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Showing posts with label Hasbro. Show all posts
Showing posts with label Hasbro. Show all posts

Sunday, July 2, 2023

“Indiana Jones: Adventure Series” Has “For Fans, By Fans” Feel

 written and photographed by Jonathan Keating

Review

DisneyBizJournal.com

July 2, 2023

 

Back in 2008, to coincide with Indiana Jones and the Kingdom of the Crystal Skull hitting movie theaters, Hasbro released a line of 3¾ inch scale action figures. While this line of products actually extended beyond action figures to include playsets, vehicles, roleplay items and larger scale “doll-like” figures, it mostly revolved around those 3¾ scale figures that were extremely popular at the time. Hasbro released figures from all three of the previous movies (at the time), in addition to new figures and characters from Crystal Skull

 


Fast forward to present day and the new film Indiana Jones and the Dial of Destiny. Hasbro once again has taken a crack at a similarly structured line of Indiana Jones figures. However, this time it is in the 1:12 (or 6-inch) scale that now dominates the collector toy market. These figures are similar to Hasbro’s other collector action figure brands “Marvel Legends” and, more directly with a Lucasfilm tie, “Star Wars: The Black Series.” The similar scaling between all three lines allows us all to ask the question: What if Indiana Jones met Han Solo, and Captain America was also there, too? 

 

Like the 2008 toy line, much of today’s line is comprised of figures from the first three movies, with a few figures sprinkled in to tie into the new film’s release (note: there have been no figures released or announced for Crystal Skull in this new “Adventure Series” line). 



The figures actually released so far are mostly made up of characters and appearances from Raiders of the Lost Ark. This first line of figures included the titular Indiana Jones, Marion Ravenwood (in her Cairo market attire), and Sallah as the first “good guys” of the line. On the villains end, the first wave also included René Belloq in his ceremonial robes, as well as Major Arnold Toht with his iconic black trench coat and hat combo. If one buys the entirety of the first wave of figures, you can assemble a build-an-artifact of the Ark of the Covenant. In fact, many of the figures come with individual artifacts such as the fertility idol from the opening of Raiders, the Grail diary, the false cup of Christ, and more. 



The other figures that have seen a wide release so far include two additional characters and one different appearance for Indy, all from Indiana Jones and the Last Crusade. Walter Donovan, the main antagonist for Last Crusade, is immortalized in plastic and comes with the previously mentioned fake cup of Christ, as well as a scary-decaying swappable head for when he drinks from said cup. The other additional character from Last Crusade is Kazim (a Target exclusive figure), in his iconic fez and suit from when he tries to hunt down Indy before their misunderstanding is rectified. Indy’s new appearance in plastic is his professorial look from the beginning of the film. He comes with the Grail diary (mailed version), and the torch he makes in the catacombs of Venice, as well as the shield he and Elsa find in said catacombs. 



Overall, the figures released so far are very impressive, especially for the price point. Despite the increasing prices of Hasbro’s various lines, most figures in the “Adventure Series” price at $24.99 retail. While this price may be a turn-off for some, comparative to other action figure offerings, like NECA, Mezco Toyz and various import companies, Hasbro still tends to be the (relatively) budget option for most. 

 

Personally speaking, I feel that the “Adventure Series” is more definitive than the previously mentioned “Marvel Legends” and “Star Wars: Black Series.” Those lines have had extended decade-plus runs, in which every conceivable version of every character in the universe will inevitably be produced (sometimes just updated versions of the same character with the same exact look). The “Adventure Series,” on the other hand, has felt more definitive in its releases so far. There likely won’t be multiple attempts at the same look for one character, and while the same character might receive different appearances from various scenes and films, I won’t be obligated to update my Marion figure in a year’s time. 

 

This also speaks to the strength of the overall line. Hasbro is covering a wide-range of characters from the films. While they have yet to announce figures from Crystal Skull in any capacity, you get the sense that there is a love and passion behind the line from the designers and other architects behind the “Adventure Series.” Each figure is almost perfectly crafted to their on-screen appearance, and usually comes with accessories that fans of the Indiana Jones franchise will become giddy as a schoolboy over (even if they never were giddy, even when they were a schoolboy). While you may achieve a higher quality with more expensive figures through various import companies, the “Adventure Series” has the advantage of a much cheaper price point, as well as a large cast of characters that other companies will simply never be able to compete with. 

