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Warning/Guarantee: Rambling blog-style nonsense awaits you.
2008 is almost over, and it was a heck of a year. DC Universe, Transformers Universe, Masters of the Universe, and other lines without "Universe" in them reestablished themselves as a strong collector brand of action figures. G.I. Joe started losing favor with collectors and/or producing too much product, Star Wars released not one but two giant ships, and we received a short flash-in-the-pan line for Indiana Jones. Oh, and there were dozens of Mighty Muggs. So what, if anything, was impressive enough to warrant your attention this past year?
Most Excellent Use of Existing Gimmick
Both Hasbro and Mattel got religion this year in the form of the Build-A-Figure. After being the hallmark of Toy Biz' Marvel Legends line, it was introduced in Beast Wars and, this year, rolled out in Hasbro's Star Wars and Mattel's DC Universe line. Each new assortment of figures would include parts to build a small droid, or a gigantic super-powered figure. While Mattel seems to have managed to create more impressive and imaginative toys with the concept, it's also doing wonders for Hasbro's Star Wars sales and droid fans everywhere are now buying figures they might not want just for the droid bits. That's marketing for you.
Most Adorable
Marvel Legends under Hasbro didn't do too much new and exciting, and this year was, as expected, weak. They continued to develop Superhero Squad and Mighty Muggs, which is where we'd like to start. For the collector who doesn't collect everything, the Muggs range has quickly gone from a widely disliked concept to a warm, fuzzy line which best works on your desk. We snagged a Movie Iron Man, a Comic-Con exclusive, and that's our favorite of the year. Arguably, the comic Iron Man and Spider-Man have stronger (and simpler) designs, but hey, we are who we is. These are about $10 each and from the look of things, will indeed continue into 2008.
Most Oversized
Hasbro's giant Millennium Falcon and less giant AT-TE seem to stand as monuments to the Star Wars success these past 14 years. There's no way either should exist, yet here they are. As shrines to your consumerism, they're quite impressive, although neither is a genuinely amazing toy. The Falcon, a.k.a., BMF, is loaded with electronic lights and sounds from the movie which provide minutes of entertainment. Numerous compartments, doors, seats, storage bins, beds, and other features soup this playset up to ridiculous levels, but sadly it's too big to fly around the house, effectively grounding what could have been the most fun vehicle ever. The AT-TE had questionable leg issues, and tons of storage space for your clone armies. Between the two, the AT-TE is arguably more essential as it's a new vehicle and provides ample storage for the collector with a vast army of white clone troopers. Which is actually a lot of fans, if the last few years are any indication. For purely toy and cost reasons, the AT-TE is probably the better of two. But Han Solo flies the Falcon, and Han is cool-- so if you can get either, you're in the right direction.
Most Surprising
After the horror that was the 2002 Masters of the Universe revival, Mattel gave it another shot with Masters of the Universe Classics starting last July. While it's not yet sure if it will be a shining beacon of collector love or another turkey in the making, this revival of $20-$30 figures measures about 7-inches tall and the three released so far (King Grayskull, He-Man, Beast Man) are surprisingly wonderful. The standard line packaging seems flimsy from the samples making it to the web, but the figures are amazing-- given that he last line more or less tanked within a year, it's amazing to see a huge company like Mattel throw its ample weight behind what is no doubt a money-losing or barely break-even-ing action figure line. You should absolutely buy one or more of these figures just to see what they're like, although you might want to wait a month or two for Skeletor to come out too. Kudos, Mattel.
Most Fanboy Friendly
In the post-1980s toy market, a lot of toys are created solely for adult fans. Toys like Yarna d'al' Gargan, or "Fat Dancer" from Return of the Jedi. As part of this year's Legacy Collection, the figure is loaded with articulation, and warts. The fact that this figure exists and you, the consumer, have the ability to buy one speaks volumes about the toy industry's desire to keep older fans happy, even when faced with a toy that would probably make any child burst into tears.
Most Better Than It Should Be
Aside from the odd repaint, very few transforming figures have been made based off the classic 1986 Transformers: The Movie in recent years. Those we got were a little blocky, repaints of other toys, or largely emphasized a vehicle mode over the robot form. Considering the movie's cult following and incredible designs, it's amazing this Transformers Universe Cyclonus turned out so well. It seems Hasbro started with the robot and worked backward, for stunning results. While the vehicle mode suffers slightly, the robot figure is one of Hasbro's absolutely best creations. The amount of articulation is downright unusual for this line in any size, especially the $10 price point. What's more, his gun turns into a robot. We went on about it last week and we're still crazy about it.
Most Wrong, but Oh So Right
Star Wars Galactic Heroes Princess Leia in Slave Outfit. That's all we have to say about that. Next year we're hoping for Oola.
Most Deserving of its Early End
After years of fan begging, Hasbro came to market with its Indiana Jones toy range. Since Galoob's tiny line in the late 1990s and a few theme park exclusives, it's been pretty sparse. This year, Hasbro cranked out 12-inch figures, 3 3/4-inch figures, Mighty Muggs, Adventure Heroes, playsets, Die-Cast Vehicles, and more, all based on the four movies. Basically, one assortment of figures was based on each film, and after the chilly reception to this year's Kingdom of the Crystal Skull and the low-quality figures from the initial release, it seems fans really weren't all that interested. All evidence points to the line being over right now, with the final releases trickling out in small numbers until Hasbro gets them out of their warehouses.
After looking at clearance racks, cancellations, and message boards, it seems there's one thing toy manufacturers can take away from this year, and that's to be extremely careful which fan wishes you cater to. Some items will do well because of a massive surge in popularity, like anything with a Transformers logo on it. Other items won't do well because the property skews too old, like Indiana Jones. And, apparently, everybody loves DC Comics heroes, so there should be a lot more of those, and also video game figures. NECA really did a bang-up job snapping up licenses, and it seems the toy market is remaining interesting despite a down economy.
--AP
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