The Four Horsemen In the Pages of the New York Times
March 22, 2012

This week our friends at ‘The Four Horsmen Studios‘ found themselves the subject of a feature article in the most famous newspaper in the world – The New York Times.  The article, a year in the making, was written by NYT editor and AFi reader/poster Gregory Schmidt.   The article originally had a bit of a more controversial headline that was a play on words that seemed that the 4HM were not happy with their work at Mattel and we looking to break ties and head off on creating and diversifying their original I.P.   Anyone that has spent any time with the Four Horsemen know that is not the case and they are delighted to be working with Mattel on the ‘Masters of the Universe Classics’ and DC Universe lines.   Cornboy didn’t want fans to get the impression they were dissatisfied with their work at Mattel and posted a disclaimer on his Facebook page:

 Now, let us preface this by saying that we didn’t get the chance to read the New York Times article before it was posted, and some of the “facts” stated in the article are slightly incorrect (most of them are fairly insignificant). The most glaring of these inaccuracies is the title of the article which insinuates that we’d like to “cut the cord” from our main client, which would be Mattel. That absolutely couldn’t be farther from the truth.

Mattel is the reason that we are able to do what we do today. We’re indebted to them, eternally grateful to them and completely content in our relationship with them, as well as being incredibly excited about what the future holds for our partnership with Mattel.

All of that aside, we thought you all might find the article an interesting read, even though the interview is based more on the business aspects of our company rather than the usual artistic aspects.

It’s a great article not just on the guys but on small business, the creative process, and the struggles to produce original intelectual property. It’s well worth a read.  Congratulations to the Four Horsemen and to Greg!

You can read the full feature here on the official NYT site.

And you can read and contribute to the follow-up blog discussion here.

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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