Rob Hull
Rob Hull Toy Fair Report: HASBRO
HASBRO is responsible for some of the most recognizable entertainment licenses today, including G.I. JOE and Transformers. They have some very exciting and unique products appearing on shelves this year, covering some of the biggest entertainment properties this year. Here is the rundown of Hasbro’s 2008 offerings from their major entertainment properties. This report will cover the following lines: Marvel, Cloverfield, Transformers, Iron Man, Incredible Hulk, Star Wars and Indiana Jones.
· MARVEL: The Marvel Comics toy license is in its second year at Hasbro and looks to still be going strong. From the Marvel Classic series, there will a series of Deluxe Legends 2 packs. 8 two-packs will be released in 2 waves of 4 packs. The two-packs featured in the series include Elektra vs. Ronan and Ultimate Captain America and Ultimate Nick Fury. There will be a variant of the Elektra figure that will mirror the current Marvel Comics “Secret Invasion” storyline, in which it has been revealed that Elektra is, in fact, a Skrull impostor.
The Spider-Man line continues as the movie figure line transitions into the new Spider-Man Classic line. In March 2008, the next major phase in Spider-Man toy promotion will begin. The Classics line will be all 6” figures, a change in scale that is sure to please fans. Some of Spider-Man’s greatest villains, including Carnage and Tarantula, will be represented. The “Heroes and Villains” Classic line theme will run concurrently with the first series of figures based on the new “Spectacular Spider-Man” animated series, set to premier on Kids WB on March 8th. Figures in the line include Peter Parker, Black Costume Spider-Man, Classic Costume Spider-Man, Dr. Octopus, Sandman and Venom. The first product from both of these new lines will be on shelves March 1st. Also being added to the Spider-Man line is an amazing new radio controlled wall-crawling figure that uses vacuum pump technology to crawl up any smooth surface.
Also coming as part of the Marvel line is a new line called Hulk Legends. These are figures meant to capitalize on the rich comic book history of the Incredible Hulk. These will be figures from different eras of Hulk comic history. The series is planned for debut in Fall 2008. The first series will consist of: Hulk: the End, Wendigo, She Hulk and Absorbing Man. The second series should be announced soon. Also returning with this line is the “Build-a-Figure” concept. The absolutely incredible build-a-figure for this line is FIN FANG FOOM! However, it will take TWO series of figures for you to collect all the parts. UNLESS….you go to San Diego Comic Con. If you go to SDCC, you will have the opportunity to purchase a limited edition box set of all 8 figures necessary to build Fin Fang Foom. Speaking of SDCC, there is a second Marvel Exclusive that will be available at the show. It is the Savage Land Box Set. It features figures of Ka-Zar, Shana and Zabu, but the real draw is that the package art, both interior and exterior, is by Superstar artist Frank Cho! This will be a 2000 piece limited edition.
Other Marvel product coming this year include 4 waves of the statue-like Marvel Unleashed line, which will feature connectable bases, and Marvel Transformers, a new line which combines two great licenses. These are Marvel characters that change into vehicles. The first two figures in this line that have been revealed are: Hulk, who turns into a tank, and Iron Man, who turns into a jet. In addition, Marvel finally enters the vinyl age with Mighty Muggs. Mrvel Mighty Muggs launch in May 2008. The 2008 line will consist of 16 figures, in 4 waves.
· CLOVERFIELD: Hasbro has partnered with Bad Robot to create a one-of-a-kind collectible based on the monster from one of the year’s hottest movies: Cloverfield. The Cloverfield Monster figure is 14” tall. It features a whopping 70 points of articulation and comes complete with two interchangeable heads, the Statue of Liberty’s head, 10 mini parasites and limited edition collector packaging. The figure is slated to ship sometime in September. The Cloverfield Monster figure is available exclusively from Hasbro Toy Shop.com and retails for $99.99. For pre-order information, visit www.hasbrotoyshop.com.
· TRANSFORMERS: It is that awkward period between movies for the Transformers line, but Hasbro has a new animated series to promote in the meantime. In addition, Hasbro has announced the much-anticipated return of the Classics line. As the gear-up begins for next year’s Transformers 2, which, we were told, the robot designs have been completed for, here is what you can expect to see on shelves this year in the Transformers Universe.
