Mattel Designer Speaks on JLU!
July 28, 2007

The lack of new product showing for Mattel’s JLU line has raised some heated conversation on the AFI’s forums, and this morning Mattel’s JLU brand manager, "ToyGuru", wrote in from the con to allay some fans’ fears:

Hey guys,

Yeah, we hear you. I know their has been some disapointment that we couldn’t show more JLU figures at the Convention this year. As we explained in the panel, the new master license deal has lead to a re-evaluation of the line and what we now can do.

The bottom line is the JLU future is brighter then ever. Would you rather we showed one or two new figures and said that was the end of the line, or a promise that if you are just patient with us a little bit longer, this line will become everything you ever wanted? Selection, distribution, the whole sha-bang. Its coming.

Personally I’m a huge JLU fan and keeping that line going is one of my highest priorities.

On that note, I do appologise to all of our fans who are disapointed we couldn’t show more.I hear you. But hang in there. Good things are coming. Just look at what we are doing for DCUC in 2008!



He also addressed some of the arguments in more detail in this thread. (Scroll down to the bottom of the page).

So there you have it, straight from the horses’ mouth, so to speak!  Thanks, ToyGuru!

More to come!

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 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,,, Boing-Boing,, 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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