Pre-NYCC Mattel Q&A
April 15, 2008

A lot of our questions will be answered this coming weekend when NYCC launches, but even so, Mattel was able to squeeze in one more round of Q&A answers.  Thanks again to Toy Guru for fielding these.


Q1. So far as I’ve seen the SDCC exclusive hasn’t been revealed, but it is supposed to "raise the bar" for exclusives. In the past SDCC exclusives have also been available at Wizard World Chicago. Will this be true this year as well?

A: Because Wizard World Chicago was moved to before San Diego this year, we will be unable to bring the SDCC exclusives to WWC. It simply will not be ready in time. However, if we have any NYCC exclusives left after the show, they may make their way to Chicago and San Diego too.

Q2. For any of the DC lines, specifically JLU, Infinite Heroes, or DCUC, is it possible to make some of the smaller characters either as accessories or in a pack all by themselves, or as exclusives? These days a lot of the attention goes towards the larger characters, overlooking a lot of our little favorites like:
Ace the Bathound
Mr. Mxyzptlk
Dr. Psycho (and there are alot more. I’d love them in any of the lines…. Please:)

A: This is something our design team is looking into. Perhaps for 2009.

Q3. is it true that the Four Horsemen sculpted 6” The Dark Knight figure line will only be available at comic book stores and specialty shops? or is this just some crazy internet rumor? if it is true will they have a higher price point than normal DCSH/DCUC figures?

A: There is no truth behind this rumor. All of the Dark Knight Movie Masters figures will be available wherever fine Mattel toys are sold.

Q4. How many waves of Infinite Heroes will we get in a year? Will the 3 packs be boxed or carded?

A: Their will be 4 waves of singles and 4 waves of 3 packs. The 3 packs will be boxes and the singles will be carded. Their will also be some larger packs available exclusively at Toys R Us in the fall. More information about this will be revealed at NYCC.

Q5. Can you say yet at least what waves of the different lines will be shown at New York and Sand Diego Comic Cons?

A: At NYCC we will be showing the next two waves of DCUC, the first wave of JLU figures, the first wave of IH figures and the SDCC exclusives. (Among other surprises…)

We do not yet have a final list of what will be shown at SDCC.


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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