The new Q&A with MATTEL
November 9, 2007



While we continue to hammer out the forum issues let’s take a look at the newest batch of answers to your questions from our good friends at Mattel.   Keep sending in your questions for Mattel to:   The next round of questions are due by midnight Nov. 14th. 

 Let’s get to the answers!


Q1. With the 6” DCU, this line is shaping up to be the one to beat among comic superhero action figure lines. However, with the 3 announced waves of DCUC, only 1 female made the cut. Without getting into specific characters, will we be getting more females in the remaining 2 waves for ’08?

A: Yes. At least two, maybe more.

Q2. Is it still a goal in the JLU line(and now the DCU 6”) to make as many characters who were made in the Kenner Super Powers line as possible?

A: Unofficially yes.  Toy Guru keeps  a picture of all the Super Powers figures posted by his desk next to the poster of Mattel JLU figures (given away at Comic Con) so doing those figures is always on his mind.

Q3. How are the plans for creating"branded isles" for DC product coming along? The reason I ask is that I was at the Coventry, RI Wal-mart on Sunday and they had 0, zero, DC product. No The Baman, no DC Super Heroes, no Super Friends, no JLU. You literally could not buy a Batman toy there if you wanted to. And there is no shelf space and no empty pegs for it.

A: With the addition of a major DC movie next year (Batman the Dark Knight) you should see spill over of many more of our lines at retail. Whenever there is a major DC movie out retailers are usually more keen to order more “other” DC product such as our 6 inch line. As always, if you are not seeing your favorite Mattel toy line at retail let your favorite retailer know this!

Q4. Has a decision been made yet as to if there will be a DCUC exclusive at SDCC/WWC next year? If so, is there any chance that we might get something that the current B.A.F . program couldn’t handle, like a bigger character or something odd like Starro? Also, would it be possible to set up some sort of system to let fans who can’t make the shows order/pre-order the exclusives on-line?

A: We have not yet confirmed our Convention Exclusives but we can let you know that many fan requests were reviewed and it looks like many wishes will be answered. Comic Con and other conventions offer Mattel a great opportunity to offer collector product that may not otherwise fit into a mainstream retail toy line. I can tell you many of our exclusives will not only be fan favorites, but unexpected figures as well!

Q5. I have a question in regards to the DC Super Friends Line, will there a GL Hal Jordan figure added?

A: Nothing to announce as of yet, but the future is wide open and this line is doing very well at retail.


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.




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