20 To 25 Figures Simply Won’t Cut It

Posted by Chris on 07/10/18 at 11:30 AM Category: Vintage Collection

I think we're all about ready to write the 2018 Vintage Collection off at this point. We were well prepared that 2018 wouldn't get the line going in full swing. It's a pilot light of sorts to keep the line flickering until it gets rolling in earnest in 2019 (which has whispers of being excellent). Unfortunately delays and utterly toxic repacks give concern that the pilot light might go out, but that's not the purpose of this article. We're on to 2019.

Hasbro has repeatedly tried to make sure they set our expectations with the return of the Vintage Collection. They have stated emphatically, the line is not returning to 60 figures a year. When pressed for what that means, the unofficial answer is something between twenty and twenty five figures. I have one response:

Very few collectors collect them all anymore. We've recently written about this. In 2019 there will be 11 movies, Expanded Universe and Legends. Even if you break them down into overly broad categories of PT, OT, ST and EU, and assumed an even distribution (which is unlikely), at 25 figures a year, that's 6.25 figures per source per year. Collectors who only collect one source will loose interest. Six figures a year isn't worth collecting. That's not how the collector mind works.

I've been calling this "segment momentum", and I feel it's Hasbro's biggest challenge. The hobby is heavily segmented now due to the breadth of the line. People collect OT only (probably the largest subset still engaged), droid only, Imperial only, Cantina only, etc,. etc. If momentum slows too much in anyone of those segments, those collectors simply go away. If you doubt me, the Sail Barge proves there were A LOT of lapsed collectors who are now snapping up anything and everything Jabba related on Ebay (the prices are skyrocketing).

My phrasing of "segment momentum" is either too artful or not artful enough. I'm not sure, but it doesn't quite capture the sentiment. CJ put it much better in the comments recently (look, I don't like admitting that anymore than you like reading it):

I like toys from all the movies. I'd even consider buying stuff from Rebels. But context becomes an issue.

What's the point of owning one Praetorian guard with no guarantee they'll ever make the others? Why buy young Han if there's no Lando, Qi'Ra, Tobias, Vos, etc?

There it is. Figures definitely sell better when the supporting context is available. Despite being divisive, Ewoks have been one of the most successful subsets of the line, and I contend that it's because Hasbro got to nearly ALL of them in very short order. Fans could get the companion pieces without having to wait years. Trickling out subsets through the basic line over the course of years is a recipe for disaster. Collectors loose interest. We have strong evidence of this happening through our members over the ten years of this site's existence. People get tired of waiting for that one figure that will complete a display.

We repeat our call that mutlipacks need to be a big part of the line going forward, but they need to be tightly themed packs. Part of the reason the Evolution sets started to loose enthusiasm is the sources started to get too broad. Packs of lesser known Cantina Patrons and Skiff Guards, army builders, Scarif Rebel Soldiers, or themed crews (i.e. the Crew of the Falcon from Solo) provide the instant context that collectors crave.