Codename:Poe’s Point > Dear Mattel, please fix DCUC’s distribution…
…because I just can’t read another post about how people can’t find them.
I’ll admit it, I’ve had a relatively easy time of it with DC Universe Classics. I’ve pre-ordered every wave (except the Wal-mart exclusive Metallo wave) online, and they’ve all arrived in a timely fashion. If there have been any variants I’ve wanted and didn’t get in my cases, I’ve bought them on eBay or traded for them at reasonable prices. For the Wal-mart wave, I paid a fellow collector (at cost with shipping) to buy them all when he found them at Wal-mart and ship them to me.
I’ve gone the online route as opposed to haunting retail stores daily for a few reasons. One is that I’m impatient and impulsive, and I tend to pre-order as soon as the option is there. Another is that I hate the feeling of disappointment of driving around to retail stores and finding the pegs empty. Also, said driving around costs gas, particularly when that’s the only reason you’re going to the store. Finally, I don’t actually collect that many toy lines, so I have a bit more money to spend on DCUC than other collectors might.
Of course, online ordering isn’t an ideal option for everyone. And when collector forums have entire threads devoted exclusively to the lack of good retail distribution, you have a bigger-than-normal problem (and let’s not even get into quality control).
That said, my biggest reason for wanting the distribution improved is entirely selfish: I want collectors to stop complaining so much about it.
Visit any DCUC-related forum and you’ll find most of the discussion centered on how people can’t find the figures. Often, a thread that starts out discussing the figures will devolve into distribution complaints. More than one collector has dropped the line out of sheer frustration (though again, the QC issues often factor in too). At any given moment on Raving Toy Maniac’s Toy Buzz board there’s a 95% chance there’s at least one post by someone trying to find DCUC or complaining that they can’t.
Mattel, you’re losing money.
—-
Now, it’s important to understand part of the reason for these complaints is a combination of human nature and the rise of the Internet. When one collector in Ohio stumbles across the Metallo wave at their local Wal-mart–as it happens, the very first instance of any Wal-mart anywhere putting out those figures–and then post photos on a website, hundreds of fans from around the country visit the site and immediately start hitting their local Wallyworlds and asking employees and store managers about products that might be weeks away from shipping to their local store.
This wasn’t as much of a problem back in the 1980s, when many of us first developed our love of action figures. While my parents did have to hunt for the occasional fig (R2D2 and Ray Fillet come to mind), they certainly didn’t know whether the figure had shown up at a Child World in Alaska or Wyoming earlier in the week–though even if they did, they were probably sane enough not to immediately head to their local store in Boston.
These days, collectors not only know which toys are hitting where and when, they also know UPC and SKU numbers, case ratios, and the holiday schedule in China and how it affects toy production. All of these things, facilitated by the Internet, play into the worst obsessive impulses of collectors (myself included).
However, good people of Mattel, it’s important to note there’s a flip-side to these complaints. The reason collectors get so up in arms when they can’t find the figures is because DC Universe Classics is such a good line. From my admittedly biased perusal of collector forums, I think DCUC has usurped Marvel Legends’ status as the most popular and respected 6″ action figure line. It’s because collectors love the toys so much that they become so frustrated when they can’t find them.
To sum up, there is a degree to which the distribution problems with DCUC may appear to be worse than they are. But the distribution is still terrible.
—-
I haven’t worked in the toy industry (yet), so I don’t know much about the ins and outs of dealing with retailers. Still, I find it hard to believe Mattel doesn’t have at least some ability to improve the distribution of their product.
Look at the Wal-mart exclusive Metallo wave. Wal-mart arranged for this wave to be an exclusive to help drive collector traffic to their stores–and the figures aren’t there! Some Wal-mart employees inform collectors the figures aren’t even in the system, while others say they’re “unreplenishable” (after Mattel has told collectors the wave would ship continuously for several months). Collectors just get more and more frustrated.
And then they vent their frustration on Internet forums and I have to read it. Or rather, skim it and switch to a political blog for some comparatively tame discussion.
Now, I’m probably naive for thinking online forums–especially fan forums–can feature anything other than complaining. But I found the tone of most DCUC-related forums pleasant until about six months ago, when the Wave 2 debacle began and everything went to hell.
Mattel, if not for yourselves, do it for me. Get DCUC out there in the stores. Get DCUC2, 4, and 5 out there in the same numbers we saw for DCUC3. Get a handle on the QC. Make lots of money.
If for no other reason, do it for ol’ Poe’s sanity.