The new Transformers animated series has quickly become a top
Meanwhile, the other facets of the Transformers property will be explored in Fall 2008, as Hasbro launches the Transformers Universe line. This will encompass the continuation of the movie style line and the return of the much beloved Classics line. The Universe line is again divided along similar lines as it contains Deluxe, Voyager, Leader and Ultra classes. The Universe Deluxe class assortment will feature most of the new “classic” redesign figures. The assortment includes: Galvatron (brilliantly redesigned as a tank!), Prowl (a police car again, just like in G1!), Sunstreaker ( a yellow sports car, again just like you remember) and Tankor ( a triple-changer). Prowl and Sunstreaker are standouts in this assortment, looking almost exactly like their G1 incarnations, particularly Prowl. Galvatron, though not fully faithful to his G1 incarnation, has been brilliantly redesigned and I absolutely love the new look, which still preserves the look of the original character enough that my recognition was instant. I am really excited for this entire assortment as I am a HUGE fan of the Classics line. This assortment will carry a $9.99 price point. The Universe Voyager assortment brings two figures to shelves: one Autobot and one Decepticon. The Decepticon in the assortment is Heavy Load, a cement mixer which comes with what looks like a Constructicon-type robot. The Autobot in the assortment is the long awaited redesign of Blaster. Blaster in his redesign transforms into a jet. Blaster also comes with a bird ally robot that changes into a radio. Again with Blaster, it’s great to see an old-school favorite get an awesome redesign. This assortment will carry a $19.99 price point. The final size in the Universe Classics line is the Universe Ultra assortment. These are the largest classic figures and include lights and sound, in addition to all new molds. There are two figures in the assortment: Powerglide and Onslaught. Powerglide is an Autobot that turns into a fighter plane. Onslaught is a Decepticon who turns into a mine sweeping vehicle. The figures will carry a $39.99 price point. The Movie line continues into next year with the new “AllSpark Power” theme. This theme extends to new Deluxe class figures, such as Bumblebee, who gets a new paint scheme, and Stockade and Landmine, who are newly created movie-style characters. In addition, there are new, amazing looking, Premium versions of the Leader Class Optimus Prime and Megatron figures featuring incredible new paint decos. In addition, the Optimus Prime figure has a newly sculpted head and sword arm. As the buildup begins for the new movie next Summer, the future of Transformers looks very bright indeed. The Movie “AllSpark Power” assortment is on shelves now. The Universe Classic line will be in stores in the Fall of 2008. For more information, visit www.transformers.com.
· IRON MAN: On May 2nd, Marvel Studios’ screen adaptation of Iron Man, starring Robert Downey Jr., lands in theaters. Hasbro has committed to supporting the movie with a diverse toy line designed to appeal to a number of different play interests.
We begin with the basic figure line. This is the main 6” toy line, featuring figures of the major characters from the movie. The lineup for this assortment includes: Iron Man (Mark I), Iron Man (Mark II), Iron Man (Prototype), Iron Man (Mark III) and Titanium Man, who is not in the movie, but is in the video game. In addition, there will be a missile firing Iron Roadster vehicle. There will be additional figures in the line which will be revealed as we get closer to the movie’s release. In addition, Hasbro is producing a 12” Repulsor-Power Iron Man figure, which will be styled after the Mark III Armor and will include lights and sounds. This figure will retail for $19.99. To allow kids to step into Iron Man’s shoes, a role-play set featuring an Iron Man mask and Repulsor Gauntlet will be made available. The gauntlet will fire foam discs. The role play set will retail for $19.99. Finally, as part of the first wave of toys, a special edition Iron Man Nerf blaster, the N.R.F.425, will be released. The blaster fires 10 rapid-fire repulsor darts and comes with FLYPAPER Iron Man targets. The blaster will retail for $19.99. All of the above products comprise the first wave of toys, and will be on shelves March 23, 2008. Additional products, including a “flying” Iron Man figure, comprise wave 2, will be made available in Fall 2008. The designs and images I have seen from the movie and as I walked into the Iron Man showroom, there was a replica life-size Iron Man suit to the left of the figure displays, which only served to further show how cool the designs actually are.
· INCREDIBLE HULK: Iron Man isn’t the only Marvel Hero returning the theaters this year. Marvel Pictures is also bringing the “Jade Giant” back to movie screens with “The Incredible Hulk”, starring Edward Norton. Again, Hasbro has a multi-tiered line planned, with some very amusing products, including very different versions of two of their classic games. Pick up these products or you‘ll make Hasbro angry, and you wouldn’t like them when they’re angry.
We’ll start again with the basic figure line. The line will include different versions of the Hulk, each with unique action figures, plus the Hulk Buster Squad, which consists of human figures that are in scale with the Hulk figures, and villains from both the movie and video game. Each figure will have accessories and action features. There will be a total of 12 figures released in 2008, in addition to deluxe figures with more intricate accessories. Basic action figures will retail for $9.99.
