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Thread
:
G.I. Joe: A failure of the brand, or Hasbro?
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07-13-2014, 03:14 AM
backhawkdown
Iron Grenadier
Join Date: Mar 2014
Location: USA
Posts: 950
Quote:
Originally Posted by
Jmacq1
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 don't know if RAH is the biggest culprit or if Hasbro creating RAH product catering to collectors is the problem.
In 2003 Spy Troops, hardly a collector-focused line but still RAH, generated $88 million in revenue for Hasbro. That was a pretty kid friendly line with two figures together ready to battle and at really great prices even for that time:
Marketing Strategy - O. C. Ferrell, Michael Hartline - Google Books
Compare that to the approximate $30 million the clearly collector focused 25th Anniversary through Modern Era line that the brand generated in 2008, based on Hasbro's comments in regards to the $100 million expected in 2009 for Rise of Cobra.
Hasbro third-quarter profit rises 8.8 percent - Business - US business - Earnings | NBC News
Is RAH the problem, or is trying to keep adult collectors happy?
Now, I agree that Hasbro should move on from RAH and create a new version of G.I. Joe for today the same way they did with RAH in the 80's, I just don't believe RAH is the primary problem. Hasbro just continues to miss the mark since moving over the collector-focused 25th style figures of how to make it work in the market.
Last edited by backhawkdown; 07-13-2014 at
03:17 AM
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