Posted: November 19, 2008 in Poe's Point
Tags: DC Universe Classics, DCUC, Mattel
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This item has 21 comments:
googum
11.19.2008 13.30
It is a problem, but it’s exacerbated by toy coverage, isn’t it? Just using DCUC as the example, between Toyfare and the online coverage, there’s pics for what, series 8 and 9 out there. Maybe it’s just me, but then I get all worked up for toys that are like a year and a half out; which makes the leap to frustration over not finding toys that are supposed to or supposedly out now more understandable. Maybe.
Rustin Parr
11.19.2008 13.36
As a poor sould with the slighest of DCUC luck I can’t agree more with needing distribution changes.
I would be surprised, actually, if Mattel is producing the effective “break even” number of figures just to limit any sort of financial liability - if 50 people want something and you only make 30, you’re garaunteed to sell-out or at least come close to, say, not having 100 random R2D2s sitting on shelves for years on end…
but at any rate I think the quote below is arguably the best summation of the current state of the industry - its no longer a hobby but a, I don’t want to say addiction but… its a compulsion:
“These days, collectors not only know which toys are hitting where and when, they also know UPC and SKU numbers, case ratios, and the holiday schedule in China and how it affects toy production. All of these things, facilitated by the Internet, play into the worst obsessive impulses of collectors (myself included).”
Poe
11.19.2008 13.42
@Googum–I kind of touch upon that in my discussion of how the Internet plays to collectors’ worst traits.
Keep in mind, at least a couple times now Mattel has been forced to release early photos of future waves due to leaks–either someone finds future figures in the Wal-mart database or a someone sneaks not-final production photos sent to potential retailers from Mattel.
Esbat
11.19.2008 14.30
Now that we’ve solved this issue… lets address my “Where is my DCUC Power Girl figure?” I like to think she is much much more important than Gentleman Ghost… whom I know nothing about.
eric
11.19.2008 15.38
Someone on Fwoosh mentioned that the Wal-mart exclusive wave will be in all the Wal-marts on Green Friday(Black Friday). What do you think of that Poe? You think that may happen?
Poe
11.19.2008 16.44
Anything’s possible, Eric. for the sake of all that is good and true, I certainly hope it does happen.
BubbaShelby
11.19.2008 18.03
Beautiful and elegantly written, Poe.
I especially like the header graphic.
googum
11.19.2008 19.29
Heh. Got Wonder Woman this afternoon at the Comic Book Shop. It’s a little more, but they do come through. So, um, I believe you were advising patience, then?
Matthew K
11.19.2008 21.03
Oh god, yes. I have the same selfish reason for wanting the distribution improved. Just preorder the damn things. Problem solved.
PrfktTear
11.19.2008 21.31
Its not exclusive to DCUC, but it is reaching pandemic proportions in for this line. Its not like people are hunting for the holy grail or a rare flower that will cure cancer… they’re toys…
I think Matthew K put it best… “preorder the damn things. Problem solved”.
@Rustin… it definitely is a compulsion, and its true… for some its beyond being merely a hobby.
Think if people cared half as much about social issues and politics as they did about collecting toys…
Then again, ask any avid sports fan the stats for a certain team or player, and he’ll be able to cite stats going back to the beginning of the team. Then again, as vapid as sports can be, at least its something a little more meaningful then a hunk of plastic sitting on your desk.
-x
Paul
11.19.2008 23.32
Same thing happened with G.I. Joe last year. You couldn’t find a single carded Joe to save your life. This year the pegs are full of figures I don’t want. Guess you can never win!
Chris
11.20.2008 0.05
Mattel will not fix distrubution. It’s just a fact. How many years have screwed up distribution/character ratios? YEARS!
To me, DCUC is a side job for them. They sell these online and hobby shops and their mattycollector site. That’s it.
It drives hype up around the group of ppl who collect DCUC. Hot Wheels and Barbie are their top sellers. DCUC can’t compare to their numbers so their milking the smaller group for all they can. They increase hype by making a toy line “controversial”…sort of like when celebrities make a sex tape or do something really crazy to get attention. It’s all psychological manipulation.
How long have ppl been complaining about distribution? Mattel will keep saying they’ll fix it but it won’t be fixed. It hasn’t been fixed for years because there is a reason for their madness.
My targets have had a gray dot on their pegs for 2 months. We actually get dcuc every 2 months!!! lol lol
It won’t happen guys. I say work around it. Order online, make deals with fellow board members, go to hobby shops and collectible stores and last but not least Ebay.
If you happen to see these at Target, TRUS, KB or Walmart…be pleasantly surprised but I wouldn’t hold my breath.
Why be made a fool of by Mattel by allowing yourself to go on a fruitless search?
