« on: November 16, 2013, 10:03 PM »
If you look at how previous Marvel movie figure lines have performed, it seems very likely that Hasbro over-produced product for Iron Man 2, Thor and Captain America - The First Avenger. Even though those movies did very well at the box office, their action figure lines didn't really follow suit. Witness Hasbro scaling back on the figure line for The Avengers, which had some of the biggest box office numbers of all time.
I would argue the point that Hasbro went too far afield in the IM2 and Cap film lines...there was far too much non-movie product too early. They need to get a grip on the established play patterns. You need the bad guy available on the shelf to help sell the hero. You need a line that lends itself to collecting them all. 50 versions of one character available on day one or 50 characters available for a movie that only highlighted six of them show Hasbro has forgotten the formula. 10-20 figures as the movie necessitates. When the line is a success you come back to the table to add depth. Repeat until you can't sell anymore.
Part of the reason the Skylanders have been successful thus far is they have been comparatively less expansive and reward the kid who collects them all. Hasbro can compete on that level.
I do wonder what Star Wars will morph into, Skylander-wise, to survive. Will Hasbro retain their license? Or will the action figure line be killed by Disney in favor of phasing the characters into Infinity? It will be interesting to watch.