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Indiana Jones Q&A With Hasbro Round #8
Indiana Jones: Jay Cochran - 2008.10.18
The folks who work on the new Indiana Jones toy line at Hasbro have agreed to do a regular Q&A session with us here at TNI regarding their new toy line hitting shelves now.


TNI: There are rumors the Toht wave of figures has been canceled. Is this true?

Hasbro: This is true - the second Raiders line will not be coming to retail in 2009 as previously planned.


TNI: As a follow-up to the first questions, many readers fear that this line is basically dead in the water and about to be canceled. Is this true or is there something you can tell them that will help put their fears to rest?

Hasbro: Without a movie or entertainment backdrop to maintain kids' interest in the line, it's just not possible to maintain momentum in the intensely competitive boys' action aisle. We are extremely passionate fans of the IJ line ourselves and anticipate that the line will return if and when there is another IJ movie. Until then, the decision to rest the brand will position it for the best possible return.


TNI: Why is it these days (and probably since Star Wars first hit the shelves back in the late 70's), an action figure line has to have something like a movie or TV show pushing it to survive? Why isn't it possible to create a cool action figure line (not nessecairly Raiders but any line), promote it with other ways (like advertisements on TV, web and magazines), and have it survive? There are many toy lines that fall outside of action figures (like girls dolls and video games) that seem to survive without a movie or TV show pushing them, but we always hear with action figures that if there is no show or movie, the line can't survive. I'm just curious where this line of thinking in the toy industry comes from and do you think that it's a possible reason why boys' action figures have become somewhat limited as far as sales in the overall toy industry as compared with video games, girls toys, etc etc? (This question really pertains more to the selling of action figures to parents and their kids not adult collectors.)

Hasbro: Toys are grouped together at retail by consumer-insight driven play patterns (as you mention), but the retail performance expectations for each category are very different regarding top line sales, margin delivery and the like. It is entirely possible that a toy line one aisle over delivers a fraction of the sales but meets retailer satisfaction in other areas, and this is measured against different standards. In an aisle dominated by entertainment, as the boys aisle is and has been for 30+ years, expectations are very high and the competition intense. It is very difficult for non-entertainment-backed brands to succeed, and even GI Joe (the only standout in the last 15 years to have succeeded continuously without persistent entertainment) has a major movie coming down the pike. Entertainment is not only the cost of entry to the boys' aisle, it is necessary to keep kids engaged and coming back to provide a healthy core of support for any line.


If you would like to ask a question of this team, head over to our FORUMS and post it. We may use it in a our next Q&A which will take place on October 31, 2008.


Also see:

Indiana Jones Q&A With Hasbro Round 7
Indiana Jones Q&A With Hasbro Round 6
Indiana Jones Q&A With Hasbro Round 5
Indiana Jones Q&A With Hasbro Round 4
Indiana Jones Q&A With Hasbro Round 3
Indiana Jones Q&A With Hasbro Round 2
Indiana Jones Q&A With Hasbro Round 1


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last 10 shown - scroll to view more   Member Comments

ExultedUnicron
2008-10-23
10:57 am

well, I'm finally glad Hasbro's finally admitted that we're not getting anything new 
Wheeljack35
2008-10-19
4:51 am

Here are some questions from other boards [url=" (link) Jones Collectors[/url] IJC: With the "death" of the Indiana Jones Line coming at the end of the year, are there things you wished you did differently (besides not doing it at all maybe)? I know a lot of collectors who were on t... read more 
Devil Bat
2008-10-19
3:19 am

I find it hard to believe children drove sales in this line to begin with, especially when it comes to the figures based on the earlier films. Sheesh. You'd think they'd reward long-time, hardcore fans and customers with even a limited release of that last wave. What a disappointment... 
Dark Horse
2008-10-19
1:33 am

Hasbro are bastards. Greedy, lying bastards. 
Wheeljack35
2008-10-19
1:17 am

They should of never got our hopes up showing us that wave if they weren't intending on releasing it the bastards 
terminator
2008-10-19
12:10 am

i said it once and you can bet your royal behind, that i will say it again and again: hasbro sucks. 
rherk
2008-10-18
11:04 pm

Oh well. I find it interesting how they can release a crappy 4 pack of already released figures but not these new ones. How about 2 four packs to cover this wave? 
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