She-Ra Princess of Power Action Figure Subscription

Shadow Weaver package mock up by Stuart Cameron.

 This doesn't exist yet, but the Club Grayskull action figure subscription currently focuses on He-Man and the Masters of the Universe characters. This was a cartoon series that aired from 1982 to 1985, and was produced by US animation house Filmation for Mattel's toy line. Club Grayskull evolved from the highly successful (and ongoing) adult collector line Masters of the Universe Classics. The designs of the new line are simplified to reflect the cartoon style.

Club Grayskull 2016 is composed of He-Man, Skeletor, Evil-Lyn, Beast-Man, Clawful, Trap-Jaw and Evil Seed - all He-Man characters. So what about She-Ra? Could she be Club Grayskull (or Club Brightmoon) 2017? Perhaps the lineup is She-Ra (sub exclusive), Hordak, Shadow Weaver, Leech, Mantenna, Grizzlor and Tung Lashor.

Hordak mock up by Stuart Cameron.

Missing POP Characters!

MISSING: HAVE YOU SEEN THE GREAT REBELLION? 4 YEARS INTO MOTUC LINE AND THE GREAT REBELLION ARE NOWHERE TO BE SEEN.

Many of my fellow Princess of Power fans over in the SHADOW WEAVERS REALM (SWR) Facebook fan group have discussed with one another the matter of scarcity of Princess of Power, as well as New Adventures characters, in the Masters of the Universe Classics toy line. Matty made a smart move by "absorbing" POP and NA into the MOTUC line, but unfortunately, the line has been very MOTU heavy since its inception. The argument from Matty is that there's simply more MOTU characters than there are POP or NA. But that argument is starting to lose weight now that there are only around 33 MOTU characters and variants remaining to get a release. POP and 200X characters have averaged 1-2 releases a year, while NA characters average 1 release a year. The rest of the year is populated with mostly MOTU characters. Now that the rights have been obtained for Filmation and Jetlag characters, competition for a monthly slot might even become more fierce...

The folks over at SWR, including myself, have speculated that the reasoning for such a MOTU-heavy distribution ratio is that MATTEL is playing it safe with characters that it knows will secure subscriptions. The developing fear is that by the time MOTUC winds down for a close, many POP and NA characters will not get a release, whilst most if not all of the core MOTU characters will have been released. I myself suspect that getting ALL the core MOTU characters released in MOTUC is the primary goal, and that the rest of the characters are considered "extra gravy" to fill the holes. Although I and my fellow Weavers intend to support the line into the indefinite future - we do hope that Matty will make some efforts to even out the distribution of characters, so that more POP and NA characters get a release in a given year.

WE WANT TO BE JUST AS VOCAL IN SUPPORTING POP CHARACTERS AS THE ANTI-POP CROWD ARE SPEAKING AGAINST THEM.

Princess of Power Classics!

I am an avid Princess of Power (POP) fan - as can be seen in previous posts on this blog. Princess of Power is a spin-off of the legendary Masters of the Universe (MOTU) brand, engineered by Mattel. As Masters of the Universe starred He-Man, being an action figure toy line for boys, Mattel wanted to recreate the success of MOTU in the girls' market - thus Princess of Power starred He-Man's twin sister She-Ra. Though not as successful and expansive as MOTU, POP still established itself as an action figure/doll icon - it's rare to have a toy line of this nature, and even rarer for such a toy line to etch a place for itself in entertainment & merchandising history.

In 2008, Mattel made plans to continue it's MOTU relaunch by releasing new action figures via an exclusive online outlet. At this point, the MOTU relaunch toy line, known to fans as the 200X line, had been canceled in the retail market due to poor sales. Licensing privileges were given to NECA, who continued releases for the 200X line in the form of "Staction Figures", non-articulated action figure-sized statues that could be displayed with other 200X action figures. The staction figures proved successful through smaller niche online markets, and Mattel made decisions to revitalize the 200X line with this new online distribution method.

Having worked closely with the Four Horsemen toy sculptors for the 200X line, Matty was pleased with concept sculpts for this new online outlet, but was even more pleased with sculpts that were closer in style to the vintage MOTU toy line. The idea of taking original toy designs and refreshing them with contemporary action figure mechanics had already proved successful in Hasbro's Transformers Classics toy line, and it made since for Matty to do the same for MOTU. And thus, the Masters of the Universe Classics line was born.

Originally, there were only going to be a handful of figures released, just to commemorate the brand (similar to the Masters of the Universe Commemorative Series - which re-released a few of the original characters in their original sculpts). The MOTUC line started with King Grayskull, a "classicized" version of a character that had been introduced in the 200X cartoon series. Buzz around the figures soon erupted, and the line eventually grew beyond the 6 or so figures that were originally planned.