There are a number of supplemental products being released as well. The first of these is a new spin on an old favorite. It’s the all-new Hulk Smash Hands. Like the previous version of this toy, when you smash the fists together, you get authentic Hulk sound effects. Unlike previous versions, however, these are made of cloth and not foam. The difference is immediately evident when you like at the fantastic graphical paint job. The Hulk Smash hands will retail for $19.99.
Next up is the Hulk Power Glow Mask, which will allow you to see things from the Hulk’s point of view. With the touch of a button, the eyes of the mask glow “Gamma Green.” The Hulk Power Glow Mask will retail for $14.99.
Next up is the first of the more whimsical, humorous products in the line, showing off the Hulk’s softer side. Hulkey Pokey Hulk, is a 14” tall version of the Green Goliath designed for a new generation of young fans. This special plush version dances and sings to two songs, including a special “Hulked Up” version of the Hokey Pokey. I saw this product in action and can honestly say it was one of the cutest, funniest toys I have ever seen. The best description I can give is to call it “Tickle Me Hulk.” It is a riot to see in action. Hulkey Pokey Hulk will retail for $29.99.
Finally, there two classic board games being gives a “Hulk” makeover. Operation: Hulk edition features the Hulk as the patient in need of having several unusual items removed and Don’t Wake Hulk is a themed version of the classic game “Don’t Wake Daddy.”
As with the Iron Man line, The Hulk line is divided into two waves, with the first wave hitting before the Movie’s release. Wave 1 is slated to be in stores on May 3rd. the second wave is scheduled for a Fall 2008 release. More details on that wave will be coming soon as we get closer to the movie’s release.
· STAR WARS: One of the biggest entertainment properties in the world gets a huge boost of new content this year as the biggest event in the Star Wars Universe since Episode III begins this Summer. This year will see the debut of the Clone Wars 3-D Animated series that bridges the gap between Episode II and Episode III. However, the huge news is what form the series will take. Clone Wars will debut as a full-length animated MOTION PICTURE in theaters August 15th. This movie will be followed by the premier of the Clone Wars weekly series on Cartoon Network, and, shortly thereafter, on TNT. Clone Wars will feature everyone’s favorite characters: Anankin, Obi-Wan, Yoda, Mace Windu and more. In addition, all of the prequel trilogy’s most sinister villains, Palpatine, Count Dooku and General Grievous will be represented. This series will also see the debut of a brand new Star Wars character, Anakin’s Padawan, Ahsoka, and the return of fan favorite villain, Asajj Ventriss. However, the Classic Star Wars line is not disappearing. Instead, it is being renamed the Legacy Collection and there will be new sculpts and paint decos throughout the year. In addition, there will be new comic packs, vehicles, exclusives and more. Here’s what new for this year in a galaxy far, far away.
The first new basic Star Wars figures will appear this Summer and there will be two distinct lines. The Legacy Collection, which will be the new name for the Classic line, will begin a new promotion this year called “Droid Factory.” Under the terms for this new promotion, each figure in the assortment will come with a piece of a never-before-before-produced droid that can be assembled when all the figures are collected. The type of droid depends on how many figures are in the wave. Waves with 8 figures will allow you to build an astromech droid, like R2-D2. Waves with 6 figures will allow you to build a protocol droid, like C-3PO. Wave one, launching at Wal-Mart on July 26th, will feature the theme “Episode IV Deleted Scene” and will focus on a deleted scene from Return of the Jedi, featuring the characters in desert gear on Tattooine. The assortment includes: Han Solo, Luke Skywalker, Chewbacca, An Ewok 2 pack (including the first ever baby Ewok figure), Yarna Dal Gargan, Ak Rev, Bane Malor and a brand new Darth Vader with a three piece removable helmet. These 8 figures will provide the pieces necessary to build the astromech droid R5-A2. There will be 30 figures released under the Legacy Collection banner in 2008. Also launching on July 26th will be the first wave in the new Clone Wars animated series tie-in line. The figures in this line are designed to reflect the animated style of the Clone Wars series, with the characters matching their look in the show. The Clone Wars line will also signal the return of a Star Wars staple: The mail away figure promotion. The first wave of Clone Wars figures consists of: Anakin, Captain Rex, Battle Droid, General Grievous, Obi-Wan (with Clone Trooper helmet), R2-D2 (with cool new accessories and features), a Clone Trooper (which will please army builders) and Yoda (who has one of the only dedicated action features, a firing Force blast). The mail away figure promotion is part of the Clone Wars line. If you collect four proofs of purchase from specially marked Clone Wars figures and mail them away with a nominal shipping fee, you will receive an exclusive “clean deco” Commander Rex figure. “Clean Deco”, means completely white painted, with no accent color. The figure will also come in packaging with a special fold-down diorama in the back. More details on this promotion will be coming soon. There will be at least 23 Clone Wars figures released in 2008. To make sure that consumers don’t get confused but at the same time, tie the Legacy Collection and the Clone Wars line together, packaging has been redesigned. Legacy collection figure will feature blister cards that resemble a Stormtrooper helmet and Clone Wars figure blister cards will look like Clone Trooper helmets. The new packaging looks awesome and I think it will show itself off very well on shelves. There will also be vehicles in the Clone Wars line. The vehicles announced so far include the V19 Shuttle and the Spider Droid. However, the true showstopper is the unbelievable ATTE. It is absolutely massive and features lights, sound and motorized features and is capable of deploying 20 clone troopers out of the back. It will be available at all major retail outlets for a whopping…brace yourselves….$99.99.