I do blame Mattel for all but all the pain this line gives us is a bit our fault because we choose to be naive that we’ll find a dcuc figure. Mattel is doing this for a reason. Ofcourse they’ll say we’ll fix distribution. It just helps the cycle of false hope which equals great marketing for ppl to talk about the line more and more.
Mattel isn’t losing money…they just see this line as a side thing …a collectors line which caters to a small group compared to Barbie and Hot Wheels.
outburst
11.20.2008 6.25
So they’re supposed to force the stores to order and stock their shelves?
I don’t get why everyone points their fingers at Mattel. If a store wants it, they’ll get it. Blame the stores.
Chris
11.20.2008 12.23
Everyone points fingers at Mattel because they’re the only company to have this many distrubution problems.
Hasbro or any companies don’t get this much heat on the issue. But like I said, I don’t truley blame Mattel, because I think they purposely do this as a marketing strategy.
Tom-Tom
11.20.2008 17.51
I find it amazing that smaller companies with less money can get their product into stores without any hiccups, few QC issues, and the biggest toy company in the world can’t do those two simple things.
PrfktTear
11.20.2008 18.18
All this bitching and moaning is free publicity! And the more hysteria is created, the more they ensure they sell out. I think Rustin hit the nail on the head. If 50 people want something and you only make 30, you’re garaunteed to sell-out.
Then again, theres such an easy answer to this… ORDER ONLINE… yet some people can’t let go of the thrill of “the hunt”.
To me, there is no more “hunt”. We know about these figures MONTHS and MONTHS in advance right down to estimates of when they’re starting to ship, and then all the other stuff which Poe mentioned that they obsess about UPC/SKU numbers, Chinese holidays, etc. Take the madness out of the hobby and ORDER ONLINE.
What I do is open one at a time so I can sorta prolonge the experience of opening them. Yeah, when I got series 3 I wanted to put Grundy together immediately, but I held off and prolonged the experience. I don’t have a website to take pictures of them for or anything, so why not?!
To me, “the hunt” is when I find something that I had no idea existed and say “hey, thats pretty cool, I think I might buy it.”
Like the talking Jesus toy I found in WM the other day… its $14.99, and its gonna be MINE… great convo piece!!!
Eric
11.20.2008 21.46
Although I want these toys, I am not going to pay $15-20 a pop online for them.
To be honest, I think if these toys were as common as ML, people wouldn’t desire them as much. The constant reuse (for christ’s sake, they reuse the cape bodies for figures without capes and crudely fill in the back) and the lackluster paints (boots or pants are painted on) are starting to drag on me. I guess it’s all balanced out by the fact that it’s DC, and it’s hard to find.
Chris
11.22.2008 11.58
@ PrfktTear: I agree. Also, I saw that talking Jesus. It has articulated fingers! lol I didn’t like the talking Mary though because I thought her voice was a bit odd….sounded like a cheerleader.
Henry
12.03.2008 3.31
The main reason why people complain is not much because of the internet and the access people have of knowing that figures are available elsewhere…
The main reason is because they (the figures) are just not out there (here!). DCUC wave 1 was very accessible everywhere (mostly) and the come wave 2 (almost) then nothing! NO wave 3, 4 or 5 (no Walmart here in the Philippines).
Vince in AR
12.26.2008 2.42
I said I would give them through Christmas an d I did. Still no where to be found. If Matell can get Barbie and Hot Wheels on the shelves during Christmas, then they could have gotten this prouduct out there too. They had no problem getting out all the Dark Knight stuff. I think they were just lazy and did not want to use any of their leverage to get more shelf space at any major toy store.
The argument about ordering online has problems too. When quality sucks as much as it has with this line, who wants to order site unseen. I hate getting shipped a pile of stinking doo — and have to pay to send it back, if they can or will exchange or refund my money.
No I said Christmas and they dropped the ball big time. And honestly with how good the History of the DC Universe figures from DC Direct are looking, I will just collect those.
And it really is a shame. I was hoping that with MattyCollector that we could have something great. Buy basic figures at the store and then extra hands or unmasked heads online that could be changed out. Have the two packs online have a mystery CnC that ties into a big crossover. Or maybe even have “power up mods” that we could buy from them to use to make Hot Wheels cars into Batmobiles and stuff. Imagine a die cast — in scale — metal Batmobile that we get to make by modding it up.
However Mattel seems to be very lame, not creative, and definately lacking in vision.
So good bye Mattel — and good riddance
Poe
12.26.2008 14.38
Sorry to hear that, Vince, but to each their own. And it’s good for Mattel to hear about these problems, since it may push them to fix them (and maybe bring collectors like you back to the fold).