Is Hasbro Favoring On-Card Collectors Too Much Now?

On-card collectors are critical to the commercial success of the Vintage Collection. They are absolutely critical. When Hasbro was flirting with bringing plastic free packaging to the Vintage Collection, I felt it portended the end of the line, and I say that without a spec of hyperbole. So convinced was I of this prospect that I wrote THIS ARTICLE addressing the subject. Because a picture is worth a thousand words, the belief is anchored by this graph put together by John Miko based on a poll in the SW The Vintage Collection Facebook Group:


If Hasbro had switched to plastic free packaging for TVC, 62% of the respondents would have either quit collecting or greatly reduced their purchases. In-package collectors are absolutely critical to the success of TVC. By a razor thin amount, more fans prioritize carded collecting in some way or form, but that block of consumers is made up of several segments, many of whom also collect loose. Combining those groups is how we can say that more than half the fan base collects on-card, but if we disaggregate that group, most collect both loose and carded. Those who collect only in-package actually only represent around 19% of the community. If we play the same aggregation game, loose and carded collectors plus loose only collectors represent a vast majority of the community. Once again, from Mr. Miko:


What does all this mean? It's Hasbro's favorite word: balance. A balance must be struck between the needs of carded collectors and loose collectors, but the tie breaker should always go to the loose collectors. Another way to say this is that form is important and function is important, but when those two ideals are at odds, function should take precedent. With the upcoming Princess Leia, I feel like Hasbro did the exact opposite. The plastic molded skirt will make for a better aesthetic presentation on-card, but it savages the functionality. Leia won't be able to sit in the Falcon. She won't be able to sink back into the bench of the detention cell when Vader comes to interrogate her, nor will she be able to recline on that same bench to mock Luke's height. Finally, the absolute most iconic Princess Leia pose will be absolutely unachievable:


The latter is particularly painful because the excellent Tantive IV Corridor play set was purpose built to recreate that scene.

At the end of the day, all that matters is sales. Expressing our wants to Hasbro is all well and good, but it doesn't mean much if it doesn't translate to sales. Better sales is the only way TVC gets a bigger budget (whining about the lack of budget on social media accomplishes nothing). My personal preorder of the upcoming Princess Leis was halved once the plastic skirt was revealed. The figure is going to be a lot less fun. This is purely anecdotal, but erring on the side of form cost sales in my case.

I can't help but feel this is an overreaction to the uproar over plastic free packaging. The pendulum needs to swing back toward the middle. I am in the smallest group in the chart above. I buy (or used to buy) at least 1 each loose and carded. I absolutely love being a carded collector despite the frustrations, but the loose figure always take priority. How these items function in my display is the most important thing to me.

Don't forget, we have the WonderCon reveal preorders coming up later today.

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