The comic two packs will also continue this year. There will be 15 two packs released over the course of the entire year, with the first new two packs being released in Late Spring. Two-packs unveiled at Toy Fair this year include: Princess Leia and Prince Xizor, Sniper Leia and White Darth Vader, Talon Karrde and Grand Admiral Thrawn and from the new Star Wars comic series Legacy, Cade Skywalker and Darth Talon.
The Evolution 3 packs, which began after Episode III’s release, will also see some new additions this year. Hasbro has revealed the first 3 new Evolution packs this year: Rebel Pilots, the Fett Legacy and Padme Amidala. There will be a total of 8 Evolution packs released this year, 4 in the Spring and 4 in the Fall.
In addition, Star Wars is entering the vinyl arena with Star Wars Mighty Muggs. These vinyl figures are very well done and should be instant collectibles. All of your favorite characters are represented, including a simply priceless Lando. Star Wars Mighty Muggs are available now and retail for $9.99.
There are also some new role-play elements that will be available this year. The first of these is the Clone Trooper Voice Changer Helmet. It will include signature phrases from the series as well as a voice amplifier. The Clone Trooper Helmet will be available July 26th and will retail for $29.99. The second is the new Clone Wars Ultimate Lightsaber. This re-release of this product allows you to mix and match crystals, blades and hilts to create your own custom weapon. This time though, mixing colors will make new color blades. This product will also be available on July 26th and will retail for $34.99.
There are some store exclusives coming this year that have been revealed. Target will get 2 Cinema Scene box sets on March 23rd: the Battle of Mustafar and the Speeder Bike Chase. On the same date, Target will get an exclusive new vehicle, Aayla Secura’s Starfighter. Also on March 23rd, despite the delay of the game, Hasbro is going ahead with its line to support LucasArts’ new video game The Force Unleashed. The first figures will debut at Target in battle packs. In addition, in April, Target will get an exclusive new Rancor figure, with an awesome new paint deco. On April 15th, Target will get new packs in the continuation of its Order 66 assortment. There will be new Jedi in these packs. Toys R Us will also get exclusive battle packs this year in May, in addition to their own new version of the Rancor. Wal-Mart will also get a slew of new exclusives as well. Wal-mart will be selling exclusive Force Unleashed 3-packs, much like the ones released when the DVD’s of the Trilogy came out. There will also be exclusive Droid Factory sets. There will be comic packs released in July. There will also be an exclusive vehicle: the Green Leader A-Wing.
Finally, Hasbro has announced two Star Wars exclusives for San Diego Comic Con. The first is a General Grievous Mighty Mugg. The second is a diorama that recreates the scene where Darth Vader kneels before the hologram of the Emperor onboard the Executor. The diorama will consist of a Darth Vader figure kneeling in his meditation room before a molded plastic recreation of the Emperor hologram. I am hoping to get a picture of this exclusive, since it sounds incredibly cool.
This is certainly going to be a great year for Star Wars fans. Clone Wars looks like it should re-inspire Star Wars fever all over again. And Hasbro will be right there to feed your figure appetite.
· INDIANA JONES: Last, but certainly not least form Hasbro, is their newest license, Indiana Jones. This line’s release, of course, is set to coincide with the return of Indy to theaters this Summer in Indiana Jones and the Kingdom of the Crystal Skull, due out May 22nd. The new film returns Harrison Ford to the role he made famous and introduces Shia LaBeouf as series newcomer Mutt Williams. Hasbro has stated that they view Indiana Jones as “a Lone Term Franchise” and not just a “One and Done.” The toy line encompasses a 3
” basic and deluxe figure line spanning all four of Indy’s adventures. There will also be vehicles and a playset to accompany the figures. In addition, there will be a 12” collectors figure line, a line of Mighty Muggs and a mail-in promotion. Here’s the lowdown on a line that is sure to whip fans into a frenzy.
