SSG's Tri-Weekly Hasbro Q&A - October 23rd

[JediTricks]

Big H drops some serious knowledge on us in Hasbro's answers to SSG questions for October 23rd, 2009. Thanks again to Hasbro for the answers, to all the folks who sent in questions and especially those who voted on them.

Hasbro Q&A for the week of October 23rd

SSG: In light of several answers by Hasbro stating that sales for the collector-focused Legacy Collection line have fallen off sharply in the last year, causing sales bottlenecks at retail, there have been several theories about why this is happening. Some theories include the simple "the price went up too high for the market to bear in an economic downturn" theory; there's the one saying the casual collecting market (kids, parents, casual collectors) have abandoned the movie lines for The Clone Wars line; there's a theory arguing the Build-A-Droid concept has taken the wind out of sails of every type of collector who isn't a completist and knows they will have a hard time completing their droids; and there's another argument saying that the line over the last year has focused on so many redos that don't quite hit the mark, as well as new figures coming in exclusive packs that require buying old figures as well, that it's choked off interest from the main collector fanbase. Does Hasbro subscribe at all to any of these theories as to why the TLC line has run into so much trouble, or if not, why does the SW team think this problem has come up for the line?
Hasbro: We will address your assertions one by one: 1. The retail SRP increased by $1 with the launch of The Legacy Collection. We did research before we made this decision to understand what impact there would be, and it was minimal. However, we'll return to the downturn shortly. 2. It's not a case of shifting to the Clone Wars. Although some of this may have happened, it's a case of the collectors dollars being pulled out of the Star Wars collecting hobby altogether. We have seen this in all collector targeted SKUs such as Evolutions, Comic Packs, Titanium, and exclusives, all of which hit at the same time, last Fall. The degree to which collectors may have shifted to Clone Wars would only further put Legacy in trouble, though. 3. It's possible the casual fan, who picks and chooses their figures and is not compelled to buy every one, feels "incomplete" when they have uncompleted droid parts and they don't respond to the "pressure" to get figures they may not have wanted to complete their droids. We made the droid parts so they are a bonus and can be combined randomly for fun (unlike other buildable figures) so we discount this a little bit. 4. We have tried to minimize both of these, and don't think this is what has stopped people from collecting. The problem lies in your very first point - the economy. Many collectors simply stopped collecting last Fall and have not yet come back (if they will). We are working hard to get them back, and we think that what we have lined up next year will be our best attempt. As long as the economy is looking better, and the folks on the sidelines feel they can join the hobby again, we promise incredible satisfaction with what we have coming up.

SSG: The new packaging so far has been shelved pretty inconsistently by store clerks, with the coloring differences completely overlooked. This makes for a mishmash of Clone Wars and Saga Legends (with Legacy Collection still not hitting at full strength yet) which collectors have to dig through, and therein lies the focus of this question. The new packaging's J-hook is easily the wimpiest one yet, the hook is so shallow that figures are constantly flying off the pegs as consumers look for their figure of choice, leaving the section a total mess and further mixing up the various lines. Why are the J-hooks on the new cards designed like that, and might you be willing to do something to address this problem?
Hasbro: It's too late to change anything, as the last of the Spring Legacy figures are being produced and shipped now. We will have a solution next year to more strongly separate the Legacy product from Clone Wars and Saga Legends. We are working to also differentiate the latter two as well.

SSG: In the Sept 10th Q&A, you were asked about a hypothetical lineup for the SW team's own choices for the Fan's Choice poll. Some (possibly insane) fans couldn't help but notice Jaxxon and the Nelvaan Warrior popping up on this list, two figures which a lot of collectors would really love to own, but have thought were at best extreme longshots. Although those 2 figures might not be the biggest sellers, they would really make a lot of people happy, and it appears that includes some of the designers at Hasbro. Realistically, given that you've spilled the beans on your own love for these two, what are the chances we'll see these two figures prior to the end of Hasbro's current SW license?
Hasbro: It's impossible to speculate about what will be produced before the end of the run. We can tell you, though, that there is little correlation between some of these blue sky wish lists and the lines we actually craft. Just because we can muse about a figures does not mean it will go into the line. Jaxxon, for example, would *only* be put into the line based on fan voting. The Nelvaan Warrior is a bubble figure, one who had made a first pass 2011 figure plan but eventually got cut in the last round. It's possible he could make it some day based on his own merits.

