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Thread
:
G.I. Joe: A failure of the brand, or Hasbro?
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07-12-2014, 01:17 PM
Dusty Ayers
Hisstank.Com General
Join Date: Jun 2009
Location: Secret underground complex
Posts: 7,026
Quote:
Originally Posted by
Jmacq1
Never fails...the same folks assuming Hasbro is a bunch of complete incompetents who don't care about G.I. Joe while completely ignoring the multitude of attempts to revitalize the brand that Hasbro has attempted over the last 10 years, to varying degrees of success, but ultimately not enough in the long term.
It's the brand coupled with the waning prominence of 3 3/4" action figures as a whole. Even Star Wars and Marvel are starting to languish now. At this rate I'm not going to be at all surprised if the toys from Star Wars Episodes VII - IX become the last gasp of the 3 3/4" action figure market before it shifts entirely to "niche product" status.
Where the brand is concerned, it simply doesn't seem to click with kids, for whatever reason. As others have posited, a ground-up reboot probably has more likelihood of catching on big-time than yet another retread of 80's ARAH, no matter how well-done it is.
Folks also like to forget that for the most part G.I. Joe has consistently been on shelves for the better part of 30 years. That is EXTREMELY rare for a toyline. The brand as a whole has been a success, but I've reached the point where I firmly believe that it's time for Hasbro to cut the cord and move entirely into the next phase of G.I. Joe...that may be a phase that we old timers don't like anymore than the old 12" crowd liked the switch to 3.75" (and many of them didn't), but it may ultimately be what brings the brand full-circle into prominence again.
It's just that we'll likely be sitting on the sidelines for it.
If anything, what Hasbro can be blamed for is not pulling the plug on ARAH sooner, I love ARAH and I'm glad for the product we've gotten, but in all honesty when I finally got my hands on Kwinn many months ago, it really felt like a fitting end to the era for me personally. The 50th stuff looks pretty good in a lot of cases, but I've realized I can probably live without most or all of it (at this point the only thing I have left on preorder is the Destro/Hawk/Leatherneck pack). I may be pretty close to "done" with ARAH Joe.
I see a lot of people post that they 4" scale is coming to a close. What is going to replace it? I think the 6" scale is really cool and allows for a lot of detail like in the SW Black series. However, isn't the larger scale targeted at collectors? Plus, any vehicle scaled for a 6" fig would be pretty large. So what will be targeted at kids? It seems that the 4" scale is viable because it allows for a decent sized action figure with a suitably scaled vehicle.
It is interesting that the Guardians of the Galaxy toys cover the full range of scales. I believe that the vehicles are for the smallest scale figs, which look terrible. Maybe a crappy fig but a really cool vehicle will be the wave of the future. However, ARAH Joe started out as a vehicle line where the figs were supposed to highlight the vehicles. Ultimately, the figs eclipsed the vehicles in popularity, and they took up less shelf space.
I think the future will be higher priced collectors lines in 4" and 6" scale at mass market but also DTC. All the rest of the 4" offerings will be movie related 5 POA figs. I don't think there will be anything in between.
Dusty Ayers
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