I hope they let him work on something interesting. We lost out on so much.
Hasbr-uh-oh - Business and Tariffs Discussion
- Thread starter Thylacine 2000
- Start date
Odd that he's posting about it now, when he was there with them at Toy Fair like a month and a half ago.
I mean, good on him! But still.
I mean, good on him! But still.
EE's prices went up..
$26.99 for a Deluxe (8% increase)
$37.99 for a Voyager (8.57% increase)
$59.99 for a Leader (9.1% increase)
$97.99 for a Commander (8.89% increase)
$163.99 for Star Convoy (9.33% increase)
$218.99 for Other Titans (9.5% increase)
$26.99 for a Deluxe (8% increase)
$37.99 for a Voyager (8.57% increase)
$59.99 for a Leader (9.1% increase)
$97.99 for a Commander (8.89% increase)
$163.99 for Star Convoy (9.33% increase)
$218.99 for Other Titans (9.5% increase)
IIRC, he was just a consultant/extra hand with TLS at Toy Fair. Presumably, he's announcing his formal employment by TLS. Also, that sort of stuff is maybe better suited to the MASK and other Hasbro Revival thread we have over in General:
The Loyal Subjects to relaunch MASK, and other Legacy Hasbro Brands
Reported by The Toybook, The Loyal Subjects (TLS) has secured a major licensing deal with Hasbro for a number of legacy properties: Jem and the Holograms, My Buddy, Popples, My Pet Monster, ROM the Space Knight and MASK. TLS has had notable success in relaunching Strawberry Shortcake and...
www.allspark.com
I saw the other day that the newest wave of GI Joe Classified figures went from $24.99 all the way up to $31.99 (a whopping 22% increase). Likely a result of more recent GI Joe figures being sources from China, where as Transformers are sourced from Vietnam.
re: Prices, WOW...I stupidly did not expect it to apply to existing product solicitations, I think I mentally glitched and just assumed that they were already set up, I'd completely blanked on the sheer amount of lead-time needed. They're still in production...
I guess this is why BBTS started making a vague 'tariff surcharge' since no one knows exactly what is going on, this appears to be 'best guessing' the situation. Saw this on toynewsi, re: Exo-6, who apparently do a lot of high-end Star Trek figures, posted:
"Effective May 2, 2025, the U.S. will enforce a new tax rule for packages from China or Hong Kong, charging 120% of the declared value or $100 (whichever is higher), increasing to $200 on June 1. While SFExpress and ChinaPost believe fees will apply after delivery, implementation details remain uncertain. EXO-6 has suspended shipments to U.S. addresses as of April 20 and will not resume until courier companies and U.S. Customs clarify procedures, ensuring it is reasonable to proceed."
Given that Bandai has also decided to cease shipping once they get the stuff on the water now delivered, for the small niche fandom of TF and GI Joe, I think we're doing WELL, in a weird way...
I guess this is why BBTS started making a vague 'tariff surcharge' since no one knows exactly what is going on, this appears to be 'best guessing' the situation. Saw this on toynewsi, re: Exo-6, who apparently do a lot of high-end Star Trek figures, posted:
"Effective May 2, 2025, the U.S. will enforce a new tax rule for packages from China or Hong Kong, charging 120% of the declared value or $100 (whichever is higher), increasing to $200 on June 1. While SFExpress and ChinaPost believe fees will apply after delivery, implementation details remain uncertain. EXO-6 has suspended shipments to U.S. addresses as of April 20 and will not resume until courier companies and U.S. Customs clarify procedures, ensuring it is reasonable to proceed."
Given that Bandai has also decided to cease shipping once they get the stuff on the water now delivered, for the small niche fandom of TF and GI Joe, I think we're doing WELL, in a weird way...
It won't affect Hasbro directly, since business-to-business is still happening, but DHL is pausing any big US packages now: https://www.bbc.com/news/articles/c1jx9ep5l63o
It's a LONG view, but Gamers Nexus posted a hefty 3 hour video detailing the impact of tariffs on personal computers on multiple levels. While not DIRECTLY connected to Hasbro, for us casual people, it DOES give a fantastic perspective on the actual complexities of how this stuff is made. Much of the mechanics are applicable to toys in a round about way. Among the topics covered include business structures (especially those based around imported components) as well as the logistical issues in "just making it in the USA".
How about good news? Well, good depending on how you've viewed Hasbro's handling of Marvel and Star Wars toys 
www.toyark.com
Press Release – Hasbro Extends License for Star Wars and Marvel
In a new press release, Hasbro and Disney Consumer Products have announced a multi-year extension for both Marvel and Star Wars. This will see continuation of their action figure lines, such as Marvel Legends, Star Wars The Black Series, Star Wars Vintage Collection, and more. Also included are...
www.toyark.com
Interesting, I thought sales on both of those were down; though I guess they probably make enough money still that Hasbro would be negatively affected if they lost the license.
Though maybe they'd give D&D and Power Ranger toys another shot in that case.
