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01-29-2013, 01:43 PM | #1 |
Baroness's Secret Lover
Join Date: Sep 2007
Location: A nice little town called Springfield
Posts: 192
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<http://m.deadline.com/2013/01/mattel-rebooting-max-steel-property-with-new-animated-tv-series/>
See the article link for Mattel's reboot of their Max Steel property. They're using a comprehensive media, TV, and toy approach. If only Hasbro would take a lesson and treat the GI Joe brand with such respect and care. It would be one hell of a brand again. TNI.com also has a more in-depth article on the Max Steel property and the approach for making it a profitable brand. |
01-29-2013, 01:49 PM | #2 |
I LIVE!
Join Date: Oct 2003
Location: Altus, OK
Posts: 6,087
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We'll see. Battle Force 5 had ALL the same stuff...and it barely lasted a year in the US.
Remember, Max Steel has been a big international hit for the last 10 years, which is probably a big factor in why the domestic Mattel is even looking at doing something with it. But we'll have to see, domestic Mattel has a nasty habit of screwing things up (see MOTU 2K, which ultimately lasted TWO YEARS longer than in the US) But again, remember that Thundercats, Battle Force 5, Sigma Six, Redakai, Monsumo and dozens of other properties launch or announce with much the same hype...only to fail to impact the market or outright flop.
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01-29-2013, 01:52 PM | #3 |
Crimson Nerd
Join Date: Dec 2008
Location: Virginia
Posts: 12,578
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Quote:
<http://m.deadline.com/2013/01/mattel-rebooting-max-steel-property-with-new-animated-tv-series/>
See the article link for Mattel's reboot of their Max Steel property. They're using a comprehensive media, TV, and toy approach. If only Hasbro would take a lesson and treat the GI Joe brand with such respect and care. It would be one hell of a brand again. TNI.com also has a more in-depth article on the Max Steel property and the approach for making it a profitable brand. And yet it's just assumed that if they tried one more time it'd "be a hell of a brand" again? Or assumed that Mattel's Max Steel approach is now guaranteed to be a big hit? Hasbro HAS tried the "comprehensive" approach with G.I. Joe. They can't exactly be blamed when it doesn't stick with the public. The public's tastes are fickle and difficult to predict, and we probably don't help matters much when every time Hasbro tries to relaunch the line we give the impression that we're raging to the heavens about how it's not exactly like the stuff we got in the 80's, only with better accessories, paint apps, and articulation. Not to mention the contradictory message that comes from other segments of the fanbase who constantly decry the lack of new characters, etc... We're a self-defeating bunch (this is undoubtedly one of the many reasons that the demands of adult collectors are often not taken too seriously by the manufacturers). Last edited by Jmacq1; 01-29-2013 at 01:57 PM.. |
01-29-2013, 01:54 PM | #4 |
Mortal Enemy
Join Date: Nov 2008
Location: Site B
Posts: 32,666
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I didn't realize Max Steele was already a success. Congrats mattel on laying out this amazing strategy and creating a licensing Juggernaut.
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01-29-2013, 02:00 PM | #5 |
Baroness's Secret Lover
Join Date: Sep 2007
Location: A nice little town called Springfield
Posts: 192
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Quote:
I love how people completely ignore that G.I. Joe has gotten a "comprehensive media, TV, and Toy approach" twice in the last 10 years (and about to get another with Retaliation). I guess because they weren't successful at reinvigorating the brand, or more likely because they weren't enough like the 80's for some of the people around here, Sigma 6 and Rise of Cobra just don't count right?
And yet it's just assumed that if they tried one more time it'd "be a hell of a brand" again? Or assumed that Mattel's Max Steel approach is now guaranteed to be a big hit? I love how people don't think things through before they post. ; ) Last edited by rsneal1; 01-29-2013 at 02:02 PM.. |
01-29-2013, 02:00 PM | #6 |
Iron Grenadier
Join Date: Nov 2010
Location: Chicago
Posts: 500
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As far as I am concerned, GI Joe's chance for a resurgence passed when Hasbro decided to skip doing anything with Pursuit of Cobra and instead put out a minimal effort on Renegades.
The only time I know of anyone "younger" (children to young adult like me) giving GI Joe a chance was with Pursuit of Cobra, then with Renegades and 30th everyone went back to looking at GI Joe as an old cheesy 80's thing. |
01-29-2013, 02:10 PM | #7 |
ha!
Join Date: Jul 2011
Location: Earth?
Posts: 3,429
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Rumor has it that gi joe is coming out with a new movie...thay might even make toys!
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01-29-2013, 02:12 PM | #8 |
Crimson Guard
Join Date: May 2007
Location: England
Posts: 1,230
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01-29-2013, 02:31 PM | #9 |
Baroness's Secret Lover
Join Date: Sep 2007
Location: A nice little town called Springfield
Posts: 192
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01-29-2013, 02:33 PM | #10 |
Crimson Nerd
Join Date: Dec 2008
Location: Virginia
Posts: 12,578
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Quote:
True, they have tried all these outlets, but not all at the same time nor with the same continuity. Yes, Renegades came out along with ROC but renegades was scrapped because Hasbro didn't want fans to get co.fused about continuity and different characters. Same deal with Renegades. I think it'd be great if the comics, movies and toys all existed in the same continuity instead of Hasbro trying to reivent it each time.
I love how people don't think things through before they post. ; ) I mean, given that Sigma 6 got a cartoon, comic books, (I believe) video games (handheld as I recall), and toys, all in the same continuity, I'm not sure what you're accusing Hasbro of not doing that Mattel is. They did the same thing with RoC. Incidentally? Renegades was about a year after RoC, so was rather irrelevant to your position. Certainly they could have tried to line up the toys and the 'toon more closely, but the toy release schedule had already been borked by retailers refusing to buy Joe until more of the RoC product had cleared out (which lead to basically a year delay before PoC hit). Unless you believe Hasbro should have outright cancelled all of PoC in favor of putting out Renegades toys? Or delayed Renegades until the toys were ready to hit shelves? What you don't seem to be "thinking through" is that in most cases the "alternate" continuities that are existing are there specifically for us (the adult collectors). IDW comics, Resolute, PoC, 30th Anniversary (The non-Renegades stuff) collection, etc... Pretty much sloppy blowjobs for the existing adult collector community. Also rather irrelevant to anyone else. Kids aren't going to know or care that the upcoming Night Viper belongs more to a different continuity than the movie, they're just going to care if it's a cool figure they want or not. The existence of IDW's comics also has little to no impact on the overall success of Joe. Kids aren't going to not buy Retaliation toys because the IDW comics exist. I mean, if it's your position that Hasbro should ditch anything we (most adult collectors) want altogether just so every single G.I. Joe thing they do can "line up" then that's a perfectly OK opinion to have. Even though your opening statement of "Mattel gets it" is considerably premature given that the Max Steel product hasn't been released yet, and similar initiatives for other lines have not garnered any sort of automatic success. That and the self-contradiction of seeming to lament the cancellation of Renegades specifically to avoid confusion with the upcoming comprehensive push while seeming to complain that Hasbro isn't doing enough to unify their continuities.... Nevermind that G.I. Joe has NEVER had a single unified continuity....even in the halcyon days of the 80's, the comics and cartoon clearly existed in separate continuities. But hey, if you'd "thought things through" then you would've known all this already, right? Last edited by Jmacq1; 01-29-2013 at 02:40 PM.. |
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