In an intriguing announcement, Hasbro recently revealed it had acquired official licensing to produce new toys based on the classic sci-fi series, Star Trek. Excitement and anticipation among 1:6er’s quickly diminished however, when details of Hasbro’s initial plans became public. Fans hoping for an all-new series of super-articulated, 12″ GIjOE action figures, dressed in vintage ’60s Trek uniforms with cool accessory packs and “retro-Trek” packaging were sadly disappointed.
Apparently, Hasbro intends to
blow use this rare and valuable opportunity to produce little “Lego-style” toys called “KRE-Os“ aimed primarily at toddlers and preschool-aged children. (Uh…note to Hasbro…Do children that young even know who Kirk, Spock and McCoy are?) Here are some snippets from Hasbro’s official press release…
“Hasbro, Inc. announced today it has entered into agreement with CBS Consumer Products to manufacture and globally market a variety of products based on the STAR TREK property beginning in 2013. The toy line will launch in support of the STAR TREK movie sequel from Paramount Pictures, which will open May 17, 2013.
Leading the product offering from Hasbro will be a line of premium KRE-O STAR TREK building sets featuring fantastical spaceships and legendary characters from the franchise. The KRE-O STAR TREK sets will offer high-quality KRE-O bricks as well as new KREON figures in the likeness of popular characters.”
Bottom Line: “YAWN” is the response most likely heard from 1:6 scale action figure fans and collectors. And that’s really too bad. Hasbro is sitting on a gold-mine of opportunity here. It is in the enviable position of simultaneously owning both the GIjOE and Star Trek brands. Such a combination seems made-in-Heaven to most fans, but will Hasbro realize the potential profits and choose to capitalize on it? Or only cater to the toddler-preschool market with these little build-a-block toys? We’ll keep and eye peeled for any further intel.