Though maybe they'd give D&D and Power Ranger toys another shot in that case.
I assume it's more pride than anything else. Star Wars and Marvel have been an absolute boat anchor in recent years, but at this point they're more associated with Hasbro than a lot of their in-house brands are. Giving them up would be humiliating.
If anybody is apt to get a decent push without Disney’s stuff, I would think GI Joe since it already has a well established collector segment. I would LOVE to see what Hasbro might do with a Epic World of Action GI Joe line.
Could be several issues in why the license was renewed. For all we know, Disney acquiesced to both segments’ (ESPECIALLY Star Wars) lesser performance the past couple of years and Hasbro got some of the license costs reduced. If the brands WERE sufficient anchors, I don’t think Hasbro would be that fussy about dropping either.
On Disney’s end, they might be sticking with Hasbro due to current geo-political uncertainties and would rather deal with Hasbro than try to go it with someone else with an unproven track record with its brands. Mattel is regaining the DC license next year after nearly 5 years with Spin Master. Reportedly, Spin Master had issues with international distribution, so Warner might have gone back to Mattel because Mattel has proven capable of supporting international markets. For all its issues, Hasbro DOES generally do a competent job of international distribution.
For Hasbro, both brands still have significant value, especially given the film slate. Marvel has Fantastic Four, two Avengers films and a Spider-Man film confirmed, plus series and comics. Even at its weakest, Marvel has stayed a pretty reliable performer. The big question is if Hasbro got any new leeway with Star Wars:
Star Wars is has been the BIGGEST underperformer between the two. The new series have failed to garner much long lasting interest and even the Mandalorian has started to lose its luster after Hasbro’s inability to capitalize on the series’ success and pop culture impact. However, Disney has a confirmed Mando film and a new film that seems to be on solid ground to see release (plus additional projects). Maybe more importantly, it feels like there HAS been some “backing the hug off” from Lucasfilm when it comes to the merchandise. Epic World of Action‘s mechs are something I don’t think we’d EVER see in prior years, and even Black series is starting to dig into Expanded Universe and niche expressions I’m not sure prior management would have supported. Again, it feels like there’s been some level of “taking off the reins” from what Disney is letting Hasbro do in its product stack, ESPECIALLY in the kids segment.
Whatever gets us back to 4 inch, I'll at least hear out. I love that Classified has Joe fans eating REAL good, but the only 4 inch stuff being classic o-rings from Super 7 (the new non-o-ring Retro sculpts from Hasbro were nice but those didn't last at all) has been kind of a bummer. And the Epic stuff for Marvel looks nice enough (and they seem to be having some fun with it too).
I think Marvel has been doing okay, but it could benefit from more media support than movies. Although the sizeable back catalog of animated stuff is on YouTube, which helps. If anything, Hasbro could probably stand to streamline how much stuff they're offering. There's been so much product (in TFs as well tbh), and with production costs rising, that should be the first place they look to calm down a bit.
Star Wars as well, to a lesser extent, although tbh at this point the (older) fandom itself needs a reboot as much as the property does.
I think by “streamline” you’re maybe referring to reducing the VOLUME of product under Legends, right?
I feel that’s a catch 22: Yes, production costs are rising, but the collector base is probably the more reliable purchasers of Hasbro’s entire demographic range. And since I still maintain that collector/fan channel products like Legends operate at higher margins, Hasbro would stand to make more per item under THAT segment than under the kids stuff. Why cut back on the segment that you can reliably sell AND makes you more money per item?
In terms of Marvel, Hasbro’s got things pretty “streamlined”: Legends for collectors, Epic World and MixMashers for kids across multiple age groups (plus the Preskool segment with Spidey and soon Iron Man).
Star Wars is the one that probably needs an overhaul (both the product stack AND its fan base…). The sad reality is that, for most consumers and retailers…Star Wars is Star Wars. Despite all the attempts to approach the brand in different ways, a majority have a relatively narrow view of the brand, and that’s reflected in how much merchandising support the brand receives. The market isn’t there to support the amount of Star Wars Disney was putting out. I will be interested to see how things go next year with Mando and Grogu being the primary brand focus.
I feel that’s a catch 22: Yes, production costs are rising, but the collector base is probably the more reliable purchasers of Hasbro’s entire demographic range. And since I still maintain that collector/fan channel products like Legends operate at higher margins, Hasbro would stand to make more per item under THAT segment than under the kids stuff. Why cut back on the segment that you can reliably sell AND makes you more money per item?
In terms of Marvel, Hasbro’s got things pretty “streamlined”: Legends for collectors, Epic World and MixMashers for kids across multiple age groups (plus the Preskool segment with Spidey and soon Iron Man).
Star Wars is the one that probably needs an overhaul (both the product stack AND its fan base…). The sad reality is that, for most consumers and retailers…Star Wars is Star Wars. Despite all the attempts to approach the brand in different ways, a majority have a relatively narrow view of the brand, and that’s reflected in how much merchandising support the brand receives. The market isn’t there to support the amount of Star Wars Disney was putting out. I will be interested to see how things go next year with Mando and Grogu being the primary brand focus.
