Ninja Turtles - Cowabunga!
- Thread starter Confuzor
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random image thread.
News is hitting the web that Paramount Global has opted NOT to renew Playmates Holdings longstanding license for the TMNT brand.
This IS actually quite shocking. Playmates did a LOT of work to keep TMNT viable in a number of off years, and the TMNT brand basically built the Playmates toy company. On another level though? The past 10 years has seen Paramount "spread the license" to a number of other parties (NECA, Super7, HiYa, McFarlane, Loyal Subjects, etc), to the point I'm not sure Playmates was perceived to be AS important to the brand as the brand was to Playmates. That said, few of those other partners have the proven track record for mass market, accessible retail, driven product lines that Playmates has. And I think there IS something to be said of Playmates loyalty, something few licensees really have for their products.
A supposed former contractor for Playmates posted in that Reddit thread that Paramount might be eyeing a "more significant" toy partner for the next big push with the new film that is reportedly to be made. We'll see how that goes, given recent trends. Mattel or Hasbro might not be eager to buy into another license with so much on their plates:
Hasbro has the Disney action brands plus Transformers and other legacy products, while Mattel has WWE, DC, Jurassic World, and the possibility of MOTU finally garnering some momentum on the back of the feature film.
This IS actually quite shocking. Playmates did a LOT of work to keep TMNT viable in a number of off years, and the TMNT brand basically built the Playmates toy company. On another level though? The past 10 years has seen Paramount "spread the license" to a number of other parties (NECA, Super7, HiYa, McFarlane, Loyal Subjects, etc), to the point I'm not sure Playmates was perceived to be AS important to the brand as the brand was to Playmates. That said, few of those other partners have the proven track record for mass market, accessible retail, driven product lines that Playmates has. And I think there IS something to be said of Playmates loyalty, something few licensees really have for their products.
A supposed former contractor for Playmates posted in that Reddit thread that Paramount might be eyeing a "more significant" toy partner for the next big push with the new film that is reportedly to be made. We'll see how that goes, given recent trends. Mattel or Hasbro might not be eager to buy into another license with so much on their plates:
Hasbro has the Disney action brands plus Transformers and other legacy products, while Mattel has WWE, DC, Jurassic World, and the possibility of MOTU finally garnering some momentum on the back of the feature film.
Of the companies that currently have a TMNT licence, McFarlane is the only one that has figures on the "main" toy shelves of big box retailers. And truth be told, I am a fan of McFarlane's work, and their recent TMNT offerings have been pretty good. It would make a nice "get" for them to replace the DC licence.
But I'd actually look at the other half of the soon-to-be-ended DC licence agreement to pick up the "main" TMNT licence- SpinMaster. SpinMaster all but aped the TMNT weapons rack system for their DC stuff as of late, and honestly? SpinMaster has put together pretty solid DC figures for reasonable prices. I'd like to see what they could do with the TMNT licence.
But SpinMaster is, if we're being generous, on about Playmates' level. So I don't see Viacom going with them if they want someone "bigger" then Playmates.
McFarlane is... a weird company size wise, but I don't think I'd call them "significant." Viacom might be happy with them just doing the specific IDW designs for the PagePunchers line.
Hasbro has to have the inside track here, considering how close Hasbro and Paramount have worked in the past. Hasbro getting TMNT would slot right into that relationship nicely. I know they have Tron, Marvel, and Star Wars via Disney, but I can't see them turning down TMNT if the oppertunity is there. TMNT always seems like a very viable line, and I have to imagine that it'll make up for any downside.
Same goes for Mattel but they don't have the pre-established relationship with Paramount Hasbro has.
I would think so, but the thing is that TMNT is now owned by a conglomorate. It's not Eastman and Laird anymore. And huge companies don't have loyalty to anyone but the bottom line. Disney would drop Hasbro from their properties in a second if they could find a better deal.
According to Joe Moore over on the TFW networks, Paramount has been pushing increases across all their licensees. A number of Star Trek licensees have dropped the brand, one reported a fee increase of 2000%, due to the increased license fees and supply minimums.
Another Licensee Dropping Star Trek Due To Increased Paramount Fees; Others Vow To Continue
Art print maker Retrospect Studios announces they did not renew their Star Trek license.
trekmovie.com
It might have been an issue that Playmates just couldn’t justify the costs for the brand if Paramount was pushing bigger fees or similar conditions. I would further argue that I feel Spinmaster is a more…robust…company than Playmates, and might be more able to weather Paramount’s demands. But we’ll just have to wait and see. Wouldn’t surprise me if we got an announcement at Toy Fair, but I’m kind of expecting an announcement next summer.
