In January 2006, Marvel Entertainment and Hasbro announced a deal that would grant the latter a five-year license to making toys based on Marvel Entertainment properties, such as Spider-man and the X-Men. The agreement began on January 1st 2007. Prior this Marvel Toys, a division of Marvel Entertainment formally known as Toy Biz, produced successful toys based on Marvel Entertainment’s characters. Toy Biz produced the Marvel Legends and Spider-Man Classic series of action figures that were very popular with collectors and children prior the takeover by Hasbro.
Hasbro has taken over where Marvel Toys left off, but collectors have not been as satisfied with the Marvel-based action figures the manufacturer has produced. Collectors find the quality of the toys and the moulds lesser than Toy Biz. Also, Hasbro charges a lot of money for toys that are inferior for what the average Marvel Legends action figure used to retail for. Character selection has been weak. The smaller line introduced by Hasbro has been welcomed by collectors, but many have not jumped on the bandwagon, avoiding to start a new collection and reduce expenses.
Meanwhile, Marvel Toys has gone after the licenses of other comic book properties and made Marvel Legends-like calling the new line Legendary Comic Book Heroes. Although the quality of the toys was the usual Marvel Legends grade and the selection of characters wide, this series has proven unpopular with fans had the third release scheduled to be released in later December 2008 has been cancelled.
The deal Marvel Entertainment signed with Hasbro afforded the former a lot of money. Marvel Entertainment was promised $205 million in license fees and service fee payments. The risk of producing the toys was no longer with Marvel Toys, but with another partner with far more experience in selling toys and a larger market share and better distribution channels. For Marvel Entertainment, it was a no brainer. It’s unclear, though if the deal provided Marvel Entertainment with more or less income than if it had to produce its own action figures.
Those who have been left behind, in the transaction, are the legion of collectors who worshipped Marvel Legends and Spider-man Classics toys. Hasbro just doesn’t have the wow factor that made a lot of grown men, me included gaga over action figures. Hasbro really seems more interested in merchandising movie-related toys such as Hulk and Iron Man, which is closer to the target market it usually serves, families.
Meanwhile, a vigorous after market exists for the Marvel Legends action figure line with collectors furiously looking for older releases in auction sites and retailers across the nation. Perhaps Marvel Entertainment will not renew the deal with Hasbro and allow Marvel Toys, a company that seems to have lost its ways, since the end of its main cash cow and the Lords of the Ring action figures. The worst that can happen at this point, is for Mattel to get the Marvel Entertainment licence!
Captain Mar-Vell
The Cosmic-born Kree warrior Captain Marvel returns to life as an action figure
Maestro Hulk
I don’t like the chunky aspect of the crazy evil Hulk that never was
M.o.d.o.k
The super fighter created by Aim and Hydra fights the Avengers with his mighty will
Captain Britain
The leader of the X-Men-related team, Excalibur gets an action figure based on an existing sculpt.
Marvel Select Doctor Octopus
Released at the same time as the second Spider-man movie, this set including Dr Octopus and Spider-man is one of the best by Marvel Select
Sentry
A visual library of the Sentry action figure
Weapon X Wolverine
A visual gallery of the Weapon X action figures, variant and regular
Thorbuster Iron Man
A visual gallery of the Thorbuster Ironman action figure
Wasp
The Wasp is a founding Avenger and one of the most underestimated Marvel heroine. Although, she is tough enough to lead the Avengers and stand next to them in their greatest adventures
Luke Cage
At first I hated the idea of a retro Luke Cage, as I was hoping for a modern version as he appears in comic books today
The Wasp Red Variant
The Wasp, traditionally, is a character fond of wearing many different costumes and hairstyles. The figure reviewed here is the style typically worn during what I call the "George Perez Years" when his artwork was a major part of the Avengers appeal
