JTA Special Report: Why The Phantom Menace Wave Ruined TVC

Jedi Temple Archives is proud to host the guest commentary of Nick May, owner of SongofSalmon.com. He's a zealous writer who is passionate about Star Wars collecting as any of us. Nick offers his opinion on why The Phantom Menace wave has doomed The Vintage Collection and why it may be the sole reason why all of the other waves are suffering. Will you agree? Will you think he's off base? We think it's brilliant from many perspectives, but be sure to give your two cents in our comments! Click through to read his thoughts....

Why The Phantom Menace Wave Ruined TVC

It’s no secret amongst current collectors of the Star Wars Figureverse that fans of Hasbro’s Vintage Line are experiencing quite an unsettling bit of circumstances as of late. Since 2010, the company has shelled out wave after wave of some of the most popular and well-sculpted three and three quarter inch figures from the Star Wars saga that collectors have ever seen. The figures of The Vintage Collection, which are featured on stunningly retro card backs to match their ’70s and ’80s counterparts, are some of the most detailed and sought after items in years. Many of the first waves featured characters from the legacy films and have received quite a loving reception. Others, not so much. Which brings me to the sprawling foothills of the theory and argument I wish to postulate in this short rant on the plight of collectors and the tragic current state of the Star Wars The Vintage Collection.

Jump back to the Fall of 2011. Wave 15 had been delayed to 2012, and one particular group of figures was slated to be released in the first quarter of the new year: twelve sculpts from The Phantom Menace (Episode I) film. That’s right, you heard correctly: twelve! While Hasbro has been known to release various other waves in similar fashion, many questioned whether or not the company would indeed be successful in wrangling up twelve characters worth depicting from a single film. Despite their doubt, many collectors remained optimistic about seeing the return of several figures who had still yet to receive the attention they deserved (maybe “deserved” is the wrong word). The consensus was that the wave would move on and off shelves with relative speed, the way all others had, making quick room for new toys.

In a discussion I had recently with a seasoned collector and dealer who has spent a great many years competing with the likes of larger retailers, I was reminded that most retail chains that carry these figures we’ve all become so fond of refuse to reorder stock until older goods are purchased and cycled through. Because of this, it goes without saying that many institutions like Walmart and Target would be incredibly unlikely to order newer waves of figures while previous waves remain on shelves (even if creators like Hasbro do have them readily available for order).

While currently, Hasbro is coming under a great deal of fire about stalled (or slowed) plans to produce post-Grand Moff waves of figures, it could be in an effort to regroup after the infinitely over-confident and horribly received wave of The Phantom Menace line. Perhaps they’re regrouping to analyze their strategy and discern what went wrong with the family of figures (4 of which were never-before-seen “character debut” nobodies from various unmemorable scenes).

Let’s get right down to it. It’s been long agreed upon by Star War vets and newer/younger fans alike that the new trilogy was and is a heartbreaking failure in all respects. If the prequel trilogy is the Mount Everest of letdowns, Episode I is most certainly the suffocating and torturous peak, but we won’t get into that. It’s an argument that wins itself. I will, however, assert that the utter disdain for the film and many of its characters presents the most logical explanation for why many collectors seemed to order their cases or pick up their 3 or 4 favorites from the wave and call it a day, thus leaving in their wake an overly produced surplus of figures sitting lonesomely on store shelves all over the world, waiting for other, more well-embraced characters to come along and flush them away and into the sale bins.

Case in Point: Hasbro releases one of their biggest waves ever, reflecting the likenesses of characters from the most hated film of the Star Wars franchise. The units from which, create a blood clot in the arterial lining of store shelves everywhere. Did I miss anything? Is this a shock to anyone?

Let’s be honest, even today, if I found several of the figures from the wave that I refused to litter my displays with, and they were selling at 2 for $5, I still would refuse to buy them. Figures like Quinlan Vos, Daultay Dofine and Ratts Tyerell and his pit droid, who are, in part, responsible for this wave’s colossal bombing, seem to be the only sculpts you will find these days when hopeful patrons of the collection sift longingly through endless reams of Phantom Menace faces only to be disappointed time and time again. It is my hypothesis that Hasbro is certain, at this point, of the wave’s unpopularity amongst not just collectors, but toy buyers in general. I also believe they’ve even come to admit to themselves that they made too many. The one thing that I don’t believe has crossed their minds is the fact that the wave was an insult long before it plagued store racks everywhere like a Nazi occupation (or ironically enough, like a Trade Federation blockade). Perhaps the reason they dared even package these shams on the same cards as their much-loved descendent ancestors was in an attempt to further illustrate the pain and suffering of the Naboo. Or maybe Hasbro forgot to do research and remind themselves that they made a collection for collectors. Collectors who aren’t exactly a young group of new trilogy fans.

The simple truth is that Hasbro missed the boat on their opportunity to quietly present an homage to the film by releasing a quick wave of 4 or 5 of its best known (and recurring) figures from the Star Wars canon and then move on. It seems now we find ourselves in a dark time created in haste. Should Hasbro find a way to filter its stock fully through the channels of distribution and into the hands of Lucasphiles or ignorant children, maybe then we will see a resurgence of TVC’s former glory. Until then, here’s to hoping for the haul.

Nick May
SongofSalmon.com

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