There's been a huge increase in the quality of 3 3/4" Star Wars figures since I began collecting back in 1996. At that time the Power of the Force line had brought Star Wars figures back to stores after an almost decade-long absence. While incredibly well-made, these figures offered roughly the same amount of articulation as their vintage predecessors.
A 1995 Power of the Force Darth Vader - the first Star Wars action figure I ever purchased. (Images courtesy of Rebelscum.com)
It wasn't until the introduction of the Episode I: The Phantom Menace line in 1999 that things began to change, and by 2005 it was common for most figures in the Episode III: Revenge of the Sith line to come with numerous accessories and up to fifteen points of articulation (a huge increase on the five- or six-point articulation figures of earlier lines). These improvements haven't come without a cost. Back in 1996 a 3 3/4" Star Wars figure would set you back $12.99NZ. Now, a figure from the latest Star Wars line can cost up to $24.99NZ at some retailers. Inflation is a factor, but there's certainly a line past which it becomes difficult to justify such expenditure on a single action figure. In my mind, we've now reached that point.
Change is upon us friends. I can't help but... think we are witnessing the last gasps of the 3 & 3/4" SW toy as a collector targeted line. Rising manufacture costs and increasing collector apathy are drowning the US$10 super articulated SW toy. Beyond the occasional exclusive, I predict 2014 will see the 3 & 3/4" Black/Vintage style figure disappear as Hasbro positions their new 6" line as the preferred collector targeted sku... It was in everything that wasn't said at Comic con this year and I could see it in the eyes of the Hasbro team as I sat through 40 minutes of hot and heavy Angry Birds marketing during the 1 hour SW action figure panel. As evidenced by the saga legends reveals, 3 & 3/4" will remain, but it is clear that the future of this scale is a kid-focussed toy line with 5-point articulation heroes and troop builders occupying the US$6-10 price range, accompanied by various vehicles and accessories.
With a number of contacts in the industry, Strone is the man-in-the-know when it comes to matters like this. Observing the market since I've returned to the US, I have to say that all evidence points towards his predictions coming true.
Hasbro is currently continuing its series of super-articulated 3 3/4" figures with the new Black Series. In addition, the Black Series contains a series of 6" figures more directly targeted at collectors. The former currently retail for $9.99US each, the latter for $19.99US. At the other end of the price spectrum are the new Saga Legends figures. While still in the 3 3/4" line, these figures are restricted to five points of articulation, a single accessory, and less detail than their Black Series counterparts. Essentially, they're a return to the kinds of figures that were being produced in the 1990s and earlier. The trade-off is that these figures retail for only $5.99 each, so are perfect for kids simply looking for a Star Wars toy as opposed to a high-quality collectible.
Hasbro is targeting the child market with the 3 3/4" Saga Legends line and the collector market with the 6" Black Series line. Where, then, does this leave the 3 3/4" figures collectors like myself have come to know and love? Here, I side with Strone. It seems likely that Hasbro has deliberately diversified now in order to test the market before the release of Episode VII. If the 3 3/4" Black Series continues to sell well, we'll see it (or some other similar line) continue into the new trilogy. If not, it'll be quietly phased out in favour of the two new lines released this year. Unfortunately, I'm betting on the 3 3/4" Black Series line failing this test. While cost is a factor, I don't think it's enough to put collectors off just yet - particularly here in the US where figures are still priced at a very reasonable $9.99US. The death of this line will instead arise from the simple lack of variety in new figures. This isn't necessarily the fault of Hasbro (though, admittedly, Hasbro has made some terrible production and distribution decisions in the past), but rather a result of the fact that everything has already been done.
When super-articulated figures first began hitting shelves, we all went out and re-bought those characters we already had. The vast improvement in sculpts, articulation, and features was enough to justify this.Now, however, almost every conceivable character has been produced in this updated form. The vast majority of "new" figures coming out are repacks, repaints, or - at best - resculpts of characters released numerous times before. This will remain true until at least the release of Rebels in late 2014. Sadly, I'm not sure the traditional 3 3/4" line will survive to see this.
What will this mean for collectors when new Star Wars media finally hits television and theatres? For myself, the centrality of 3 3/4" figures to my collection will leave me incredibly reluctant to make the transition to the 6" scale. Given this, the only alternative will be to instead move my focus to the Saga Legends line. It's a move I may have to make, but the quality I've come to expect from current 3 3/4" figures will be sorely missed.
How do you feel about the changes to Hasbro's offering of figures? Send me your thoughts at relicsoftheforce@gmail.com, or tweet them to @Archon_Revuge!
A sample of Hasbro's current offering: a 3 3/4" Saga Legends Stormtrooper, 3 3/4" Black Series Stormtrooper, and 6" Black Series Stormtrooper. (Images courtesy of Rebelscum.com)
Hasbro is targeting the child market with the 3 3/4" Saga Legends line and the collector market with the 6" Black Series line. Where, then, does this leave the 3 3/4" figures collectors like myself have come to know and love? Here, I side with Strone. It seems likely that Hasbro has deliberately diversified now in order to test the market before the release of Episode VII. If the 3 3/4" Black Series continues to sell well, we'll see it (or some other similar line) continue into the new trilogy. If not, it'll be quietly phased out in favour of the two new lines released this year. Unfortunately, I'm betting on the 3 3/4" Black Series line failing this test. While cost is a factor, I don't think it's enough to put collectors off just yet - particularly here in the US where figures are still priced at a very reasonable $9.99US. The death of this line will instead arise from the simple lack of variety in new figures. This isn't necessarily the fault of Hasbro (though, admittedly, Hasbro has made some terrible production and distribution decisions in the past), but rather a result of the fact that everything has already been done.
A 1995 Power of the Force Luke Skywalker with his 2009 "super-articulated" Legacy Collection counterpart. (Images courtesy of Rebelscum.com)
When super-articulated figures first began hitting shelves, we all went out and re-bought those characters we already had. The vast improvement in sculpts, articulation, and features was enough to justify this.Now, however, almost every conceivable character has been produced in this updated form. The vast majority of "new" figures coming out are repacks, repaints, or - at best - resculpts of characters released numerous times before. This will remain true until at least the release of Rebels in late 2014. Sadly, I'm not sure the traditional 3 3/4" line will survive to see this.
What will this mean for collectors when new Star Wars media finally hits television and theatres? For myself, the centrality of 3 3/4" figures to my collection will leave me incredibly reluctant to make the transition to the 6" scale. Given this, the only alternative will be to instead move my focus to the Saga Legends line. It's a move I may have to make, but the quality I've come to expect from current 3 3/4" figures will be sorely missed.
How do you feel about the changes to Hasbro's offering of figures? Send me your thoughts at relicsoftheforce@gmail.com, or tweet them to @Archon_Revuge!