- -

And our questions at CollectionStation.com:

• In Episode I, the Escape from Naboo sequence was a very memorable scene in the movie. Over the last 10 years, you've managed to release all the brave astromechs involved in the scene except for R5-A7 (aka G8-R3). What are the chances that we'll see this figure done in the near future? What format would it likely be done as, perhaps a basic figure, a pack-in from a set, a build-a-droid, or something else?
• We know you designed the first Evolutions Clone Pilot figure's deco around the Battle of Hypori Rancor-tooth Republic Gunship (TRU-exclusive, 2006) originally seen in Clone Wars micro series chapter 21, but the actual pilot in the episode has significant deco differences, as well as a rangefinder on the helmet, because he's an ARC Pilot. It seems like the wind has gone out of the realistic-line's sails in terms of Clone Trooper variants lately, and while we dig that you're looking to do a Fordo figure, not to mention the Heavy Gunner figure you already made was from that same CW chapter, it seems like a good addition to the line to also do an ARC pilot. You don't have to say "Clone Wars" anywhere on the packaging to avoid confusion with The Clone Wars line. So what are the chances of seeing an ARC Pilot figure? If poor, what specific factors are the holdup for something like this? If it's just Clone Wars cross-pollination concerns, why isn't just releasing the figures without mention of their origin enough of a solution?
• There have been a lot of Jedi figures lately, even main characters, who don't come with their robes. Ep 2 Obi-Wan, Ep 2 and Ep 3 Anakin, even the new Plo Koon, they are pretty major players and yet... robeless. A Jedi's robe is part of what defines him as a wizard, as well as disguising him as a warrior, it's a signature part of the costume, and right now there are too few Jedi figures released with theirs. While we understand these cloth robes aren't cheap to produce, they're still necessary. Anakin's robes are different from the standard robes but no less important to those prequel iterations of the character. So any chance that when these figures get re-released in some format, be it Saga Legends or Battle Packs or even Greatest Hits-style re-releases a few waves down the line, might they get their Jedi robes included?

[JediTricks]

This was an interesting set of answers, all 3 were direct and I think both sides of the discussion set a rather serious, mature tone without either side being dismissive of the other, elevating the level of conversation. The CS questions are a little lighter IMO as you'll see in a few minutes.

I wish I had remembered to mention the break between TSC and TLC as a possible reason for the line's struggles. I don't think I have a pacing question in the pipe right now since we asked one in the last round and it hasn't been answered yet, but it's well different from what I'm thinking here.

[JediTricks]

CS questions have been added.

All 3 are somewhat positive responses.

[El Chuxter]

So Hasbro just told me who to vote for.

Should we follow up with the first one and say, "Yeah, but if all the toys shoot up in price, not just basic figures--and especially the exclusives--at the same time the economy nosedives into the toilet, don't you reckon that plays into it a bit?" Or not bother?

[Mr. JabbaJohnL]

Originally Posted by El Chuxter

So Hasbro just told me who to vote for.

Should we follow up with the first one and say, "Yeah, but if all the toys shoot up in price, not just basic figures--and especially the exclusives--at the same time the economy nosedives into the toilet, don't you reckon that plays into it a bit?" Or not bother?

Question #14 in the current round is pretty much that exact question.

It was nice that they addressed each part of the first question, and their reasoning makes sense, mostly. I wonder what next year's line will look like, then, what with the "incredible satisfaction" line.