Depending on how management is handling this, I actually wonder how long McFarlane’s and NECA’s agreements actually run. For all we know, guys like those just lucked out in locking in a lower rate for a couple years.
Isn’t that what they used to say about Power Rangers?
It’s not that I necessarily disagree, but given news on management changes, I’m not sure I’d take that as big a given as I might have even a couple years ago. Hasbro already puts up with a LOT of crap from Disney on those licensed products, I’m not sure they’d be willing to do the same with TMNT and Paramount UNLESS they get a good deal and some sort of master license like they got with the Disney properties. Or Mattel seemingly got with DC.
I just don’t think a TMNT license makes sense for Hasbro if they have to fight for dollars against NECA and McFarlane.
Hasbro's fumbling of Power Rangers came down toIsn’t that what they used to say about Power Rangers?
Hasbro not wanting to actually produce the show. Brian Goldner was all in on Hasbro as a media company and he led the acquisition of Power Rangers. Once he died, the remaining leadership didn't really know what to do. And you saw a huge shift. Hasbro post-Goldner just didn't know what to do with Power Rangers as a media franchise.
With TMNT Paramount is handling the media creation and Hasbro would just be making the toys. Which actually seems to align VERY closely with Hasbro's current direction.
They don't need to focus on the media aspect at all.
So no, I wouldn't say this is in any way comparable to Power Rangers. Which is, incidentally, probably the highest profile brand Playmates has left.
Given how deep the licence fees for Star Wars and Marvel cut into potential earnings... you could argue that it doesn't make sense for them to hang onto those either.
But having those portfolios alone makes Hasbro a more viable company.
And as much as Paramount may want to increase their asking price... I very much doubt the TMNT licence will be as steep as the Star Wars and Marvel licences.
And frankly? Given the state of the toy industry these days? I don't think Hasbro will turn down a chance to land a consistently viable property. Especially one they don't need to produce media for.
The statement Playmates put out says that Paramount terminated talks. ofc it's possible that they did it because Playmates wouldn't meet them on price but... well... Paramount being the ones to walk away lends credence to the idea that they want a more "robust" partner.
SpinMaster's big issue is distribution. Which was one reason DC wasn't happy with their deal with them.
SpinMaster's DC stuff was pretty great for what they were providing, but their distribution reach just wasn't what you want for a brand like DC which should, ideally, be a mainstay on toy shelves.
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Hasbro post-Goldner hasn't known what to do about a lot of things.
On the one hand, end of the era stories are always sad and I do have quite the Playmates TMNT collection. On the other hand, enough other companies are making TMNT toys for various price points, TMNT fans won't exactly be going hungry any time soon.
Franchises hopping between companies, for better or worse, really seems to be a sign of the times.
EDIT:
In happier news, the first issue of Battle Nexus is out today. I can't wait to see the new Ninjara!
Franchises hopping between companies, for better or worse, really seems to be a sign of the times.
EDIT:
In happier news, the first issue of Battle Nexus is out today. I can't wait to see the new Ninjara!
I'd disagree.
Goldner had more ambition than Cocks, but that didn't always pan out. The Hub was a financial failure, Aligned as a "story first" approach to Transformers won critical acclaim but the sales and ratings were anemic compared to the budget Prime as a show had, the TF film franchise started to see diminishing returns financially with TLK, culminating in the bomb that was TFO, and the GI Joe film franchise never seemed to get off the ground. And then there was Battleship.
Cocks has scaled back Hasbro's direction but it's almost been out of necessity due to a lot of recent failures. RotB's underwhelming box office an TFO's flat out bomb are probably the one-two punch that got Cocks to cancel Hasbro's plans to invest in future films, for example. It's hard to blame him considering the money just wasn't coming in to justify the investment.
In terms of toys... between the general market for toys shrinking as kids opt for computers, tablets, and video games and tariffs hurting the market share they still do have, Cocks has been an effective leader. In an industry that seems to be struggling overall, Hasbro under Cocks has seen some financial growth and stuff like GI Joe and Transformers seems to be either holding steady year to year or even growing.
I won't say that all of his decisions have been great- he's a billion dollar corporation's CEO. There have absolutely been moves made that I don't agree with from a moral perspective, but in terms of being a shepherd for the company at a volatile time? He's handled things well. I mean I'd say Hasbro's biggest licences are Star Wars and Marvel, and they just reupped those. Playmates has had TMNT for forty years and couldn't keep it.
