Premium DNA Shows Off 6" Battletoads Figures - But Who Is Premium DNA?

by Jay Cochran
April 03, 2021
This past week, the company Premium DNA started showing off images for their new line of 6” Battletoads figures which actually were first announced back in July 2020.

As I report this, Premium DNA has shown three of the six figures coming in the first wave which includes Zitz, Rat Bones and Porka Pig (see images below).

Besides Battletoads, we have seen Premium DNA has been taking pre-orders for Madballs and Barnyard Commando’s. Beyond that, they’ve announced they have the licenses to do figures for other properties such as Earthworm Jim and Clay Fighter.

So who exactly is Premium DNA? Well, they are a fairly new company started a year or so ago by the guys behind Megalopolis Toys, Ben and Matt Westover.

When Premium DNA was first launched around June 2020, it seemed to be an extension of Megalopolis Toys. All the press releases for Premium DNA products were sent out from Megalopolis Toys. You can even see in their first press release that it was titled MEGALOPOLIS TOYS TO INTRODUCE MADBALLS™ AND BARNYARD COMMANDOS™ RETRO ACTION FIGURE LINE.

As I understand it, Ben and Matt had been selling toys through their retail business Megalopolis but wanted to get into the manufacturing side of things, so they started Premium DNA to do this. You can hear Ben Westover talk about this in an interview he did with Pixel-Dan last July.

Here is a second press release they put out in July, and note Ben Westover is listed as the Creative Director/Co-Founder of Megalopolis.

Now, it’s not much of a secret that 2020 was not a good year for Megalopolis Toys. All it takes is looking at the 208 complaints filed against them on the Better Business Bureau website or looking at the Community Section of their own Facebook page to get an idea of what’s been happening. There have even been indications and rumblings that Entertainment Earth, in their capacity as a distributor, is suing Megalopolis. I have no idea what the current status of that is. You can see the docket filing here.

If you are wondering, Toy Overlord, Inc. is another name used by Megalopolis.

Ben and Matt have made some attempts to publicly address some of the problems with fulfilling orders. They did an interview back in late September, again with Pixel-Dan about it.

In November, they announced new policy changes being made to their site via their Facebook page. How effective any of this has been, well I will let you make your own determination about that.

Getting back to Premium DNA. In recent days, there seem to be attempts to distance Premium DNA from Megalopolis Toys, a move I suppose you can understand from their perspective. On their various social media pages, they have been telling people simply the two are separate companies.

I suppose on paper that likely is true. But Ben Westover still lists himself on LinkedIn as being the Lead Creative at Premium DNA Toys. Matt Westover lists himself on LinkedIn as President/CEO at Megalopolis: City of Collectibles.

The Premium DNA website appears to still be run on the same site as Megalopolis Toys.

So while technically the two companies might be listed as separate entities on paper, they still seem very much intertwined with one another to me, and I’ve seen no kind of formal or even informal announcement that any significant changes with the management structure for Premium DNA has happened.

Does that mean you shouldn’t get any of these new action figures said to be coming from Premium DNA? That is a question only you can answer for yourselves. However, there are other options to secure these figures other than ordering directly from Premium DNA or Megalopolis if you decide you want to purchase them. Places like BigBadToyStore have been offering pre-orders for the Premium DNA products, and from what I understand they will be offering the Battletoads for pre-order sometime in May. Of course, if for whatever reason Premium DNA isn’t able to deliver on the final product for any of these figures, pre-orders would be canceled. If you go with a second-party vendor like BBTS however, your chances of easily getting a refund become much greater. I won’t personally 100% vouch for anyone outside my personal control, but I’ve never known BBTS to not refund someone their money when an order with them gets canceled.

Note for the sake of transparency: Megalopolis Toys has previously been a sponsor on TNI which simply means they purchased ad space to promote their business on our sites. They ceased being a sponsor in early September 2020. BBTS is a current sponsor on TNI.
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Last 10 comments - ( Read All Posts )
EvilHayato - 2021-04-21 @ 1:57 am
2 hours ago, Roadpigmaster said:

Thank you man... I personally like the Toads figures... I may get only the two toads and not the bad guys.??

no problem, happy to help. I was only ever going to be getting the toads but those prices and lack of assurance on anything makes it a dead deal for me. Im so surprised they dont even display them in any kind of posing which is super odd. Its also weird about the bicep swivel and if there even is any since the figs pictured look to be painted over those joints. What really sucks is that they are made to order only and basically you either pay them and get something that could be crap or wait it out and see others get it and see how they are and not be able to get them. 

chickenfeetrfun2eat - 2021-04-20 @ 11:58 pm

Those prices...ouch. Good luck to the people pre-ordering this line. No sarcasm here.

Belmont13 - 2021-04-20 @ 11:50 pm

The figures don't look bad but I'm not a big enough fan of the franchise to pay that much for these plus the whole trust issue. 

Roadpigmaster - 2021-04-20 @ 11:47 pm
4 hours ago, EvilHayato said:

here ya go

Thank you man... I personally like the Toads figures... I may get only the two toads and not the bad guys.??

Roadpigmaster - 2021-04-20 @ 11:11 pm
5 hours ago, Kurruption said:

Super7 pricing, but have you purchased the Super7 turtles? Worth it, and with Super7 you know you will be getting something. I thought the Battletoads were going to be available through BBTS, I haven't found a link for them

I order Bebop from them and it's really big if you compare it to the NECA figures...?

CamWV - 2021-04-20 @ 7:52 pm

Supposedly May 15th is when they are going up at other retailers. We shall see

EvilHayato - 2021-04-20 @ 7:51 pm
41 minutes ago, Mr_Scary92 said:

Ok, maybe they doesn't have it, at least I'd expect some seriousness from them warning of potential problems that people who order DNA premium stuff may experience.

Id imagine BBTS is as optimistic as we are about the whole thing. I think Jay may be right on the fact that they may be waiting until they fulfill the first set of orders of madballs and such before going on. Also and this is most likely, the etailer preorders wont be going up for another month to allow premiumdna exclusivity on preorders for a time being. 

JayC - 2021-04-20 @ 7:15 pm

I also think May is when PDNA said they would open up pre-orders to others.

JayC - 2021-04-20 @ 7:11 pm

BBTS may be waiting to see if they deliver on the Madballs which was the first line PDNA listed before taking on any more pre-orders from them.

Mr_Scary92 - 2021-04-20 @ 7:08 pm
10 minutes ago, EvilHayato said:

You think BBTS has integrity?! XD They have a whole area for Premium DNA stuff. 

Ok, maybe they doesn't have it, at least I'd expect some seriousness from them warning of potential problems that people who order DNA premium stuff may experience.

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