Tag: Toys

Why I Stopped Buying Toys Part II….

Posted on by CV Whitfield

As mentioned in the last post, I’ve stopped buying toys…for the most part. I can precisely count how many items I’ve bought over the last 5 years and it aint much. Funny thing is: if I had been able to find a few other items, I might have bought more. And that’s another main reason I stopped buying toys.

I got tired of trying to find things. I got tired of never seeing items at my local store or in the bloody toy aisles. I mean these are toys, right? These are just things for children, right? Yet, things were so difficult to see, let alone, buy them. Just look to the current 6 inch G.I. Joe line. I’ve seen about 7 of them in the last year. I mean: SEVEN! Like, seven figures total. — 2 Cobra Commanders (Target in MN), 1 Gung Ho (Target in CO), 3 Roadblocks (Target in NW CO) and 1 Lady Jay (local Walmart). And don’t get me started on Walmart’s 3.75 line that’s exclusive to them. I’ve seen 5 figures of them– 3 ugly looking Dukes and 2 decent Scarlets. As for the 6 inch line, I was really hoping to find a Snake-Eyes and a Cobra Soldier. I didn’t need to collect the whole line just grab some favorites. Well, Hasbro, you saved my lots of money. So THANK YOU.

So, how does a toy line succeed if it’s absent from store pegs? Thats the big question, I guess. Before anyone says, “well you could just have pre-ordered them online from a store like Big Bad Toy Store.” I will say, “well, that’s not always a locked and done deal either.” It’s true. How many times have I gone to order something and its “sold out”? Second, I don’t want to pay collector prices. It’s hard enough to fork over $20 for an action figure as it is. Even Amazon is always sold out–unless paying double for that figure is right up your alley. And, what the heck HASBRO? Why isn’t these things ALWAYS in stock at your own site? They are your own product! And what about the PULSE where you charge folks just for the opportunity to shop in the store. And guess what? Its always “Sold Out” unless you’ve got the time to watch the site all day hitting the refresh key!

One major issue, I believe, for no toys in the stores, is the second hand collector market. I’ve seen it myself, the weird looking dude literally race-walking to the toy aisle as the store opens to grab as much as he can to sell on Ebay or his Amazon shop. There was a time at a Target that I might have seen my eighth or ninth G.I. Joe figure but as I turned the corner watched a man pull them off the pegs like a looter pulling Nikes out of a store window. I wanted to think they were a Red Ninja and a Storm Shadow but I couldn’t really see. He then raced through the WWE figures, Marvel Legends, and Hot Wheels. Maybe he was just an enthusiastic collector. But I will still believe it was a scalper.

My solution: Hasbro you should flood the market with the items. Stop the scalpers before they can be scalpers. Now, I’m no moron and I know that companies like Hasbro have to do careful with market research and strategize how much the market can handle. Otherwise, Hasbro will be dumping G.I. Joes in a landfill like Atari E.T. cartridges and thats not good for anyone. But one way to do this intelligently is via their own company web store. Second, why isn’t everything crowdfunded to some extent nowadays. If Hasbro wanted to see the demand for a brand new Joe figure, put it on the site for 30 days and let the folks order it. Once that ends you make that many figures plus 20%. AND, you don’t charge folks for it either like PULSE. How is this not a win-win situation for all, Hasbro and collectors and kids. This reminds me of how Amazon fills their new brick and mortar stores. It’s just the most popular items. It constantly rotates. Hasbro could do the same with distribution. Send popular toys to Walmarts and Targets. Then, you don’t get an aisle of Rose TIcos.

Yes, logistics is a big factor in any of these ideas but why aren’t company’s making it easy for buyers to buy their products. Would Coca-Cola limit their product in stores or even survive if distribution was crap. Then, how is Hasbro profiting from these toy lines? Or is it, collector markets are the gravy and Hasbro survives by selling Beyblades and Littlest Pet Shop? One could only wonder….

I may have stopped buying toys, but I’m still a hobbyist and a collector. Want to know what those are? Stay tuned….

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Why I Stopped Collecting Toys….

Posted on by CV Whitfield

Something happened. Something that would rock my world. Something that may have bettered my life. Something that would definitely change my life….

