MB-RA-7 (Build A Droid) - Hasbro - The Legacy Collection (2008)
Star Wars Collectible News, Photos, and Reviews

The Hasbro Selfie Series Is Dead

JTA regular Oofa informed me that Hasbro seems to have pulled all the Selfie Series pages from Hasbro Pulse, both in Europe and in the US. When you go to Hasbro Pulse all you can find is a barebones FAQ and one of the questions is “Can I Order Hasbro Selfie Series?” and a tight lipped reply that merely states that Hasbro is no longer accepting new orders.

This is yet another major embarrassment for Hasbro, since they had only introduced the Selfie Series 2.0 recently and talked about it at length at one of the recent livestreams where they highlighted all the improvements and new options you have. But it seems not enough people were willing to pay the price or wanted a vanity figure of themselves. This is yet more bad news for Hasbro who have generated almost nothing but bad press in the past 12 months with revenue nosediving, their stock price in free fall – it is currently at $41.11, which is the lowest it’s been in the past decade – Star Wars and Marvel toy sales circling the drain and a controversy about Dungeons & Dragons when Hasbro tried to monetize the license (basically the ruleset) that created a massive fan backlash and resulted in a PR disaster for the company and hilarious backpedaling shortly thereafter. Add the, never officially acknowledged, not even once, massive failure that were the pfp boxes for their action figure lines and the hasty return to traditional boxes with plastic windows and trays.

And now the Selfie Series is dead. Before that Hasbro’s “Starting Lineup” figures failed. But it’s not over yet, a terrible Q4/2023 is still upcoming, Hasbro already issued a warning with their last earnings call. One wonders how long Chris Cocks can remain as CEO of the Pewtucket toy company. His “operational excellence” is maybe not as excellent as he thinks it is.

Did you ever order a Selfie figure for yourself? Do you know anyone who did?

Thanks again to Oofa for the heads-up!

Another one bites the dust – Hasbro Pulse website screenshot

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