Mattel update

Mattel’s “ToyGuru” has posted an update regarding the DCUC and JLU lines. Here are the passages I found interesting:

First off, there has been some concern about the variants for Wave 1. In our efforts to get WAVE 2 out as quickly as possible we had to break a few eggs. One of those wound up being the WAVE 1 variants.

Take note, those of you participating in my contest–they’re trying to get wave two out as soon as possible. So far, only one person has chosen a February date.

The first half of the WAVE 2 production will be Ronnie, the second half will be Jason. Superman Red/Blue will continue to ship 50/50 throughout the run, and the Aquaman variant will continue to be a chase figure.

WAVE 3 is not changing and will still contain chase versions of Sinestro in his corps uniform and Deathstroke revealed to be Slade Wilson. (about time we stick to our original plan!)

This seems to be pretty good news all around, though I do hope the chase figures aren’t too hard to find (particularly now that I’m starting to like the Sinestro variant).

On a related note, I want to point out this post by Jason “ToyOtter” Geyer. Here’s the key paragraph:

Talking to the fans doesn’t increase sales (the fan will buy the product regardless), and many times doesn’t even give accurate feedback because the fan’s passion skews the impression too far in one direction. Cost wise, the interaction and time spent is much more valuable by reaching out to those that aren’t already seeking the information. Which means ads & exclusives in Toyfare. And ads in comic books. And flyers in comic shops. And promotions in toy stores. But not interaction online. The execs probably get this, and is one reason this type of thing is frowned upon. And a huge reason the ToyGurus and Jesse Falcons of the world should be even more appreciated than they are.

This is obviously just a dose of good old-fashioned common sense, but it’s one most fan communities should probably take two of every morning. It’s important to keep the fans happy and build positive buzz, but pandering to fans quickly creates a sense of entitlement that will invariably backfire. More than once, I’ve seen a toy representative go from being a hero to the collector community for their communication to being loathed for this or that decision by the company. As Geyer writes, “feeding this hunger is a thankless job.”