Volume, yes. But I do see your point in leveraging what works and works consistently. Maybe there's a middle ground they can find that'll be reasonable.
Star Wars... It's kind of like GI Joe in that it's stuck in a certain framing, but worse off because GI Joe didn't spend the last ten years or so continuing to try it in media with some big hits and enduring misses. GI Joe is doing fairly well as an in-house brand with a loyal following that's getting a lot of good product now that they've set aside the pressure to be more than that. Because it's stayed comparatively small, it's been able to be comparatively comfortable.
Star Wars doesn't quite have that luxury, as it has to be this big evergreen brand somehow despite being shackled to a decades-old narrative with fans that are prime targets for outrage merchants. That's just straight up poison. How do you grow a new brand segment having that regressive nonense hanging over the brand's head?
Star Wars... It's kind of like GI Joe in that it's stuck in a certain framing, but worse off because GI Joe didn't spend the last ten years or so continuing to try it in media with some big hits and enduring misses. GI Joe is doing fairly well as an in-house brand with a loyal following that's getting a lot of good product now that they've set aside the pressure to be more than that. Because it's stayed comparatively small, it's been able to be comparatively comfortable.
Star Wars doesn't quite have that luxury, as it has to be this big evergreen brand somehow despite being shackled to a decades-old narrative with fans that are prime targets for outrage merchants. That's just straight up poison. How do you grow a new brand segment having that regressive nonense hanging over the brand's head?
GI Joe also has the drawback of being built heavily on American symbolism and jingoism, which is a......divisive subject right now, to say the least.
That's true, and always the case with GI Joe. But that's part of what I'm saying -- because they've kind of stopped trying to put it on a bigger stage than it can handle right now, they can just make a comparatively little fan-focused line whose only job is to play to that crowd and rehash the hits.
Unless it gets a reinvention that pares back those jingoistic aspects and the military aesthetic that hasn't really driven a toyline in years, it'll only really thrive on that level, but it can run until the wheels fall off. And I'd wager a fair chunk of that fandom is totally fine with that, for a number of reasons.
Star Wars on the other hand has to carry its brand history and reputation of being this iconic cultural touchpoint and science fiction property, on a level GI Joe never really was. It doesn't seem to have the option of laying low and maybe reinventing.
Unless it gets a reinvention that pares back those jingoistic aspects and the military aesthetic that hasn't really driven a toyline in years, it'll only really thrive on that level, but it can run until the wheels fall off. And I'd wager a fair chunk of that fandom is totally fine with that, for a number of reasons.
Star Wars on the other hand has to carry its brand history and reputation of being this iconic cultural touchpoint and science fiction property, on a level GI Joe never really was. It doesn't seem to have the option of laying low and maybe reinventing.
I think it's as simple as both companies being unable to move on.
For all the talk about Hasbro's financial woes, Hasbro is probably the American toy company in the best overall position.
Mattel hit a rough skid five years ago and is just starting to recover.
McFarlane likely doesn't have the finances to be profitable at the asking prices for these licenses, and they only do collector-oriented stuff. I doubt Disney wants to abandon the kid market.
Spinmaster and PlayMates don't have the finances to even approach profitability either given how much it would cost them for the licences.
So if you're Disney... you can't move on from Hasbro. They're the only ones in any position to pay your asking prices and get anywhere close to making it work. Sure you could go to McFarlane, Spinmaster, PlayMates, or Mattel but you're going to have to lower your asking price. Why do that if Hasbro will pay what you're asking?
Which brings us to Hasbro.
Yeah. Hasbro can't let them go as much as Disney can't move on. Not only are they brands associated with Hasbro, but they're considered eternally valuable.
Marvel and Star Wars are pop culture giants. And even if they're not making a profit off of them now, the idea is that all it takes is another hot streak of movies and it'll pay for itself all over again. That potential and Hasbro unwilling to have the egg on their face that would come from losing them, keeps them in the game.
Disney won't lower the licence prices which means Hasbro is realistically the only option and Hasbro won't let the licences go because of future potential and the embarrassment losing them would entail.
So they're kinda stuck in a not entirely happy status quo, just one with no clear alternatives.
Which is why the Transformers movie happened in 2007. Hasbro's first idea for a movie in the early 2000s was GI Joe but the Iraq War made that a hard sell. So they pivoted to Transformers.
Which may explain why they've tried so hard to use Transformers' popularity to jumpstart GI Joe- it's the one they really wanted to be a success this whole time.
I had mostly the same thoughts in that Hasbro and Disney were probably the best match under the current circumstances, but... In a more positive light that didn't involve notions of "embarrassment" and "inability to move on".
But then I'm not particularly knowledgeable about the retail ups and downs of these over the last few years other than what little I come across here. Although I wouldn't say things are particularly rosy right now either.