 

Speaking of other characters, there is a long list of solicited figures that have not yet seen a wide release (i.e., coming soon). These include: 

 

• From Raiders: Indy in both his Cairo and map room appearances, a small diorama set of Indy and his temple escape, a two-pack of Marcus Brody & René Belloq.

 

• From Temple of Doom: Three different Indy appearances including his Club Obi Wan look, hypnotized and ripped-shirt from the final act, and Short Round.

 

• From Last Crusade: The Grail Knight, Henry Jones, Sr., Indiana Jones with his black tie, and Elsa Schneider.

 

• From Dial of Destiny: Old man Indiana Jones, Helena Shaw, Renaldo and Jürgen Voller. 

 

Virtually all of these figures are up for pre-order at various websites and will be distributed over the course of the next year. Hopefully, the “Adventure Series” will continue to cover various characters from Indy’s history. Obviously, Crystal Skull is the most lacking, but Temple of Doom also has some obvious key characters that have yet to be announced. So far, the line seems to be made for fans by fans, and I can’t wait to see what characters, films, and appearances they cover next. 

 

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Jonathan Keating is a contributing writer and photographer to DisneyBizJournal.

 

Monday, March 1, 2021

Stay Calm & Enjoy Mr. and Mrs. Potato Head

 by Chris Lucas

Guest Column

DisneyBizJournal.com

March 1, 2021

 

See the two names circled in the photo? Mr. & Mrs. Potato Head.

 


Despite the usual suspects whipping up gullible people who don’t read past headlines into outrage, Mr. & Mrs. Potato Head aren’t going anywhere. Nobody is pushing any sort of agenda with the rebranding, either. Hasbro has simply renamed the overall “Potato” brand as a whole, to better reflect the fact that the line has close to 100 other products, besides the iconic duo.

 

Here are the facts.

 

Hasbro, the third biggest toy maker in the world (behind Namco-Bandai of Japan and LEGO of Denmark), has seen its sales on physical toys and games steadily slipping with most of their lines since 2010, when brick and mortar stores like Toys R Us - Hasbro’s biggest retail partner - started going under and the popularity of apps, instant downloads and iPads/iPhones for kids started zooming. Their Potato Head products are among those bleeding revenue for Hasbro every quarter. 

 

February is the annual Toy Fair month (this year it’s virtual) when companies announce their toy lines and plans for the upcoming Christmas season so that retailers, TV stations and buyers can be ready for the fall blitz and the publicity hype can begin. 

 

Hasbro chose this opportunity to put out a press release about their Potato Head re-branding for Christmas 2021. 

 

It’s business, pure and simple.

 

Like most Fortune 500 corporations, toy companies don’t operate in a vacuum. Every decision they make affects their bottom line and their shareholders. Money comes before anything else. Changes are not made on a whim. In the case of Hasbro, 80% of their shares are owned by institutional investors. If you have a 401K or Mutual Fund, chances are that a portion of your future lies with the success or failure of Hasbro. 

 

For the last five years, Hasbro has been conducting intense marketing tests and surveys with parents and children about their various product lines. One of the things they discovered about the Potato Head brand was that people didn’t know that there was more to it than just the plain old Mr. & Mrs. Potato Head dolls.

 

Mr. & Mrs. Potato Head have been around since the 1950s and are in the Toy Hall of Fame, but for most of today’s kids, the appeal of Mr. Potato Head is lagging. The largest portion of Potato Head sales in the last few years have come from their collectible lines of celebrity Potato Heads, using characters from pop culture TV shows and movies, and it’s usually adults buying those, not to play with but to display. A brand refresh was desperately needed.

 

Hasbro’s solution, for Christmas 2021 and beyond, was to create a fun and colorful new logo and brand simply called “Potato Head” that would encompass all of the toys, collectibles and sub-brands in the Potato Head line without the current confusing packaging saying things like “Mr. Potato Head’s Princess Leia Figure.”

 

Hasbro also has their own motion picture division. It’s part of their attempt to capitalize on their in house famous brands, like they did with their multi-billion dollar Transformers films (and, to a lesser extent, GI Joe and Battleship.) The Potato Head brand is going to be part of that division, as the new logo will be used for an animated movie, TV shows, video games, books, clothing, etc. that will introduce new and old characters into the Potato Head world universe, creating, hopefully, new demand and buzz. (There was a short lived Potato Head cartoon in the 1980s that did just that, adding about twenty new characters to the line, many of whom are still there.) 

 

Speaking of “Buzz,” there’s a complication.