I stopped buying toys.

It’s been nearly 10 years now. I know there was several reasons that determined my decision. And I remember, I didn’t just stop cold turkey. Like a drug addict, I slowly weaned myself.

It all started following the release of Star Wars: Revenge of the Sith. I had spent the last five years buying pretty much every Star Wars toy they made. And I didn’t just buy one. I was the moron that had to have two of everything. I had to have one to open and one to leave sealed. The sealed item served a double role, one to preserve the original toy as it was sold and it would make a great display item. And second, it would be that item to sell down the road when all my Star Wars toys would pay for my kids college eduction or at least my summer home in highlands of Scotland. I just knew that these toys would be worth millions in the future. (I forgot to take one small detail in to account with this ideology: these toys will be worthless because they not only made millions of them, but there are millions of collectors thinking the same thing I’m thinking. So I made one small error….). So, I’m standing in the toy aisle on the eve of release and I’m watching the horde of collectors race to the pegs and attack the pallet of toy cases. And I just had an epiphany: why am I swarming over these things like its the last loaf of bread in the supermarket during a Zombie apocalypse? I stopped. I waited and I slowly walked to the pegs. I told myself buy the cool ones– buy the ones I really liked. I don’t need one of everything. And I’m not buying more than ONE! That started the end….

Suddenly, after so many years, there was no more hype of future Star Wars movies. Star Wars had driven my collecting for over ten years at that point. I had gotten in on the first figures of the revived Kenner figures in 1995. We got so many new figures. The design and quality only got better and better. Not only did Star Wars drive my collecting, I got my wife into buying Beanie Babies. I bought other toys I liked from Hot Wheels to Spawn figures. Many of these I just used to bargain or trade for more Star Wars figures. It got so obsessive; there wasn’t many days I wasn’t on the the hunt. If the wife went to Target for groceries and I was at work, I had her go to the toy aisles first. We used our kids to get store associates to check “the back” for more cases saying it was how they wanted to spend their allowance. We were now the parents using our kids to feed our own addictions. We craved more and more. We needed that new Ty Beanie Bear or Star Wars R2 with Holo Leia. Then we looked to our house. It was overflowing with toys. We had so many Beanie Babies, most were in the garage in plastic bins. My Star Wars figures filled two closets. We couldn’t display a fraction of what we owned. Then we looked to our credit cards. They were maxed out. Why? Because of toys. We needed to seek help. Painfully, we went to credit counseling and cut up our cards….

With not having the buying power to just buy everything and anything, we (mostly me) only bought what we really liked or thought was really cool. Yet, I found with rising costs of action figures and how most of the current releases were just re-dos of things they had already been released in the last few years, I was slowly being turned off by new Star Wars stuff. I felt, finally, I may have stopped the desire to buy new toys. Then, 2007 happened and the 25th anniversary of G.I. Joe happened. I had enjoyed so many Joe toys in the 1980s that, like Star Wars before it, I would do it right this time and buy everything released. I went in just buying one of everything. I had learned my lessons from the past with the “buy two” fallacy. I went at it smart. I didn’t get crazy. I bought them when I found them but I could feel the return to the obsessive desire to “collect them all” which could easily force me off the “wagon”.

But, whether a intervention from God or just poor management and marketing from Hasbro, the Joe line slowed and eventually died. With it, saving my bank account and my compulsive behaviors. So, I was like this is my chance to stop 100% and not buy any more toys. It was mostly true. I’m most certain I’ve only bought a few items over the last few years. I pick up an occasional Hot Wheel or collectible item. I sold most of my collection and the wife completely rid her life of the Beanie craze (I was so proud of her mainly as I felt somewhat responsible for that collection). And life has been good. I will say, its been a lot less stressful.

So what are the all the reasons I stopped….. well stay tuned for part II…..

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I must be gettin’ old….

Posted on by CV Whitfield

Yes, some might say, that I’ve been a bit obsessed with my preconceived theory on the failure of the current toy industry– or more specifically the action toy (figure) line.