It's also good that they recognize that they haven't done enough to differentiate the lines. With the blue-carded stuff, at least you could tell between realistic and animated, if not from the shape of the helmet, then by the fact that the insert photos were on opposite sides. Now, if you want to scan for just new Legacy stuff at first glance, you'd have to focus on the black trim, which is a little frustrating. Again, I'm interested in what they have planned.

The G8-R7 answer is promising. Good thing we reminded them about him!

Hopefully the answer about the ARC Pilot will put to rest some people's fears about Clone Wars microseries figures being off-limits. It really seems that they can still make them, and want to do a few (the SCUBA Trooper is still shipping on the new cards), but just don't want to focus on them a whole lot anymore.

[bigbarada]

Originally Posted by JediTricks

Hasbro: We will address your assertions one by one: Many collectors simply stopped collecting last Fall and have not yet come back (if they will). We are working hard to get them back, and we think that what we have lined up next year will be our best attempt. As long as the economy is looking better, and the folks on the sidelines feel they can join the hobby again, we promise incredible satisfaction with what we have coming up.

This is actually a very encouraging answer. It's good to know that they don't plan to just write off collectors.

[bigbarada]

From Rebelscum:

Rebelscum: The focus of a previous question was to find out if we might be getting more Ewoks and especially about the possibilities of Ewoks from the made for TV movies. Words cannot express how great it was to hear that Wicket, Deej, Logray, Kaink, Teebo, and Chukha-Trok are all on your short list. Now that the box has been opened a little, what are the possibilities of seeing other characters from the Ewok movies - namely the Towanis, some Sanyassan Marauders, Charal, Noa Briqualon, and ESPECIALLY TEEK?

Hasbro: Teek would be on the short list. The others, however, are very unlikely.

I'm actually happy enough to see Teek on their "short list" that I'm not concerned at all that Noa is not.

Is it just me or is Hasbro being more straightforward and forthcoming with their answers recently?

[El Chuxter]

As much as I love Teek, I honestly think the Marauders would seem more likely from Hasbro's point of view if they're picking and choosing characters. Not a complaint at all; it just seems odd that the alien bounty hunters beat out the little goat/rat-looking fellow.

[JediTricks]

Originally Posted by El Chuxter

Should we follow up with the first one and say, "Yeah, but if all the toys shoot up in price, not just basic figures--and especially the exclusives--at the same time the economy nosedives into the toilet, don't you reckon that plays into it a bit?" Or not bother?

If you were to throw that idea at the Q&A, I would want to add my 2 cents about the pacing problem, and also it basically means we're asking them to recognize that if the economy doesn't get better for the middle class in a big way, that the line cannot continue. Is that ok by you?

Originally Posted by Mr. JabbaJohnL

Question #14 in the current round is pretty much that exact question.

Good point, that does fit within the purview of #14, though I think Chux's spin on the issue isn't well defined there, we currently focus on the demand side of the issue while his mention of the economic woes means we'd have to also address the supply side of the issue. I'm all over the map here, I guess.

It's also good that they recognize that they haven't done enough to differentiate the lines. With the blue-carded stuff, at least you could tell between realistic and animated, if not from the shape of the helmet, then by the fact that the insert photos were on opposite sides. Now, if you want to scan for just new Legacy stuff at first glance, you'd have to focus on the black trim, which is a little frustrating. Again, I'm interested in what they have planned.

I still think LFL forced the existing look on them, but that question was actually as much about the crappy J-hooks as the card look and they didn't answer that part.

The G8-R7 answer is promising. Good thing we reminded them about him!

Hopefully the answer about the ARC Pilot will put to rest some people's fears about Clone Wars microseries figures being off-limits. It really seems that they can still make them, and want to do a few (the SCUBA Trooper is still shipping on the new cards), but just don't want to focus on them a whole lot anymore.

Yeah, this stuff worked out pretty well.

[El Chuxter]

If the economy doesn't pick up, a lot of things can't continue as they are. Maybe they could cut back on exclusives, or large vehicles, or some combination until things get better?