What If - Hasbro Changed The Primary Way Marvel Legends Are Sold At Retail?

What If - Hasbro Changed The Primary Way Marvel Legends Are Sold At Retail?


Jay Cochran - April 15, 2020
I donít know what itís been like for you these past several weeks. For me, I have been stuck in my house with a COVID-19 pandemic shelter in place rule in place, leaving only for a supply run to the corner grocery or taking my dog for a walk. My access to new action figures (assuming any are available on local shelves) has been greatly restricted.

I still have access to shopping online for my plastic fix at places like BBTS, but the recent events really have me thinking about what the future holds for action figures and how things might change long-term.

Obviously, with many under the same type of shelter in place restrictions, I am sure several will turn to more online shopping, at least in the immediate future. With that in mind, WHAT IF a company like Hasbro started shaping how they release figures based more on the online delivery channels?

In particular, I was looking at their recent Marvel Legends Hydra Soldier army builder figure. The single-packed figure with a few accessories shipped in a mailer-type box with some artwork on it and only cost $14.99.



The packaging is what intrigues me the most about this figure. Not only does it meet the new non-plastic standards Hasbro is said to be implementing soon for all of its brands, the box also is simple and (I assume) cheaper than the regular Marvel Legends packaging. If most people move to buying their figures online, there is no longer a real need to have the figure visible in the package and the artwork makes it nice if you donít want to open it.

Now, I donít see Hasbro as able to lower the price of their Marvel Legends figures across the board to $14.99. Keep in mind the Hydra figure had already been released multiple times, so Hasbro likely already earned the return on their investment in the sculpt. If this was a brand new figure, I doubt they would be able to sell it as cheaply, even with cheaper packaging.

You hear over and over in the media that this is the new norm, and I donít really know what that means for the long-term. I certainly donít see people fully giving up shopping at physical stores. I do think there will be a significant shift to more online activity, including shopping, even after the immediate crisis subsides. So maybe shifting the focus on how one sells their products isnít such a bad idea?
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Comments...

Last 10 comments - ( Read All Posts )
mako - 2020-04-27 @ 5:05 pm

I wouldn't mind if they adopted the blister-card packaging of the retro line full-time. It looks great, it's gotta be easier (see cheaper)to produce than those window boxes, and the way the blisters are actually embedded in the card would make it just a little tougher on repackagers. Of course it might mean forgoing the BAF concept, but I could live with that . . . especially if the changes were reflected in a price drop for the consumer.

Another idea might be to take a page from Mattel's WWE book and offer a separate, lower priced, basic line along side the regular Marvel Legends. Same scale, similar detailing and deco, but with slightly dialed back articulation and half the price point. Also like WWE, this basic line could open the door for more affordable two-packs, and Legends scale vehicles and playsets.

The major change I wanna see though is to drop the "Deluxe" figure concept. Finding the characters I want is hard enough in the regular waves, I don't need Hasbro slapping a 'DELUXE" tag on highly demanded figures like War Machine just so they can bleed anextra five bucks out of me.

It's bad enough sites like Pulse, BBTS, and Amazon are ALREADY doing that.

leokearon - 2020-04-27 @ 4:15 pm

I would like to see the packaging get smaller and find a better way of holding the figures in place. The vacuum-packed packaging doesn't help the figures and can cause warping.

IsaiahWayne - 2020-04-27 @ 3:44 pm

I wouldnt mind them changing the Marvel Legends packaging as longit looks awesome. The packaging now looksgood but its been around for a long time. I really want them to change the Black Series packaging because it looks so boring. When they startedthe Black Series it looked great in the box but now the box looks bad, so as long as Marvel Legends come in a good looking box Im up for any change they decide. Id be cool with it not being a window box as long as the artwork is awesome like it is with the Hydra Trooper.

leokearon - 2020-04-21 @ 7:00 am
8 hours ago, Atlantis said:

Only a fool would by Legends or any line sight unseen. Paint botches, warped joints, even mismatched parts ( I still have an old Colossus with 2 left feet) run rampant.....I don't need the box to be super fancy and like the idea of reducing the cost, but make sure they balance that with quality.