As I continue to research and delve deeper into my theories, I did discover there could be, at least one, main point that I forgot. That being, I’m not getting any younger and that over time inflation rears its ugly little head. I will admit: I’m gettin’ old.

The price I paid for a toy when I was a child isn’t necessarily the price of a toy today nor should it be….or then again, why couldn’t it. This brings me back to the Hot Wheels debate. Below, there’s several examples of the cost of toys then and now. These numbers were obtained through a Inflation Calculator that was found on Google.

I have decided to use the year 1983 as my baseline year. Not only because this was one of the greatest years of my childhood, but that year several popular toy lines were at their pinnacle– including G.I. Joe: A Real American Hero, He-Man and Masters of the Universe, and Star Wars. There was still another year before we got Transformers and Go-bots. And lastly, I found a 1983 Sears Catalog that aided in the prices for that time period- take note, this isn’t the absolute price of the day. I understand Kmart, Walmart or Toys R Us prices may have been cheaper and varied.

  • 1983 $1.00 equals $2.70 in 2021 money.
  • GI Joe RHAH. COBRA H.I.S.S. (High Speed Sentry). ….. 1983 Real Price $8.99 ………… 2021 Inflation Price $24.30 (Currently Wal-mart sells the vintage styled H.I.S.S. for $24.99.
  • GI Joe RHAH COBRA F.A.N.G. (Fully-armed Negator Gyrocopter)….. 1983 Real Price $4.99 (did NOT include a figure)….. 2021 Inflation Price $13.49 (Currently Wal-mart sells the vintage re-release for $24.99 but it includes a figure)
  • GI Joe RHAH 3 pack of action figures: Airborne, Doc, and Gung-ho. ….1983 Real Price $7.99 or about $2.66 a figure…. 2021 Inflation Price $21.60 or about $7.19 a figure (if you add that with the inflated FANG price you get $20.68. THUS, I think Walmart should be selling that box set for $19.99 (production materials considered)
  • Star Wars figures are the same price as the GI Joe. 3 pack of Vader and Two Hoth Stormtroopers … 1983 Real Price $7.99…… 2021 Inflation Price $21.60.
  • He-Man and Masters of the Universe 2-Pack He-Man & Trap Jaw 1983 Real Price $9.99 (or about 4.98 a figure)…. 2021 Inflation Price $27.00. Wal-mart currently sells the retro line of figures for $14.99 each. This is slighter more than inflation would calculate as 2 figures now would be $29.98)

So there you go. If you really take into account inflation, maybe today’s prices are so bad. Yet, I will still debate whether these toys should be priced at the inflated price. I understand that materials could go up in price, the wage for those making the toys has increased, and freight costs have gone up with the price of gas. Should action figures be $10? I’m not so sure. I guess I relate it back to the enjoyment factor along side games or video games. $50 bucks gets you a video game that you can play nearly 100+ hours. Or you could buy 5 action figures. Not sure it equals. The average 1983 price of a video game was $39.99 and an action figure was $3. So in 1983 I could get at least 10 action figures for every one video game. Now that number is cut in half. So I would argue that perhaps cost of the toys aren’t just limited to materials and freight anymore. Perhaps R&D (research and development) plays a big role in today’s prices. I don’t exclude licenses for properties like Star Wars etc. But Mattel owns He-man and Hasbro owns GI Joe, so those extra costs are excluded.

And lastly, I will continue to question toy costs when a Hot Wheel in 1983 was roughly 79 cents and is still about 99 cents today. Granted I remember Hot Wheels on sale for as little as 59 cents and as high as a 1.09 at Kmart. What was up with Kmart’s wacky prices? Is Mattel taking a loss on Hot Wheels? Or are they just accepting a smaller profit with the hope of larger quantities sold? If those are both mute points, then would and should toys today really be priced as I’ve demonstrated above?

The discussion will most likely continue….

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Why would a kid play with that?

Posted on by CV Whitfield

So, to follow up on my last post….

I was once again wandering the toy aisle at the Target store. As I was walking through, a Green Lantern DC Multiverse action figure caught my eye. I believe it’s the one that is also made by McFarlane toys and is an action figure of the John Stewart Green Lantern. The first thought that shot through my head was: would a child even know who this character is? And if not, would they even play with it or want it? My immediate answer is No!

