Speaking to Kidscreen Magazine, Hasbro is highlighting that they will change their toy distribution strategy. This news comes just a couple of days after the news of their change to future entertainment plans.
While easily applicable to kid-oriented lines, it is unclear how this new strategy will affect collector-specific lines such as Transformer: Studio Series, Transformers: Legacy, G.I. Joe: Classified, etc.
‘Today, unpredictability reigns, with chaotic supply chains affecting timing, and streaming content rolling out in six-packs rather than full seasons. Meanwhile, disappearing theatrical windows have drastically changed movie launches and the Consumer Products programs that accompany them.
But in business, challenges often bring opportunities. That’s the lens through which Marianne James, Hasbro’s VP of EMEA and Asia, sees the current landscape.
“Tried and tested models still have their place, especially when you’ve got a Consumer Products program that leans on core pillars like toys and games,” says James. “What is interesting now is that we can test and learn. Instead of dropping products based on seasons, we’re now looking to where a rollout could be more relevant to a culture in one of our specific markets.”
One way Hasbro has shifted its strategy to accommodate the “highly unpredictable” nature of the market is to space out product releases in smaller waves instead of releasing the entire range in one large launch, she says. This provides the ability to establish contingencies if logistical issues occur in the company’s supply line.
“If the content is pushed back and we experience a delay at retail, or there are problems getting product on the water, it’s better to be flexible and have a softer, more phased-out launch instead of using a big, all-encompassing 360 strategy,” says James.
This is especially important for Hasbro’s “vault” brands such as Transformers, Peppa Pig, and My Little Pony, which exists in highly competitive toy categories, most notably preschool. To have a major rollout fall flat due to timing problems is not an option, so the company is expanding its arsenal of marketing and engagement tools, she says.’
Based on the above, Hasbro is planning to establish smaller waves and shift content accordingly. This new strategy can already be seen with the release of Transformers toys for the upcoming movie, Rise of the Beasts. With the production company Paramount Pictures delaying the release date, Hasbro is repackaging the toys while omitting ROTB branding. Transformers: Rise Of The Beasts Smash Changer Optimus Prime is repackaged into Cyberverse (Transformers: Bumblebee – Cyberverse Adventures – Dinobots United – Smash Changer Optimus Prime), while Transformers: Rise Of The Beasts Energon Igniters 2-Pack is repackaged into Buzzworthy Bumblebee (Transformers: Buzzworthy Bumblebee Energon Igniters 2-Pack).
John TheDestroyer
If I'm not mistaken, a lot of their 18+ Icon sets and Ideas sets are exclusive to Target stores in the US
TFXProtector
Ah. I see. And I agree. I think traditional animation, even if done with a computer, is significantly cheaper than what Prime was. I'm surprised they had the funding to produce a show of its size/scale and episode run. 65 episodes, that's enough for Syndication. I'm surprised we don't see it in syndication. It could've helped pay for it, and more.
I'm not sure who decided on such things but they might need to go back to the drawing board before taking it to the CEO. (I'm not going to blame Goldner for the following reasons: 1.) He's not here to defend himself and I won't punch down on someone in his situation. 2.) He's not the only one running the show, not really. 3.) It's clear that Hasbro's still kind of dumb, even in his absence. 4.) He was the whipping boy when he was alive and took it all on the chin like a champ, so I raise a glass to the man.)
IronWaveJRG
I think my main argument was that while Prime ending was a combination of factors: between the budget skyrocketing beyond control, low viewership because of The Hub's low ratings. It's surprising that MLP, which was broadcasted in the same channel as Prime, it managed to be a success and continue long after the channel became Discovery Family.
Though granted, MLP must've been cheaper to make than Prime
TFXProtector
And I assure you, MLP was also pirated. At one point, Hasbro's own numbers showed that 600,000 households were watching the Hub. Not even a million. Do you have any idea how astoundingly BAD that is? It's a miracle that any of it survived long enough to have a series, let alone a finale. I don't know whose idea it was to partner with Discovery on that crap, but look at what's happening with Warner Brothers and HBOMax, right now.
There's a reason The Hub, after many changes, became FreeForm and is on basic cable… Not enough people give a crap about TV anymore (even though that seems to be where entertainment is headed), and they certainly don't want to pay exorbitant sums to get cable just to watch a handful of shows.
It's stupid what cable costs, right now. It shouldn't be pushing $300.00 to get a modicum of decent channels, an internet connection, and possibly a landline. (Most people go for the wireless option if they're with Spectrum.) Just be glad The Hub weathered that storm back in the early '10s. Prime and MLP would've been canceled by now if it was happening right this moment.
