20 Questions (and Answers) about the newly announced Mattel Collector Website
July 3, 2008

Yesterday’s announcement from Mattel on their upcoming collector’s website was a bombshell of joy for most collectors, but now the questions arise on how it will work and what does it mean to all of us rabid collectors?  I know I had quite a few questions and I was seeing more on our message boards, so I gathered them all together and sent them over.  Mattel’s Toy Guru was kind enough to squeeze in our 20 Questions before we all head off to our 4th of July weekends.  

Q1: Is the site primarily for MOTU product with some DC items or will it always be a good mix?

A: It will be a smorgasbord. MOTU, DCU and CARs will just be some of the many Mattel brands and toy lines offered on the site. We have some new exciting lines we haven’t even announced yet!

Q2: Will older/rare and current Mattel collector product be available on the site?

A: Not at this time. For the immediate future the product on the new site will be all new collector product available no where else.

Q3: If so, will Mattel be able to sell full cases of current product (like DCUC wave 2 or 3 for example)?

A: Not at this time.

Q4: Will information like Q&As and news updates still be filtered out through the various collector sites, or will it now mainly be featured on the new Mattel site?

A: Both! We will still work closely with all of the collector sites. The new site will just be in addition to.

Q5: Can we expect to see exclusives for all the DC properties – DCUC, JLU, DCIH, and Super Friends?

A: We’ll announce that at SDCC, but there is a very good chance all of your favorite Mattel collector lines will be tied into the site whether through exclusives and/or dedicated sub-pages for that brand with the latest news, information and photo archives. Some of these pages however will not be complete at launch but will roll out before the end of 2008. 

Q6: Will future exclusives be limited to single figures, or will it include 2-packs and box sets?

A: All of the above.

Q7: Will there be a per-person limit on the online portion of the SDCC exclusives (and future exclusives as well)?

A: No. There will be no limits on anything we sell through the site.

Q8: Will there be any sort of fan-polls (like the upcoming Wizard DCUC one) or contests on the site?

A: Absolutely.

Q9: Can people set up accounts in advance of the product offering?

A: Possible. We are exploring this and hope to have more info by SDCC.

Q10: Will the SDCC exclusives be the first items offered on the site or will there be other exclusives available on opening day?

A: The SDCC exclusive will be the first items offered with new product for the MOTU, DCU, CARS and "other" Mattel brands coming out in the fall. The first new product (after the SDCC figures) will be around Oct. But after that there will be a new item (if not more) for at least one brand every month. Once we really get rolling in 2009 there will be a ton of very exciting product for many brands in many scales. Some exclusive to the site (like MOTUC), others will compliment retail store collections (like DCU brands).
Q11: Is the site live as of the SDCC announcement or will it not be available to order anything until the morning of the 28th?

A:Some pages will go live the Wednesday of SDCC. The store page will open on Monday after the show at 8:00 am Eastern.

Q12: What payment methods will the site be accepting? credit cards? Paypal?

A: We are still working out the details for this.

Q13: Will the site ship goods internationally?

A: Yes, with the exception of King Grayskull. The electronics in his package are not available to ship outside of North America.

Q14: Is there any chance any amount of OLDER SDCC exclusives will be available to order from the website?

A: Not at this time. The older SDCC exclusives are sold out and will not be going back into production at this time.

Q15: What safeguards are in place to stop scalpers and hoarders from ordering big piles of exclusives?

A: Although we can’t always control the secondary market, there should be more then enough product available to discourage this type of behavior. Why would someone buy figures from a "scalper" when they can just buy it straight from Mattel? We will adjust product runs accordingly based on interest in each item. Our goal to to make sure every fan who wants product from the new site can get it.

Q16:  Will the 2008 SDCC exclusives be the same price on the site as they were at the show?

A:Yes, but there will be an additional charge for shipping and we will only have a limited number put aside for online sales.

Q17:  Are you planning and JLU exclusives for the website or will that line stay exclusive to Target?

A: You’ll have to wait until SDCC to learn more about what DCU product/brands will be on the site.

Q18:  Will the new MOTU line be exclusive to the site or will it also be available on store shelves?

A: It will be exclusive to the site with a new figure every month after Oct.

Q19: 8:00AM eastern time is REALLY early for west coast people!   Is that what time all new exclusives will be posted to the site when it’s time to order them?

A:No. This is just what time the site goes live for the first time.

Q20: Is this site going to run "in house" by Mattel employees?

A: The content and news updates will be run in house be brand managers at Mattel but the distribution of product will be handled by a well established online shipment center. (and they have been trained by Mattel on how to ship things "MIP" and will adhere to the high standards we set with other online stores like Americangirl.com, Redlineclub.com and Barbiecollector.com).

Thank you to Toy Guru for squeezing these in before the long weekend. 


Daniel Pickett
Daniel “Julius Marx” Pickett has been around toys his whole life. The first line he ever collected was Mego’s World’s Greatest Super Heroes line back in the 70s. He has been surrounded by collectables ever since. In 1999 he was confounded by a lack of information and news about some of his favorite toy lines he was collecting. Since he couldn’t find the information he decided to pursue it himself thinking other people might also be interested in the same news. He started writing a weekly column on the toy industry and action figure for a toy news site and in a years time he tripled the sites daily traffic with his updates, reviews and product features. He built relationships with every major toy manufacturer and many sculptors, painters and mold makers. He grew his hobby into a world wide expertise that the industry has embraced. In 2004 he teamed up with his toy buddy Jason “ToyOtter” Geyer and they created their own website www.ActionFigureInsider.com. Daniel has been quoted in both industry and mass media press outlets. Over the years Daniel and AFi have been sought out as experts in the field. Daniel was regularly featured on “Attack of the Show” on the G4 network as the primary contributor to their “Mint On Card” segment, and our front page has been linked to from USA Today’s “Pop Candy” Blog twice. Daniel’s content has also been featured on MSNBC.com, Time.com, The Wall Street Journal, The Saturday Evening Post, CNN.com, AssociatedPress.com Wired.com, Fark.com, Boing-Boing, Gizmodo.com, Ain’t It Cool News, the Official Star Wars blog, Geekologie, G4, CNet and Toy Fare magazine, among many others. He has consulted on toy lines, books, documentaries and TV shows. But all of that really just sounds snooty and “tootin’ his own horn” – the long and short of it is that Daniel loves toys and he LOVES talking about them.
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