Thursday, December 14, 2006

Marvel Legends 4: Build a Figure

As Marvel Legends grew, it became apparant the line could cover the entire Marvel Universe. But what about the larger characters?

Used to be action figures were the entry level for a toy line. The real money was to be made with vehicles and playsets (just look at Star Wars or G.I. Joe). But in the post Wal-Mart age, there's just no room for them on the shelves. Toy Biz learned this when they announced a new large size line of Marvel Legends. Retailers refused and hopes for characters like Galactus and Sentinels faded.

But Toy Biz had a flash of inspiration. What if the large character was split into pieces and each piece was included with a figure? They could drop the detailed base and keep the price point the same. As long as customers bought every figure, they would get an extra deluxe character.

It worked. It really worked. The entire series 9, which now included Galactus, flew off shelves. Sales doubled. And since collectors needed everyone in the line, figures were evenly packed in the case. In fact, Marvel Legends now sold so well, retailers ordered a new line called Marvel Icons. Marvel Icons were deluxe large size figures.

Tomorrow: nerdy nerdy Marvel Legends week comes to a close. And so does the line.

1 comment:

Renee said...

Why are the Things in there? Did they build a Super-Thing I am not aware of?