 

The specific characters of Mr. and Mrs. Potato Head have already been licensed to Disney/Pixar for movie and TV appearances by way of their popular Toy Story series. When Buzz Lightyear, Woody and their friends debuted in 1995, Mr. Potato Head - memorably voiced by Don Rickles - was a breakout star of the first film. Sales of Mr. & Mrs. Potato Head, which had been dropping since the mid 1980s, rose 800% for Hasbro thanks to Toy Story and its sequels. They even redesigned their own product to look more like Disney’s version. 

 

Hasbro is contractually not allowed to produce their own TV shows and movies specifically about Mr. & Mrs. Potato Head. By creating a new Potato Head universe, independent of the two iconic characters who started it all, Hasbro cleverly gets to expand their line into other media without stepping on Disney’s toes and breaching their deal with them. 

 

Once again, money talks. 

 

Creating an umbrella name for a familiar brand is not unusual. 

 

Disney’s Consumer Division did it in 2005 with their line of Disney Princesses products, encompassing several characters under one logo without erasing the identity of those characters. Likewise, Peanuts has been doing the same since the 1960s, with individual Snoopy and Charlie Brown products sold under one banner. Mattel, Hasbro’s rival, has toys that most kids in the 1980s called “He-Man figures,” though the umbrella brand name is Masters of the Universe. Many people still call the original 1977 Star Wars film “Star Wars” though the brand name now encompasses all nine of the trilogy films and all of the spin-offs. See the pattern?

 

Companies like KFC and Dunkin’ in recent years have also taken to slightly tweaking their brand name and logos to essentially say, “Hey, we know that you think of us as this one product, but we have so many other things to offer that we are going to remove the original product name itself from our branding so as not to limit our appeal, but keep selling the original product anyway because we know you like it.” 

 

Finally, to the heart of why people are trying to make a mountain out of a molehill...


Hasbro is one of the companies that has recently committed itself to being more diverse and inclusive, especially when it comes to race and gender. This is a noble gesture, but seems to threaten some people, for some odd reason.

 

While the press release about the name brand change itself didn’t mention Hasbro’s diverse and inclusive mission, a company spokesperson did, and ignorant fools ran with this as an indication that “the sky is falling!” “Cancel culture is trying to ruin us!’ “They’re reshaping the landscape and controlling the narrative. They’re trying to control us!” And - of course - silly whataboutisms like, “But what are they doing about bigger problems like the homeless and hungry in this world? Why focus on changing the gender of a toy?! We are doomed!” (As if Hasbro, which actually does donate millions each year to charitable causes for children, has any say on ending hunger & homelessness.) 

 

Calm down there, folks. Nobody is trying to brainwash you or your children with this. It’s a business decision to bring a tired old toy brand into the 21st Century. You’ll still be able to buy the classic Mr. & Mrs. Potato Head toys with their names and appendages intact. Then you’ll be able to show folks exactly where on the doll Hasbro hurt you with this move, if you’d like.

 

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Chris Lucas is the author of Top Disney: 100 Top Ten Lists of the Best of Disney, from the Man to the Mouse and Beyond.

 

On the PRESS CLUB C Podcast, enjoy Ray’s discussion with Chris Lucas about his career as an actor, author and Disney expert. Tune in right here!

Friday, February 21, 2020

Hasbro and Disney Renew Toy Deal

by Ray Keating
News
DisneyBizJournal.com
February 21, 2020

Today, Hasbro, Inc. and The Walt Disney Company extended their toy deal on major Disney projects like Marvel and Star Wars.

The agreement includes Marvel’s universe of more than 8,000 characters, and toys and games in Star Wars vehicles like The Clone Wars and The Mandalorian, including The Child, or “Baby Yoda.”

Source: Shop.Hasbro.com

The deal covers entertainment released during the agreement, including properties from Disney+.

The current agreement began in 2013 and was scheduled to end in 2020. As for when the new extended agreement expires, that has not been announced.

Brian Goldner, Hasbro's Chairman and CEO, said: “We are pleased to build on our relationship with Disney and extend our agreement for Marvel and Star Wars franchises. Disney’s celebrated franchises are consistently ranked as top toy properties and provide expansive content for us to build upon for years to come.”

Ray Keating is the editor, publisher and economist for DisneyBizJournal.com, and author of The Disney Planner 2020: The TO DO List Solution and the Pastor Stephen Grant novels. He can be contacted at  raykeating@keatingreports.com.