Some of you have asked what the story is behind Big Fish Toys, the company that’s now producing the Mass Effect toys. I sent a press inquiry to them, and they sent back the following press release.
Though it was only formed in early 2011, Big Fish Toys, Inc. is comprised of an A-list of action figure and toy industry veterans, each with 20 years’ experience at several leading companies on the most popular kid-directed and collector-appeal brands.
Over the past year Big Fish has operated primarily ‘behind the scenes’ –as a business-to-business vendor serving the 3D product development and manufacturing needs for video game publishers and other intellectual property holders. The SONY release of inFAMOUS 2 contained an ultra-detailed action figure statue of Cole that was produced by Big Fish. (Extremely rare ‘Red’ and ‘Blue’ variants were also produced at the request of the game developer Sucker Punch Productions.)
When Bioware and Electronic Arts sought to bring previously-developed, yet unreleased Mass Effect action figures to market, Big Fish Toys was able to incorporate the team’s goals and craft a business agreement that allowed the project to move forward. Big Fish will handle sourcing in Asia and wholesale sales worldwide through its established manufacturing and distribution partners.
This spring’s Mass Effect action figures will mark Big Fish Toy’s first release for retail sale under its own label. The fully-articulated figures, ranging between 6 3/8” and 7 ¼”, will be intricately sculpted with collector-level paint decoration. They will be securely packaged in a clam-shell blister card. The figures will be manufactured at a vendor who has produced some of the top collector action figure lines of the last couple decades, and in fact produced the Cole piece for Big Fish. Figures should be available for sale by April 2012. As a bonus, each of the 8 figures will include a downloadable content pack for the Mass Effect 3 multi-player mode (on PC and XBox) that could include powerful new weapons and new characters. The pack could also include character boosters, weapon modifications, and weapon upgrades to make your multi-player squad stronger.