Quickly establishing an infrastructure to create, build, package, promote and distribute the figures, Matty was poised to carry the line for a fairly long stretch. It was soon decided to expand MOTUC beyond just the core characters - the absorption of the POP characters, as well as another MOTU spin-off line simply titled He-Man (known to most fans as New Adventures of He-Man {NA}), assured a massive inventory of characters for the MOTUC toy line. With the absorption of the spin-off series, and the release of 1-3 toys a month, many fans have speculated that MOTUC could last until 2017 or longer. But there's been concern that the line could potentially not make it that long...

Typically, a specific toy line has a 3-5 year life span. Toy companies often bring a toy line to a close, or reboot it if it's popular enough - Transformers and Power Rangers are chief examples of this. So it is understandable why collectors have anxiety levels that are continually mounting up.

And fans of Princess of Power have much anxiety, as the line is now in its third year, and going into its fourth with only 6 toys that are based on vintage Princess of Power characters: Adora, She-Ra, Bow, Catra, Bubble Power She-Ra and Swiftwind. Though there are 4 more toys coming in February 2012 in the Star Sisters 3-Pack: Starla, Tallstar, Jewelstar and Glory Bird, POP fans wonder what the rest of 2012 has in store - who will the next POP figure be?

As I am a member of the MOTUC/POP Facebook fan group SHADOW WEAVERS REALM, I'm taking part in a sort of petition to bring awareness to the gross shortage POP characters in the MOTUC toy line. Perhaps more fans can rally to this message, and get Matty to shift its ratios, which seem to be more focused on getting core MOTU characters released, rather than a more balanced distribution that brings POP and NA more into the fold.

My 2010 Challenge is...

As a belated Holidays gift from my better half, I spent Saturday afternoon sifting through Ebay for some potential purchases. I went ahead and purchased an Adora action figure from the new Masters of the Universe Classic (MOTUC) exclusive toyline. It's the first figure from the line that I will be purchasing. The interesting thing is - she doesn't go on sale on mattycollector.com (the only place you can purchase it officially) until January 15th. The toyline is so hot that some of the limited release figures sell out in less than a day - one is released every month, with a bonus figure thrown in every now and again.

One of the remedies to missing out on a figure is to have joined the mattycollector subscription club, but you have to pay for that every month. The other way is to go to third party vendors - the online stores that go in and buy the figures in bulk, mark up the pricing, and sell them to the ravenous customers that missed out on the first round. This is not always the solution - Mattel is controlling the distribution numbers of the figures to a degree that you won't find a figure anywhere...without having to pay some outlandish markup through a third party vendor.

I digress...I'm holding out on purchasing a lot of the MOTUC figures due to the simple fact that I've collected many of the characters in the original line, as well as the 2002 updated line. I'm looking for something new - ala the Adora figure. I love the line, and am very excited for it's continuation, but I intend to invest my dollars in building up an MOTUC collection with a focus on the Princess of Power (POP) and New Adventures of He-Man (NA) chapters of the line. Until these figures start showing up on mattycollector.com, I am going to satiate my thirst for POP product by collecting the figures I never could as a kid.

Every month of 2010, I intend to expand my vintage Princess of Power collection by one figure. I am in no way planning to collect EVERY product from the line - I am not a completionist collector, and some products are of no interest to me. The core of this vintage collection will be:

First: the characters that appeared on the show
Second: expanding to interesting pieces that didn't appear in the show

January is Frosta - the Ice Impress of Etheria

She is the reigning Queen of Castle Chill in the Kingdom of Snows, and is known to have an intense crush on He-Man, Adora/She-Ra's twin brother. She sends out blasts of ice, as well as turn things into ice.

ENTERTAINMENT: The Masters are Making IT

Masters of the Universe, a toy franchise that hit the market back in 1981, still has a presence today. Though its presence is not as strong as another successful, long-living 80s line, i.e. The Transformers, He-Man and his cohorts are finding their way into consumers' hands. MOTU's second climb to fame and success is still at hand, as the potential of the brand is obvious--there is just a need to market the franchise in a way that will make He-Man and the Masters king again.

In an ironic twist, the Transformer line did not appear in the United States until three years after MOTU filled the toy shelves, and then only a year after the He-Man franchise was booming--chiefly due to the success of the cartoon series that debuted in 1983 (MOTU is usually given credit for pioneering an action figure toyline that corresponds with an ongoing cartoon series). At the time, TF was one of the many boy's toy lines that competed for market success, it offered something different--an action figure that presented two modes of play i.e. car and robot etc., and likely wouldn't be compared to He-Man the way another line like Thundercats or Silverhawks would be. Perhaps because of that difference, and indeed Hasbro and Takara's marketing strategy, Transformers would persevere running almost non-stop from 1984 to the present with a steady level of success. MOTU, however, would run from 1981 to 1991 almost non-stop with varying levels of success, and meeting a total demise with the New Adventures of He-Man toyline.