PlanckEpoch
Because Faust designed it from the ground up to be a show that was entertaining for kids but also smart enough for adults to find enjoyment in it. There's a reason why it was popular amongst adults and created such a big fanbase outside of kids. Unlike what the brainlets who don't have a functional thought process might thing, there was a lot of value in that show, at least for the first three seasons. There's a reason why I dropped off myself. MLP:FIM was good until it wasn't, objective fact. The Brony fandom that grew up around it wasn't some random fluke.
IronWaveJRG
I find it interesting that My Little Pony, while also being on The Hub, it managed to be a huge success unlike Transformers Prime
T-Hybrid
"Significant" is doing a lot of work here.
Also, they already acknowledge the adult market. That's all of the streams we've been watching since 2020.
AcademyofDrX
Hasbro has a direct-to-consumer website, social media updates, weekly livestreams, periodic fansite roundtables … who exactly do you think those are for?
Hasbro has consistently communicated to their investors that older children and adult collectors are an important demographic. I recall one deck said it was about 30% for the Transformers brand generally, and there are product lines across their franchises that are specifically developed with the collector in mind — not exclusively for them, but designed to appeal to them. This is not controversial or subjective but verifiable. Marketing does consistently point out that not every decision that goes into a product is for adults, but they're usually explaining that while describing many other decisions that are.
The reason that marketing probably won't bother translating their industry communications for the fan community is that most of that stuff doesn't actually matter for us at all. We talk about it on message boards anyway, because we do that for literally everything a Hasbro employee says.
cybeast
"With the production company Paramount Pictures delaying the release date, Hasbro is repackaging the toys while omitting ROTB branding."
I remember one user said that the delay is already communicated and being expected by Hasbro, wonder what will that user say right now.
JJJ
That would require marketing to accept that adults buy a significant portion of their product, and they won't do that (either because it isn't actually the case, or because corporate dogma forbids).
RKillian
It has been interesting the last few years watching the rest of the country put up with how distribution's been in my part of PA for decades.
I think they just don't get it. Everything is a knee-jerk reaction in the wrong direction. They make the toys elusive/expensive, sales drop as a direct result, and the response is to make them even more elusive/expensive. In reality, what they need to do is go the other direction, which is make greater availability so they can sell cheaper. If they keep going the way they've been going, they'll end up like public transportation, where buses are viewed as mobile bathrooms for the homeless instead of a viable alternative to driving your own vehicle.
Runamuck86
i miss seeing displays in the supermarket full of transformers when a new movie comes out , but the shops almost never have anything other than a few rescue bots these days so i think they have given up on transformers anyway .
I do wish hasbro would make it easier to get their none collectors lines . I havent ever seen a cyberverse dinobot anywhere .
Max Tower
Earthrise Megatron isn't common in the UK he is actually very difficult to get – but the reason he'd warant a reissue is
1. they have a tendency to break (due to poor tab design)
2. They have a tendency to discolour (as to any grey or silver Megatron and the G2 version as well).
So if they can fix the discolouration he's worth reissuing as the existing ones won't last.
Neko-bot77
Well, this puts a damper on the excitement for new movies / media toys. That big endcap full of shiny new product drew lots of attention, both to the toys and the new media. EVERYONE remembers seeing the giant dinosaur standee that shows up every time a new "jurassic something" movie is out, even if you don't care about the toys.
But I'm sure the 2-3 pegs devoted to the new movie will have the same draw, sitting in the 4 foot wide area semi-devoted to all things transformers.
Barricade34
Isn’t this what mcfarlane toys is doing with the dc multiverse stuff? Just letting it go on shelves at random times for people to find and not hyping up an entire wave rather encouraging fans to find it at a retailer when available at any given time
sevenlima
They should hire someone could had work with Microsoft or Apple to be their new CEO.
Seanprime
Yeah if you’re a tfw2005 user and check it everyday etc there’s really no way you wouldn’t know. All the information originates here
T-Hybrid
Check it at noon CST, whatever that is for you. Back in Stock is usually Friday specifically.
They tell you that after every stream. Not sure I buy "how am I supposed to know…" from people who find the time to log in here multiple times a day.
Neko-bot77
But… but I love checking here and the pulse app every hour like a crack addict not knowing when he's getting the next fix! I also love the FOMO driving me nuts constantly!
Sunbow Prime
More waves or whatever they will call it means more opportunities for them to forget to tell Pulse members ahead of time when orders will be available.
Learn from Lego. They have a coming soon section that lets you know what dates sets will be available to order.
https://www.lego.com/en-us/categories/coming-soon