concept that is exciting for kids and friendly for parents. But the idea that we are a society that is fatigued by war is nonsense. We've become a society that absolutely supports and celebrates our troops. It would be so easy to execute G.I. Joe as a brand that celebrates our troops while not remotely celebrating war. That is what G.I. Joe is about -- celebrating and honoring our troops. The idea that mothers in this country are all such peace loving, anti-violence hippies that they wouldn't let their children play with violent toys is nonsense, otherwise even Transformers and Star Wars wouldn't be successful, which are violent in their media forms. The rest of the suggestions, from cartoons to video games to licensed shirts and pencils, are supporting elements of a brand, not what will make the brand interesting. The concept has to be interesting for children, otherwise a video game or cartoon will just be a video game and cartoon they aren't interested in. The cart doesn't push the horse. |
07-10-2014, 04:11 PM | #7 |
Welcome To Cobra Island.
Join Date: Apr 2009
Location: Canada
Posts: 561
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I think another big part of it is that Hasbro has 2 successful 3 3/4 lines right now - Star Wars & Marvel. There's no real competition in the scale for those 2 lines other than DC & TMNT (which is a different figure) so they don't need to devote resources to GI JOE.
Had Hasbro never merged with Kenner and Star Wars was running the 3 3/4 game I'm sure Hasbro would be dedicating more effort to Joe. Plus all the other stuff you said.
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07-10-2014, 04:13 PM | #8 |
I Brake For Asari!
Join Date: Apr 2008
Location: Thessia
Posts: 32,377
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Needs a cartoon. on a decent sized network.
Cartoons sell toys.
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07-10-2014, 04:16 PM | #9 |
Iron Grenadier
Join Date: Mar 2014
Location: USA
Posts: 950
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Quote:
That is, well, I mean, that is just silly. Hasbro wants to do one thing an done thing only. Make money. They want to sell G.I. Joe and increase revenue. It has nothing to do with some contentness with their current sales. |
07-10-2014, 04:17 PM | #10 |
Iron Grenadier
Join Date: Mar 2014
Location: USA
Posts: 950
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