What little boy doesn't want to be this?
This is a follow on from yesterday's post:
The only other company as badly hurt by Kennedy's Folly is Hasbro. Last year at this time their stock was sitting at a comfortable $110 a share and is now at a decidedly uncomfortable $90 a share and they are dreading the next quarterly report.
Hasbro bought up Kenner specifically to acquire the golden Star Wars brand back in 1991. It's never been a money loser for them...until now. Any sad stroll through Toys R'Us during it's tragic last gasps would reveal about a third of the shelf space in the entire store packed with First Order era Star Wars merch.
Situation at Hasbro is more of a problem than for Disney since they can't play the shell games that Disney does.
But Hasbro does have one potential savior that Disney does not.
According to one insider at Hasbro, they are strongly considering bringing back a toyline that was banished long ago in the name of Clinton Era political correctness. Unthinkable a couple of years ago but now the time may be right for the return of GI Joe.The dirty secret of the toy industry is this.
The doll/action figure is really nearly a loss leader. They are almost sold at cost.
The real money is in the accessories. Planes, ships, tanks (etc). That is one of problems Marvel has. The action figure is it. There isn't much in the way of secondary stuff.
That was why Star Wars was so huge, AT-ATs, AT-STs, Tie Fighters, X-Wings, Y-Wings, A-Wings, B-Wings, Landspeers, Star Destroyers, Slave-One, The Falcon and the list goes on and on.
It was a money making machine for Hasbro/Lucasfilm but one with an integral part: the Boy.
The Boy needed a reason to play with the toy. The Boy needed a reason to want to pretend that he was Han or Luke. The Boy needed a story.
There was plenty of reason to want to be Han or Luke or even the mysterious Bobba Fett.
No boy (unless he has truly hideous parents) is going to want to play with a Rey doll.