Young Justice figures are now trickling into retail stores. Despite the fact I told myself I would not jump on the “Matty” bashing wagon too early with this new blog, I feel now is the opportune time to say a few words on the subject.

Mattel’s Boys’ Division is a lot of things. Intuitive is not one of them. In recent years, they’ve made many missteps regarding the DC license (for which they pay an exorbitant fee, I’m sure). The company has much to answer for. The Young Justice line should have been a perfect opportunity to redefine themselves, both in the eyes of consumers, and as worthy competitors of Hasbro. I fear Mattel has missed both marks.

The line currently offered consists of two scales: 6” figures, using some DCUC parts, and a 4.25”(ish)-scale. Reviews abound on-line, so I won’t go into figure-specific details. Micheal Crawford has posted one of his usually thorough reviews with excellent photos.

I’ve seen the first waves of both scales, and purchased Icicle, Jr. The more I think about these, the more I see Mattel’s failure to understand its consumers and market.

Let’s start with the most obvious: when it comes to value, the Young Justice offerings pale in comparison to the Marvel figures hanging from the next peg. Even the most rudimentary comparison by a mother in a hurry to get the shopping done will reveal Hasbro’s Marvel figures are brimming with quality. The Marvel Universe figures feature many unique pieces per characters, the paint applications are decent, and the articulation at the smaller scale is outstanding. By comparison, the Young Justice figures overuse common parts, are splattered with paint, and have the articulation of a fast food premium. By the time the mother in question sees the price, the contest is over. The smaller Young Justice figures are a steep $10. While the Marvel Universe figures aren’t too far removed from that price, the boosted quality justifies the higher cost.

The 6”-figures that come with a bunch of accessories (that will likely be lost by kids) are an even steeper $20. That’s $5 more than the DCUC figure hanging a few inches away. (At the moment. DCUC prices rise almost weekly.) Accessories should add to the value, Mattel, not to the cost. That’s a lesson you have yet to learn.

What’s that? The price is set by the retailer? Petroleum has shot up, so plastic is more expensive? The economy is in the tank so costs have to be cut? And Mattel has to pay a licensing fee? All true. And yet, look how much more Hasbro can do with those dollars in the exact same situation. Either Hasbro is far more efficient at design and manufacturing, or Mattel’s corporate suits are getting far too greedy. Most likely both. (And Hasbro is paying a hefty price to Disney for the opportunity to make Marvel toys, just as Mattel pays through the nose for a DC license to Warner Brothers.)

This 2-year-old Iron Man wins the value contest, hands down.

So Mattel fails in the quality and value department. Let’s see how well they researched their market.

First, I readily admit that the cards are stacked against Mattel in terms of timing and awareness. The Young Justice figures represent a show that Cartoon Network (Warner Brothers) has seen fit to limit to nine episodes across almost nine months, repeated ad nausea. I’m no expert, but in this day and age of instant entertainment, I suspect CN lost a lot of viewers who got frustrated waiting for new episodes. “Mom, I’ve seen this one already. Can I play ‘Angry Birds’ on your phone?” So when little Tommy sees the Young Justice figures at Wal-Mart, the ones from a show he watched an eternity ago (in kid time), versus the Captain America figures from the movie he saw last weekend, the good Captain is more likely to get a new home. First week out of the gate and already the all important mom-and-kid crowd is moving past the Young Justice figures.

So what about the collector-market? You know, the buyers who are constantly told by Mattel that we don’t make up enough of the market to matter, yet they spend an awful lot of dollars and time courting us?

Mattel has told us on many occasions that Young Justice is the heir apparent to the beloved Justice League Unlimited line. I can see where that argument might appear true. And yet, it’s far from accurate.

Mattel seems to think that those of us who collect JLU figures do so out of habit. It’s just another toy line. The fact is, the JLU toys represent the final chapter of the animated Timm-verse, meaning those animated DC programs produced by Bruce Timm that ran from 1992 to 2006. That’s a mighty long run for an animated program set in the same “universe.” Fans of any such program are bound to feel an emotional investment. That kind of attachment to a fictional property can only be garnered through time and quality. By the time Mattel took the reins of the DC license, and introduced Justice League figures in 2003, a built-in market for the line already existed. The fans of the show and the toys had been collecting the Hasbro versions since 1992. The transition was smooth and seamless.

Now Mattel is asking us to make another transition, this time to Young Justice. Unfortunately, the scenarios are not similar. Justice League continued an existing tradition of style, character and story. Young Justice is an entirely different show. It hasn’t existed near long enough to develop such heartfelt enthusiasm from its hoped-for fans. In other words, JLU and Young Justice are not the same, on television or in toy aisles. The fans will not react as if they are. The expectations that fans will buy Young Justice toys simply because JLU toys are removed from the equation is hogwash. (And no, the aesthetics of both shows are entirely different. They do NOT match.)