The Basic figure line for Indiana Jones will comprise 30 figures and will span all four Indiana Jones movies. The figures will be released in waves and each wave will represent one of the four movies. The current release schedule has the first wave being the Raiders of the Lost Ark wave, followed by the Kingdom of the Crystal Skull wave, followed by the Last Crusade wave and finally the Temple of Doom wave. Which means, those of you waiting for your Sean Connery and Mola Ram figures will have to wait a bit, but, rest assured, they are coming. Each basic figure will have an accessory with it and multiple points of articulation. The first figures are due on shelf on May1st and will retail for $6.99 each.
The Deluxe figures are the same scale, but each pack will either come with two figures or one figure and an accessory designed to recreate different action scenes from the four movies. The first five Deluxe figures announced are: Indy with the Ark, Indy and his Horse, Indy with Spiked Trap, Indy with Floor Trap and German Soldier with Motorcycle. Each Deluxe figure will retail for $9.99 and they are scheduled for release on May 1st.
Similarly, the vehicles released will be those that have been featured in the movies. The vehicles will not come with figures, but may include additional accessories and will have some sort of action feature. Vehicles announced include German Officer’s Car, German Cargo Truck, and, from the new movie, Mutt’s Motorcycle and the Jungle Cutter. The vehicles should be available at the same time as the figures. No price point information has been released yet.
The Indiana Jones line will also play host to a playset which may look familiar to those of you who collected the Episode III figure line. The Lost Temple of Akator playset is a new product built from the mold of the Mustafar playset from the Episode III line. It features quicksand pits, falling boulders and an obelisk puzzle. The playset will come with two figures, Indiana Jones and an Ugha Warrior. Due to the fact that the playset contains potential spoilers for the film, it will not release until Fall of 2008. The playset will retail for $39.99.
There are two role-play items announced for the Indiana Jones line. The first is, as you may expect, a version of Indy’s whip. The Indian Jones Sound FX Whip is made of soft material to reduce the risk of injury and includes two different sound effects: the signature whip “crack” and the iconic “Raiders of the Lost Ark” theme music. The second is Mutt Williams’ Sound FX Sword, which is a replica of the sword carried by Shia LaBeouf’s character in Kindgom of the Crystal Skull. In comes with a two foot plastic blade and includes two plastic versions of Mutt’s signature switchblade, one hidden in the handle and one projectile. It will also have sword “clash” sound effects. The whip will be available on May 1st and will retail for $19.99 Mutt’s sword will not be available until Fall 2008 and will also retail for $19.99
Indy will cross into the vinyl realm as well. The Indiana Jones Mighty Muggs will be vinyl representations of your favorite characters. The designs look great and, yes, there is a Mola Ram! The only 3 Mighty Muggs announced so far are: Indiana Jones, the Cairo Swordsman and the aforementioned Mola Ram. There is no release information or price point yet. I will update that information as soon as it becomes available.
Mr. Potato Head gets into the Indiana Jones spirit as well, adopting the signature whip and fedora for a product called Taters of the Lost Ark. This looks every bit as cool and funny as the Transformers and Star Wars versions that have come before. It comes with a total of 12 accessories and plays the “Raiders March” when you press down on its head. Taters of the Lost Ark will be available on May 1st and will retail for $14.99.
The mail-away figure promotion returns at Hasbro this year, and Indy will get into the act. There will be one exclusive mail away figure for both main figure lines available through a promotion Hasbro is calling “Ticket to Adventure.” 4 proofs of purchase from the 3” line will get you an exclusive figure that cannot be revealed yet, as it constitutes a spoiler for the film. However, 4 proofs from the 12” line will get you an exclusive I can talk about. You will receive a very cool 12” Ark of the Covenant. It will be movie authentic, with a sand-like substance inside.
Finally, Hasbro has announced an Indian Jones exclusive for San Diego Comic Con. There will be an exclusive Mighty Mugg of the Fertility Idol from Raiders of the Lost Ark.
Indiana Jones looks poised to dominate the box office this year and Hasbro is ready to insure that dominance extends to toy shelves at well.
That does it for Hasbro. Start saving your money now, because the next few months are going to bring a flurry of new must-have toys for your favorite properties. I would like to thank Joe Moscone at Hasbro for his assistance.
For more information on all of Hasbro’s products, visit www.hasbro.com.