This leads me to several conclusions:

for this toy to sell to kids, the child would need to be:

  1. Reading a plethora of comic books. Because, I don’t even think this character is predominately in Justice League books or titles all the time. I admit I’m not really reading any current comics today because of a multitude of issues I have with current editorial decisions. Even if the action figure was of Hal Jordan, I would still have the same questions for the child.
  2. Coached heavily by his mother or father on the identity of said character because he/her parents were such a great fan of comic heroes and maybe watched Justice League in the early 2000s. This is a stretch. Or perhaps the child has somehow caught a streaming service with that 20 year old program.
  3. Possibly there’s a video game with John Stewart he played on a console or computer? I’m no expert on the video game appearances but I believe he was in InJustice and there was a Justice League game out 10-15 years ago. Again, this is merely speculative, as I question how would the child play the video game in the first place unless there was another driving force for the kid to play said game. I find those games are usually played by Comic Book Fans and not just the regular gamer. But what do I know….

So, with that, I looked to other toys and I come to the same big conclusion every time. These are only supported by adult collectors that know the history or have their own childhood memories of the properties.

It was on this trip, I found 3 new Hot Wheels deluxe Batmobiles (Super Friends version, Armored version from Batman and Batman Returns and the Penguinmobile-from the 1966 TV show when the Penguin stole and converted the Batmobile). I doubt any child know the back story to these vehicles. Perhaps I’m being cynical and children are much more aware of pop culture and know exactly what these things are. But to those that don’t, would a random child see said Batmobile and say “that’s cool, mom buy me this?”

Is the Toy Aisle just for adults or are kids still excited to visit it?

More to come for sure….

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Toys ….suck today!

Posted on by CV Whitfield

So, when I enter a Wal-mart or Target, the first place I go is the Toy aisles .

For the last few years, I’ve noticed that the aisles and shelves seem to be a bit thin. It’s quite common to find many pegs and spots just empty of product. We all know that Target stock is always scarce. Yet, now I see this at Walmarts. Why is this?

  1. Today’s toys are very rarely supported by an active TV shows or Comic Books. Yes, every freakin movie gets some kind of toy tie-in but half the time, I don’t think they do any target research to see if kids even want these toys. TV shows and Comic books allow for continued story telling and allows the property to stay in the kids minds for years. With the exception of Star Wars (which is an anomaly), no movie has support a toy line successfully more than 6 months after the movie is released. In the 80s, we had great toy lines He-man and Masters of the Universe and G.I. Joe- TV shows. The 80s and 90s gave great Marvel and DC superhero toys – Comic Books. In the 90s, Batman: The Animated Series supported a figure line – TV show. Good Star Trek can give you a nice collector toy line, i.e. the 90s Playmates line – TV show. But today, we only have Star Wars – weak sequel movies – Jurassic Park / World toys – movie – and toys for the remake of Space Jam..
  2. Today’s toys are just too damn expensive. The average action figure price is $9.99. And if you go for the larger 6 inch figures, those go for $19.99 or more. What kid is spending their allowance on this? What parent is spending this to give their child the toy when asked? Honestly, they are not! These toy lines are supported solely on adult collectors. This is why that many of these big box stores are now putting toys in two spots in the stores. Some go in the Toy Aisle and some go in another section for collectibles. Can action figures be cheaper? I would exclaim why not! Hot Wheels have been less than .99 cents for 30 years. Not only do kids love cars, but you can buy dozens of these cars for only a few dollars more than an action figure. Even many nice car toys in the 1:64 scale can price from 3.99 to 7.99. Today, they have the RE-RELEASE of He-man and Masters of the Universe figures. Walmart price is $14.99. They were only $4.99 in 1982. And I remember that was expensive because Star Wars and G.I.Joe were about $2.99. Again, these aren’t toys, but adult collectibles.
  3. Today toys companies are run by morons. Outside of a few long term favorites like Hot Wheels, Barbie and the anomaly that is Star Wars, what action figure toy has been on the shelves for so long? None. What action play toy has been a staple of the Toy Aisle? None. Why hasn’t any toy company actually invested in creating a toy line that will stand the test of time? This is what Mattel did with He-man in the late 70s and early 80s. It was to be a competitor of Star Wars. Instead, these companies lazily rely on movie properties. They are willing to pay millions of dollars for licensing instead of creating a strong IP internally. Take Hasbro for example. They own the G.I.Joe brand solely. Yet, this company has constantly failed on making this toy line successful. It has always been plagued by short supply with the releases in 2007 and again in 2020. Why weren’t these figures filling pegs? Every figure sold would put full profit into their pocket. Instead, they continue to pump out Star Wars figures and pay the 50% to Lucasfilm. The same folks that run these companies clearly don’t research their market.
  4. Today toys can’t compete with video games. Bullshit, I say. I disagree with this statement that I constantly hear when I discuss these very topics. I see kids in the toy aisles wanting toys — like Legos, Action Figures, Nerf Guns and Barbie dolls. Children don’t invest all their time in just video games. Yet, you need to give them a good toy for a good price and they will sell. And the gravy on the steak would be the adult collectors who would buy them too. Yet, first these companies need to MAKE TOYS. Fill those pegs and work on distribution and market research.