Like many 80s properties, He-Man made an attempt at a come-back--more than ten years after the franchise disappeared from toy shelves, and the entertainment market as a whole. Unlike Transformers, a line that maintained a presence in the boys toy market, as well as the adult collector market, He-Man had to make a come-back, a strong come-back. At a time when competition was fierce, more fierce than it was in the 80s, the marketing ploy had to be one that hit the consumer on multiple levels. Mattel, the toy company that owns the rights to the He-Man franchise, launched a marketing campaign that saw the release of commercials, a cartoon series, a comic book series, and miscellaneous items like partyware, socks, etc. Many argue that the marketing was not invasive enough. The cartoon series, though in many ways innovative and action-packed, somehow was not reaching its audience. In comparison, other brands debuted cartoon series on network television and syndication, hitting a wider audience. Some would even debut on Cartoon Network and air re-runs in syndication, ensuring a massive market coverage. He-Man was exclusive to the Cartoon Network, a cable channel that everyone didn't get.

The action figures of the 2002 Masters of the Universe toyline were beautifully designed and sculpted by the Four Horsemen, a group that is amongst today's top and well-known action figure makers. The line was breath-taking, and when it made its premier at comic-cons and toy conventions in the early 2000's, fans were ecstatic at He-Man's return. Fans had been rooting for his return for years, voicing their desires on websites and forums that eventually merged to become He-Man.org. The 2002 line indeed started with a boom with the toys on shelves, and a television series on Cartoon Network. Eventually, a comic book by MVCreations was released, showing that He-Man was on the up and up. With a second season, and more waves of figures, and statues and bust exclusives, everything was looking good. But then the numbers started pouring in, and He-Man apparently was not performing as well as expected. Yes, the adult collector was ecstatic and avid about the figures, and those expensive busts, but the 4+ year old consumer just wasn't buying it. The line was perhaps too sophisticated, and actually targeted to an older audience, losing the younger demographic.

With a campaign that failed to grab its target audience, Mattel pulled the line back. Though the second season was planned out, and a third season was conceptualized with He-Man's sister She-Ra coming on board, the cartoon was scheduled into the "Oblivion" time slot on Cartoon Network and eventually was cancelled. The toy line was cancelled, and the comic book eventually disappeared as well. Many fans say that the demise of the line was due to Mattel's poor marketing and distribution strategy--not enough advertising of the brand, and too many of the same two or three figures flooding the toy shelves. I experienced multiple times first hand the journey from Walmart to K-Mart to Target to Toys-R-Us to K.B. Toys, all in the same day, only to find the same He-Man and Skeletor variants, and none of the other figures of the rest of the collection.

Despite Mattel's decree, fans were outraged and many online petitions, phone calls and emails followed. The toy company's only answer was to give the Four Horsemen limited power over releasing a line of "staction" figures, statues and busts through NECA (National Entertainment Collectibles Association) that basically keep the franchise afloat. The staction figures were hot order items, some of them going for $80-100 on Ebay because of the demand--off the shelf, one would usually cost around $17. Along with the Four Horsemen's line, BCI Eclipse has struck gold with their ongoing DVD series of the original. The Best of He-Man and the Masters of the Universe, a DVD set of 10 episodes voted on by the fans, was a smash hit. Winning the 2005 Award for Best 1980s TV DVD Release, the set paved the way for the entire run of the original show on DVD, as well as the She-Ra series, the New Adventures series, and the 2002 Mike Young Productions series. BCI also plans to release other cartoon series created by Filmation (the original He-Man's cartoon studio) thanks to the success of He-Man.

The desire for MOTU products is obvious with the aforementioned success of the Four Horsemen products and the DVDs. Mattel has released the Masters of the Universe Classics line (likely an attempt to replicate the success of Hasbro's Transformers Universe/Classics line). Unlike the retailer-prevalent Transformers Classics, MOTU Classics can only be found on Mattel's exclusive online store (they're playing it safe, gauging to see if producing such a line can prove to be lucrative). Mattel is also banking on the success of a live motion picture coming to theaters near you...hopefully within the next decade. I say if the Transformers can flood the market and conventions with its various products and sophomoric television series (not counting their most recent TF: Animated), and live motion pictures, the same can be done with the one toy line that started it all.