As Hasbro continues its slow fade into 1:6 scale irrelevance, other companies are rising to fill the void. Sideshow Collectibles and Hot Toys have emerged as the industry’s leaders in top-quality action figures, as was demonstrated at this year’s San Diego Comic Con (SDCC).
Collectors are astounded by the likenesses and details in these new high-end figures. Despite their higher prices, sales are climbing and garnering quite a following. It’s a business model that clearly appears to be working, and previous 1:6 scale leader Hasbro is missing out.
After poring over dozens of online attendee reviews and perusing THOUSANDS of fan photographs taken during SDCC 2012, it’s clear to us here at The Joe Report that Hasbro is shunning 1:6 scale, choosing instead to “downsize” its offerings to the predominantly diminutive (3 3/4″) figures for 2013 and beyond.
Industry newcomer Round 2 appears to be biding its time, announcing only a couple of reissues (already!) from their Captain Action line and an uninspired, “Arctic Explorer” version of ol’ Cap. Ed Catto explained the company’s reasoning thusly…
“We did want to have something on shelf for the Holiday Season. We wanted to take advantage of the Holiday Toy Season and we think that Captain Action deserves a chance to be “under the Christmas Tree,” to become a Hanukkah gift, or to be a part of any other holiday/end-of-year traditions.
And the intent here isn’t to over-burden or bankrupt you, the collectors. In a way, we’d almost urge you all not to buy these and to save your money for some of the other cool things we’ll be announcing.“
Wow. When’s the last time you heard such honest, straight-forward comments from a toy company exec? Kudos to Catto for his continued up-front, plain-talking ways regarding his products. Companies like his deserve the continued support of fans and collectors worldwide. As for Hasbro, sadly, they seem to have completely run out of gas regarding their greatest brand, GIjOE, and the lucrative 1:6 scale marketplace in general.
For now, however, we’ll leave you with more photos of some of the better 1:6 scale figures spotted at the recent SDCC 2012. Start saving your shekels, Sahib. These look AMAZING. Enjoy!