Single JLU figures were already overpriced at $10. Now YJ figures are the same price, with half the raw materials.

Speaking personally, I was on the shelf about whether or not to start collecting the line as images trickled out. The “Connect and Collect” Hall of Justiceis a neat gimmick, but that’s all it is. A gimmick. The final nail in the coffin was the value versus price, discussed above. $10 for a small slip of poorly painted plastic with minimal articulation simply will not fly in this economy. I wasn’t overly interested to begin with, and the monetary issue sealed the line’s fate for me. And I was supposed to be one of the expected JLU to Young Justice conversions.

Comparing the Young Justice line to JLU a little farther, consider the articulation versus aesthetic and modern technology. For many years during the heyday of the Timm-verse shows, some fans wanted to see more articulation in the figures. Others argued that the simple five points of articulation was part of the aesthetic of the Timm style in characters. (At the time, I subscribed to this school of thought.) That argument seemed to bear itself out when, in 2005, Mattel added elbow and knee articulation to some characters with dismal results. The joints were big and bulky, and the range of motion was 20-30 degrees, hardly the necessary 90 for a decent knee bend. However, in retrospect, I suspect that was simply the result of Mattel’s poor (or more likely, cheap) engineering endeavors. Just three years later, Hasbro produced Clone Wars figures featuring tiny arms and legs with excellent articulation.

Articulation: Icicle = 5. Ahsoka = 12 (Or counting ball sockets as two, 19)

It’s 2011 now. Hasbro’s Marvel, G.I.Joe and Star Wars figures are simply bursting with articulation, including the Clone Wars figures that do so without sacrificing the animated aesthetic. So why aren’t the Young Justice figures given the same treatment? Instead we get the same minimal articulation, PVC so soft it might as well be rubber, and sculpts that look as if the characters are about to kneel in prayer. The answer? Cost cutting and greed.

So why am I sharing this little tirade? Do I want the Young Justice line to die on the vine? Far from it. If the Young Justice line succeeds, and I hope it does, it raises the prospects for future lines. A rising tide floats all boats, as they say. But I fear the line has been mismanaged from the start, and the prospects do not bode well. Somebody should know why, even if I’m only talking to myself.

Okay Mr. Smarty-pants Casimir, if you’re so smart, what would you have done different? I’m so glad you asked… I would have used the introduction of Young Justice to prove that I (meaning Mattel, in this hypothetical scenario) can still compete in the boys’ market. First, I’d not have made any attempt to create the “next” JLU. I’d take a look at the amazing toys Hasbro is offering and focus like a laser at competing with them. Yes, the quality and sculpts of the Infinite Heroes and the Green Lantern movie lines are jokes. All the more reason to step up my game. I also would not have split mom’s dollar by having her and Timmy decide between overpriced 6” and 4.25” figures. Instead, I’d create show-accurate 3.75” representations, packed with technology-enabled articulation and appropriate, value-added accessories. Once that proved a success, I could branch out into a handful of vehicles, maybe even a (gasp!) playset. (Something Mattel hasn’t successfully pulled off since the days of vintage Masters of the Universe.)

I know these lessons will fall on deaf ears at Mattel. And in the case of most collectors, I’m preaching to the choir. (No doubt some will disagree with me.) Again, I’m not on a witch-hunt. I want Young Justice and Mattel to be successful. In fact, I often find myself defending Mattel. I recall the dark days of the DC license languishing at Hasbro ten years ago. Mattel has done wonders with the license since then. I think many people forget that in the seemingly daily Matty rants we see online. Sadly, these facts are easy to forget in light of Matty’s constant and frustrating antics.

The handling of Young Justice is just the latest in a growing line of missed opportunities. Despite some of great toys Mattel has made in the last eight years, the constant mishandling of boys’ lines is enough to drive collectors and moms away. Some days I wish Mattel would just change its name to “Barbie” and be done with it.

 

About the Author: Casimir Not satisfied with the limited options available at retail, award-winning customizer Cason Pilliod has been crafting his own toys since he was a child. His passion for toys merges with his background as a theatrical prop designer, allowing him to find unique customizing solutions, which he shares with the ever-growing customizing community via Inanimate Objects. Cason is also an armchair pop-culture historian, Swing dancer, DJ, daddy, and was once a Muppet wrangler, so he's got a unique spin on life. He also worked for Microsoft once, but let's just keep that a secret.

 

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