But to bring this back to TMNT, I'll reiterate what I said before-
Getting the TMNT licence seems like it would actually fit into Hasbro's post-Goldner's plans quite nicely. This wouldn't be Power Rangers where Hasbro owns the property and would have to finance the media- they don't do that thing anymore.
With TMNT they'd just have the toy licence while Paramount and Nickelodeon and IDW churn out movies, shows, and comics.
It is true that the TMNT licence is spread around a lot these days and maybe that wouldn't be seen as ideal by Hasbro, but I have to think the TMNT licence, even in a diminished state, is still a desirable get.
Interestingly enough on that point, SpinMaster was the distributor for Playmates' TMNT line in Canada up until a couple of years ago.
Kinda funny in a cheeky kinda way. But I can't help but note that the same observation wasn't made when Mona Lisa was introduced.
Overall, given that none of the Archie era characters really totally look like their old counterparts (except maybe Cudly), at least she hits enough points that I don't mind calling her Ninjara. At the very least, I'm more than ecstatic to see them using the name again.
Man, this Playmates thing runs a lot deeper than I realized...
Yoooo...turtles?
toyhabits.com
Due this spring, probably going to be revealed before too much longer with an April 2026 release. Coming from Playmates, these are looking to be "TMNT scale" rather than classic GI Joe 3.75" scale. I'm actually a bit surprised at the breadth of product on deck. Almost makes me wonder if Hasbro isn't eyeing licensing out the "kid" GI Joe stuff while they continue focusing on Classified.
It's like, I got complaints on some of the character interpretations (Snake Eyes should have gone to Raph, Leo should have gotten Duke, Casey Jones feels a better selection for Roadblock, Cobra Shredder is just unimpressive to me), but they also work in that weird "marketing mandated selections" that drove the old crossover TMNT stuff in the 90s. The turtle-fied vehicles are quite impressive to me, and I suspect there's a Foot/Cobra Vehicle that got cut off in one of those images. For a cross over thing, Playmates is putting a LOT into it.
GI Joe Teenage Mutant Ninja Turtles Crossover Coming April 2026 - Toy Habits
A GI Joe Teenage Mutant Ninja Turtles Crossover is in the works and is coming April 2026 to toy shelves near you!
toyhabits.com
Due this spring, probably going to be revealed before too much longer with an April 2026 release. Coming from Playmates, these are looking to be "TMNT scale" rather than classic GI Joe 3.75" scale. I'm actually a bit surprised at the breadth of product on deck. Almost makes me wonder if Hasbro isn't eyeing licensing out the "kid" GI Joe stuff while they continue focusing on Classified.
It's like, I got complaints on some of the character interpretations (Snake Eyes should have gone to Raph, Leo should have gotten Duke, Casey Jones feels a better selection for Roadblock, Cobra Shredder is just unimpressive to me), but they also work in that weird "marketing mandated selections" that drove the old crossover TMNT stuff in the 90s. The turtle-fied vehicles are quite impressive to me, and I suspect there's a Foot/Cobra Vehicle that got cut off in one of those images. For a cross over thing, Playmates is putting a LOT into it.
I think Leo makes a better Snake-Eyes.
Well, going by the comic versions. If we're talking the ARAH cartoon, then maybe.
Bebop and Rocksteady as Dreadnoks is perfect.
I love the throwback to the old Turtle Copter. Surprised they aren't just reissuing that, really.
Feels like every other TMNT crossover of "we dressed the turtles up as the IP".
That's because Party Wallop was a Hasbro project, not Playmates.
That's because Playmates is the one doing every other crossover
So, the easy way to tell WHO is doing each crossover is which franchise comes first:
Hot Wheels x Transformers is done by Mattel
Transformers x Hot Wheels is done by Hasbro
In this case, it's Playmates/TMNT being the "foundation" upon which GI Joe is being integrated. Therefore, we're seeing how a different company approaches a brand they don't normally handle.
And I'm still fairly impressed with the spread we're seeing here. Relative to what Hasbro and Mattel have done with their crossover efforts (the lack of a Foot Slime/Mutagen Pit still saddens me), Playmates is VERY aggressive with they're offering, especially with vehicles. WAY more than they probably need to, to the point some part of me is wondering if Playmates might be jockeying for another Hasbro license alongside Power Rangers, especially losing Turtles.