But a lot of people buy sight unseen when they buy online.

Atlantis - 2020-04-20 @ 10:28 pm
On ?4?/?16?/?2020 at 3:51 PM, No1WonderFan said:

Agree completely. Legends is not a line I could buy sight unseen. I've seen some atrocious paint apps and several times I've had to go to multiple stores just to get one character that looks right. I'd have to only buy loose or used I guess...meaning Hasbro would get $0 from me.

Only a fool would by Legends or any line sight unseen. Paint botches, warped joints, even mismatched parts ( I still have an old Colossus with 2 left feet) run rampant.....I don't need the box to be super fancy and like the idea of reducing the cost, but make sure they balance that with quality.

Lord_Scareglow - 2020-04-18 @ 7:12 pm
20 hours ago, Air-Walker said:

Agreed, though not sure if you got the heads up yet, but EB games has got the new Grey classics Beast and the new Spidey Legends Mysterio for Pre-order.

I indeed did, but also thanks for the info, it actually is kinda hard to keep up to date on Canadian Legend releases most of the time, also when EB has weird listings like for mysterio for instance or Iron Man 2020, if you search Marvel Legends they don't appear

I however shall be passing on both of those figures

Air-Walker - 2020-04-17 @ 10:17 pm
3 hours ago, Lord_Scareglow said:

Hahaha I indeed as well have been doing this exact same thing, It actually does fulfill my hunt fix to a degree, and it's good enough for the time being anyways

Havn't found any exciting new things or great deals or obscure older figs yet.. so bummer hunts these days

Agreed, though not sure if you got the heads up yet, but EB games has got the new Grey classics Beast and the new Spidey Legends Mysterio for Pre-order.

Lord_Scareglow - 2020-04-17 @ 7:18 pm
29 minutes ago, Air-Walker said:

Lol! Totally. Well, truth be told I've managed to re-wire my thrill-of-the-hunt fix to sitting in front of the computer screen and typing up every site I can think of, lol.I know it's not the same level of anticipation, but it can work!

Hahaha I indeed as well have been doing this exact same thing, It actually does fulfill my hunt fix to a degree, and it's good enough for the time being anyways

Havn't found any exciting new things or great deals or obscure older figs yet.. so bummer hunts these days

Air-Walker - 2020-04-17 @ 6:49 pm
On 4/15/2020 at 11:55 PM, Lord_Scareglow said:

Ditto on this, But the thing is I also love love getting out and hunting, I usually come up short but I'm addicted to the thrill, and the surprise, I'd be bummed out if I never got a chance to check local stores for figs on pegs or go to cons, but hey if thats the way it's gotta be in the future I'd learn to live with it.... I mean I guess checking Amazon every other day can be sorta like a B&M store hunt ahahahah

Lol! Totally. Well, truth be told I've managed to re-wire my thrill-of-the-hunt fix to sitting in front of the computer screen and typing up every site I can think of, lol.I know it's not the same level of anticipation, but it can work!

No1WonderFan - 2020-04-16 @ 11:51 pm
On 4/15/2020 at 4:07 PM, anthonywayne said:

I would love to just get everything online...opening up packages is one step removed from opening presents, so I'm all about it...BUT, the whole reason I still bother with retail is Hasbro's hit-or-miss QC. I need to see if the paint or random mold linesare horrible enough to ruin the figure for me, in which case I can walk away from the item at retail. I can't do that ordering blind.

And if they're doing away with windows entirely, this may force me out altogether.

Agree completely. Legends is not a line I could buy sight unseen. I've seen some atrocious paint apps and several times I've had to go to multiple stores just to get one character that looks right. I'd have to only buy loose or used I guess...meaning Hasbro would get $0 from me.

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