Once upon a time, not too long ago, the mainstream superhero action figure market was ruled by Toybiz’ Marvel Legends action figures. Yes, Batman toys sold well but were primarily marketed towards children. Since Toybiz has relinquished their rights to make Marvel action figures to Hasbro in January 2007, things have certainly changed in the action figure isles.
Hulk movie action figure from Hasbro
Hasbro had some trouble getting into the flow of things with Marvel Legends and other Marvel movie properties with quality control and overall sculpting and paint applications but they are slowly finding their groove. Hasbro Toys have started a strong campaign of Marvel toys starting with both the Iron-Man and Incredible Hulk movie action figures which have recently hit the toy shelves and have proven to be a vast improvement both in quality and sculpting from Hasbro toys’ early attempts at Marvel movie action figures most notably, Spider-Man 3. Many fans were disappointed especially with the scale change to five inches making them non-compatible with the Marvel Legends series. It appears Hasbro Toys is learning a great deal just from the fans alone.
ML 2 pack assortment
It would seem the catalog of Marvel comic book superheroes would have been exhausted by now but Hasbro is certainly looking towards the future of the potential growth of the Marvel property with such classic characters as Punisher, Black Bolt, Nova, Daredevil, Tigra and Beast. However, be forewarned, these all are Wal-Mart exclusives but it’s not that there are any shortages of Wal-mart stores in the US. Hasbro Toys also has several two packs planned featuring such characters as, the Ultimate Captain America with Nick Fury and the 1990’s style Forge with Wolverine. The two packs and the Fin Fang Foom “Build a Figure” Wave (which will feature a red Hulk action figure!) will be released to mass retailers.
ML 2 pack assortment
Hasbro is also utilizing the full potential of the popular Marvel Universe of characters with Hasbro Toys adorable Mighty Muggs series. If you haven’t seen these yet, they are irresistible!
Marvel Mighty Muggs4 Iron Man large movie toy
It’s great that Hasbro seems to be getting their footing on the Marvel lines. However, during their first year or two of faltering, they opened the doors for other superhero action figures to enter the battlefield for the collector’s dollar. The now defunct Marvel Toys made some great action figures based on some of comic books greatest independent characters with their “Legendary Comic Book Superheroes” action figures. Unfortunately, the series only lasted two waves. This perhaps opened yet another door, this time for Shocker Toys to step in where Marvel Toys left off with their exciting line, “Indie Spotlight”. The first series features popular Independent comic book characters such as Scud, Shadowhawk, Kabuki and a Maxx “Build-A-Figure” but it’s the second series that has me excited. Recently, Shocker Toys revealed early prototypes of a classic Dick Tracy & the Tick action figure! I have yet to get my hands on Shocker Toys Indie Spotlight action figures but they certainly have some big shoes to fill as Marvel Toys’ Legendary Comic Book Superheroes were as good as any Marvel Legend action figure was when Toybiz were producing them.
Shocker Indie Spotlight Tick prototype pic
DC Comics and Mattel Toys are also busy expanding their action figure presence with the DC Universe and staying very conscious of the collector’s impact on their sales. Thus far, every action figure has been nothing short of spectacular!
1 ML 2-pack Cap America and Nick Fury
Without Marvel Legends many of these action figure lines would not exist the same way they currently do. The level of articulation and the “Build-A-Figure” concept was all established by Toybiz’ Marvel Legends. The question remains as to whether Hasbro can keep the line going strong or will collectors loose interest and flock to the competition?
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