Beyond The World's Finest
By Hervé St-Louis
February 12, 2007 - 21:01
Several other vendors occupy the collectible action figure niche market. One of the assets of DC Direct was that it owned its own licenses and had access to some of the most popular fictional characters. Much of its audience was captive as the many characters it produced were through market forces, exclusive to the unit. However, selling Warcraft and Afro Samurai action figures is a different matter.
Historically, Time Warner tried to develop a strong merchandising unit in the form of the Warner stores but this division was closed many years ago for lack of a performance. Although DC Direct has had a better record, and fewer expenses to worry about, it is still not one of the top performers in its market. It remains to be seen whether DC Unlimited can mass produces something that it doesn’t own successfully.
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