Okay. Thats today’s thought on Toys. I could discuss this and these topics for hours.

To all those that want good toys…. Good hunting!

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The Definition of a True 80s Kid….

Posted on by CV Whitfield

I was an 80s kid.

I was not born in 1988. That does not count. Doesn’t.

I was born in 1972. I was 8 when the 80s started and 18 when they ended. To be an 80s kid, you needed to be alive for the entire decade. More than that. You have to be able to remember the entire decade. You have to have been present for all the 80s greatness. Including but not limited to: seeing E.T. and Raiders of the Lost Ark in the movie theater, as well as both 80s Star Wars movies! Buying your favorite album on vinyl, cassette and CD. Working on an Apple II in your classroom. Begging your parents for an Atari 2600 and then do it again at the end of the decade for a Nintendo!

I hear the “I’m an 80s kid!” all the time. Then I inquire about their life. I hear they say they were born in 1982. I quickly respond, “you’re not an 80s kid but a 90s one!” Some seem offended. Many realize my point. If you were born in 1982, you were only 8 when the decade ended. There’s no way you ran home from school to watch He-Man, Thundercats, Voltron, Inspector Gadget. You didn’t get up early on Saturday to watch Saturday Morning Cartoons – Smurfs, Spider-man and his Amazing Friends, Carebears, Pac-man, Super Friends.

One doesn’t just have to be born in 1972 to be considered an 80s kid. But I do think the best range of birth years is 1970 through 1975. This allows you to be as young as 5 and as old as 10 when the greatest decade starts. But to be honest, I really think I had the perfect age range to enjoy the 1980s.

So, if you say you’re an 80s kid, make sure this simple definition defines you. If you were a kid and your earliest memories is watching Batman: The Animated Series, unfortunately, you just missed the 80s. You’re all 90s. Not to say I miss that decade from time to time.

Were you an 80s kid? Wasn’t it great?

Of course it was!

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Snake-Eyes Solo Movie….no thank you!

Posted on by CV Whitfield

Again, Hollywood has no clue. Yet, I still blame Hasbro too. Because Hasbro could oversee and control the out come as they “own” the property.

I’ve never understood the motives of film writers and producers that have (literally) the easiest job when it comes to adapting a iconic 80s property. The backstory is there. The characters are there. Heck, the fans and viewership is already there! All you have to do is come up with a great story! How hard is that?

But noooo. Producers and writers have to come in and F*#k it all up. Why? I truly believe its because they have absolutely no clue about the actual source material. Either this is complete ignorance or simply a matter of no respect. Because its all about the money.

Thus, if these producers (or Hasbro) had any clue, they would not be moving forward with a Snake-Eyes solo movie. Snake-Eyes is a product of G.I. Joe. G.I. Joe is a team. G.I. Joe, in definition, is a group of diverse characters with unique skill sets that work together to defeat Cobra, a terrorist organization determined to rule the world. Snake-Eyes excels when he’s fighting alongside Duke, Scarlett, Roadblock and Tunnel Rat.

