The Bridge Direct Updates Fans On Their Hobbit: DOS Line… but it’s not the update they want to hear.
November 16, 2013

Despite being shown a much wider variety of characters, including the entire company of dwarfs this year at Toy Fair, The Bridge Direct took to their official Facebook page to re-emphasize to fans that what is out in stores now is all we will see for 2013 from their “The Hobbit: The Desolation of Smaug” toy line.  No dragons, no complete line-up of dwarfs, no “Epic Journey” multi-pack.   Just the 3 “new” 6″ figures (one we got at SDCC) and the 5-pack full of elves.

This is the statement they posted this week:

We know many fans would like to see a wider range of characters offered for DOS, however this is the complete line for this film. We are huge fans of LOTR and Hobbit, and would like nothing more than to release figures of every character, but there are many factors that determine how many we can effectively produce. For example, retailers have specific dates when new product goes into stores. To meet those dates, our development process starts 18 months before figures are in stores. This provides time for sculpting, painting, revisions, studio approval, manufacturing time, shipping, etc. Therefore, if character appearance is not finalized that far in advance (particularly for digitally generated/animated characters), we cannot make them in time for retail launch. There is also the matter of minimum order quantities in manufacturing: we have to make 10s of thousands of pieces of each character! So if we include 10 characters in the 6″ figure assortment, that’s over 100k pieces of product, minimum. If our retailers can’t commit to buying that many pieces, we have to cut down the number of characters in the assortment to make the order quantity viable. It was always our goal to offer the widest variety of characters possible in both scales, within the parameters of how much our retailers can sell. Based on sales of product from Unexpected Journey, we found that there was a larger market for the 6″ figures and therefore have been able to offer more characters in that scale. We know the Tolkien fan base is passionate and appreciate their continued interest in our line. We also hope that the fans can appreciate our passion and commitment to quality, as well as the conditions that make it impossible to offer every character in every scale. Looking forward to the film and a successful sell-through of the figures at retail so we can offer more cool stuff for part 3!

The complete line of figures available for DOS in 2013.

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.
Read other articles by Daniel Pickett.





  • noam choseed says:

    shame, I really wanted a Bejorn, but considering the vast amount of Hobbit 1 toys still on retailer shelves I can understand it. We’ll see what 2014 brings.

  • Ed says:

    No surprise about the 6″ line being more in demand, as the only figures made for the LOTR trilogy were in that scale. It makes it easier to integrate the new characters introduced in The Hobbit line. Still, though, the only one I really wanted from the Desolation of Smaug series was Radagast, and it was pure dumb luck I got my hands on him right away. I just happened to swing by my local Toys R Us right after they opened on a Wednesday morning a couple weeks ago. They had just put the Smaug series on the shelf. Granted, they only had one of each of the three…

  • Chad says:

    I think the biggest problem with the line was that they released way too many sets for the first movie. Be it single figures, double packs, and the multiple packs. You really had to plan out which sets you to buy to ensure that you didnt double up on any figures. The release of all the different packs made the individual releases of the figures pretty much unnecessary.

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