Antoc Merrick X-Wing Release Method Is Far From Ideal

First, a couple of prefaces (that will likely be ignored in the comments). One, this is not whining or complaining. Thanks to my friend John Miko, I have an Antoc Merrick's X-Wing secured (and will be picking it up this Sunday). This article is not for my own self-interests, but rather to use this platform to speak for some fellow collectors for whom this release is becoming a stress point. Two, I completely acknowledge that this concern may be entirely premature, but I’d rather raise some concerns early and be wrong, than be right and too late. If I end up with egg on my face, it won't be the first time.

In efforts to make the collector experience better, Hasbro has been experimenting with different release patterns. (For example, the Emperor Palpatine wave did not go up for preorder until the entire wave was announced.). Without a shred of sarcasm, we commend Hasbro for this. Trying new things is good, even if they fail, so long as that failure is acknowledged and things move forward. I think Hasbro has been very good at improving the process when possible. Want proof? Many collectors complained when the Bad Batch 4-pack was announced and placed up for presale the same day. Hasbro acted on this pain point. You will notice that the recent Droids figures were announced the day before the pre-order went live.

It is with Hasbro's willingness to adapt in mind that I urge them not to repeat this pre-orderless Antoc Merrick's X-Wing approach, particularly with its lack of any online ordering. The latter is an archaic pattern that is not right for 2021. Here is why this is an issue for collectors:

No on-shelf date has been communicated - We know from social media that the Antoc Merrick's X-Wing is being found heavily across the country, and that the sales are not register-locked. Having no pre-orders only works if there is a set on-shelf date with register-lock, so collectors know when to check stores.

Inability to check store inventory online - With no product page on the Target website, there is no way for collectors to check if there is in-store availability, and no way to choose in-store pick up. The latter also means contactless pick-up is not an optional, which is the only way some customers are comfortable shopping amid the ongoing pandemic. The days of toy runs are over, and making fruitless trips to stores is wasteful. I don't want to invoke the "s" word, but this pattern favors the...* cough *...institutional...* cough * buyers.

Target employees seem to be trained to check the Target website - When inquiring about a product in store, the Target employees seem to be trained to look up the product on the Target website. The lack of an Antoc Merrick X-Wing product page is leading some associates to tell customers that the product simply does not exist.

Target scanners no longer allow customers to self-check inventory - The issue with employees trying, but being unable, to pull up the product would be a non-issue if customers could look up product on their own at the Target scanners, but this feature appears to have been disabled across the board. This was presumably done to thwart the aforementioned institutional buyers, but I feel it has the opposite result. Those types of buyers have the time to haunt stores, and attempt to persuade / pressure associates.

This isn't the good old days. Brick and mortar stores typically do not stock a lot of product anymore, especially Target having been burned by their exclusive Black Series Moloch figure. If it were the glory days, a random on-shelf date would be fine, and even fun. But in current landscape, one of the modern shopping options, either pre-order or a product page with in-store pick up, would make this a better experience.

I truly hope that you're all mocking me for this article in a few months, and Target stores are filthy with Antoc Merrick X-Wings (and the product page will go live again at some point). As with all product, I want everyone who wants one to be able to acquire it. But my gut feeling is that it's not going to be the case here. I hope I'm wrong.

---

comments powered by Disqus