Honestly, Snake-Eyes is a bad-ass character and he’s freaking awesome. But I don’t want to see him in a movie by himself. He needs his supportive cast. And if you bring even one of those characters, or a member of Cobra (i.e. Storm Shadow) then it’s a G.I. Joe movie. Why not just make that one?

There’s over 200 stories in the form of comic books. Its okay to use those as the basis for a good story – a great story. Yo Joe!

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Toys are for Kids!

Posted on by CV Whitfield

As I write this, I am inspired to do the research but right now I’m just going to write my thoughts.

I wonder if children buy toys anymore? Specifically I’m curious if children buy Hot Wheels, Star Wars figures, or any of the Marvel Legends or DC Multiverse action figures. These are toy lines that have huge adult collector bases. And if they do, what is the percentage of those purchases vs. the adult collector.

I don’t collect any more yet old habits die hard (that’s right Mr. McClane!). When I enter a Target or Wal-mart, the first area I hit is the toy aisles. I don’t go there to buy but to peruse. I’m still intrigued and interested by toys. Both boy and girls focus. In some alternate timeline I became a toy designer. I think I would have been good at that. So, when I’m in the aisle I very rarely see children. It’s not during school hours. Usually on the weekend or evenings. I can’t recall the last time I saw a kid going through the Hot Wheels. But I do see adult men all the time.

Then I start wondering if Mattel just makes Hot Wheels for old guys. As if they gave up long ago that kids want to play with little metal cars on winding plastic tracks. The same thought process goes for Barbie. Over the holidays I saw the Christmas Barbie — just sitting on the shelves. I remember when grown women would fight (literally as in push and shove) for these dolls in the 1990s. These dolls were designed for the adult collector because they had a price point of $29.99 and up. The ones this year were marked $39.99 and no one was buying. And I’m sure parents wouldn’t spend that on a child — in any decade.

Toys are for kids so I hope they are still buying them!

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Yep, I’ve grown up!

Posted on by CV Whitfield

When I was a kid, the Toys R Us theme song was my motto. I refused to grow up. Unlike the stereotype, I was not a child that wished to grow up any faster than normal. Yeah, I sometimes thought it would be cool not to have to answer to parents but I didn’t necessarily want to be an adult either. If there was a way a 12 year old could rent an apartment, fill the refrigerator full of New York Seltzer and ice cream sandwiches, I would have been just fine. Besides being too young to get a job and no way to pay for my life style, I think it would have been rad.

I was the kid that had anxiety for the next school year. That meant I was growing and getting older. Although there was some anticipation for new Star War movies, new G.I. Joe figures and new episodes of He-Man, I enjoyed just living in the moment. Another year could mean change and not always for the good. I was traumatized when the cable company removed my favorite channel for afternoon cartoons. I refused to leave my room when I learned Knight Rider was cancelled.

My friends made fun of me because I still played with my G.I.Joe action figures in the 8th Grade. I continued to buy toys through High School. Kenner Batman figures, Micro Machines and the occasional G.I. Joe. By then, I “collected” them instead of “played” with them. This “collecting” would continue into adulthood. I can’t even fathom how much money was spent on toys in the 90s and early 2000s. I had a compulsion. I didn’t need them but I “had” to have them. My kids hated me because I had better toys than they did. I used my children to get the Wal-mart guy to take pity on us and go into the back and pull cases of new stuff. My wife became addicted to collecting too.

Then, one day, I realized I couldn’t buy it all. Heck, I was having trouble buying any of it. Toys had put me into debt. I had to make some hard decisions. The entire garage and spare bedroom was full of boxes of my collection. I decided I would sell some of it off. Over the years, I sold more and more. Eventually, I didn’t have much left. I actually got burnt out. The new stuff at the store just didn’t excite me. I got tired of buying something just to put it in a box and not enjoy it. This year will see nearly all of those toys sold off. I’ve decided to keep the Star Wars figures and G.I. Joe figures I had as a kid (the old 80s stuff). But everything else, gone. And you know what? It feels good.

I guess I have grown up. It just took me an additional 20 years….


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