In my previous article, I discussed my feelings on the biggest issue with Mattel’s Young Justice line, the price. You can read about it here. Today, I want to talk about character packout.
1. One of the things I noticed while collecting the Batman Brave and Bold line was what was left on the shelves. As the line progressed, I saw that what hung on the shelves were the single packed villains. While these tended to be characters with multiple appearances on the show, the demand for them as toys seemed to be over estimated.
The other thing was that many of these villains were also available in two packs with the main heroes of the show. Batman. Aquaman. Blue Beetle. I believe the hero helps sell the villain. There really is no need to offer the villains as single pack figures.
2. There were no female figures offered in the Batman Brave and Bold line. To be honest, female heroes and villains were not featured very much on the show. Catwoman, Black Canary and Huntress were barely a blip on the show compared to the male heroes and villains which were on the show much more frequently. Despite requests from collectors to make them, I cannot imagine the demand from kids for figures of these female characters would have been very high.
When I was at Hasbro in the mid 1990′s, I was let in on generic sales figure about the GIJoe line. It was this. Heroes outsold villains at a rate of 5 to 1 and the worst selling male villain outsold the best selling female figure ever made.
3. There were a ton of variations of the main hero of the line. Batman was clearly the star of the show. The toy line reflected this by including multiple versions of Batman in every wave of single figures, deluxe figures, and multipacks.
4. Straight re-releases of other heroes just sat on the shelves. One of the later waves of Batman Brave and Bold singles included exact repacks of Red Tornado and Plastic Man with the same paint and the same accessories. These too hung on the pegs and should be avoided.
My conclusion is this. If Mattel makes a second stab at making Young Justice figures, maybe they should follow a slightly modified packout from what Batman Brave and Bold used:
1. Variants of the main characters in every wave. That means Robin and Superboy. Seriously, they are the stars of the show. Robin and Stealth Robin should have both been in the first wave. The other main male heroes should be rotated throughout the waves. This gives moms always a chance to pick up the main characters while collectors the opportunity to build the team.
2. Villains and female characters should restricted to multipacks only, with a major hero as the base figure to generate sales. Yes we need villains and the whole team, but putting Superman in the package with Miss Martian and Batman with Artemis would help Mattel sell a lot more units.
Yes, I would like to see a revised Young Justice line with the original 6 members of the team, the entire Justice League, and the additions to both teams made since the beginning of the series. It is an ambitious goal, but it needs to be built on the basics of the show and what we have observed from the varying degrees of success on other lines.
The following images are from Worlds Finest On Line:
That would be an awesome set of figures.
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