The Joe Report, a newsletter published by the team at Patches of Pride, had a chance to sit down with Mr. Derryl DePriest, Hasbro’s VP of Global Brand Management.
In the article, TJR had the opportunity to do what many of us would love to – Sit down with Mr. DePriest and just talk Joe. In case you didn’t know, Mr. DePriest is not only a “Hasbro Big Wig”, but he’s also a devoted G.I.Joe fan and collector, not to mention the author of “The Collectible GI JOE” which is considered a grail in 12″ G.I.Joe collecting.
The conversation discusses the successes and failures of the 12″ market and how we as collectors helped contribute to both sides of the spectrum. It’s a great read and definitely worth checking out!
What’s your take on current state of 12″ G.I.Joe? Join us after the break for discussion in progress
C.I.A.D. says
The team at TJR had the opportunity to sit and chat with Mr. Derryl DePriest. It's a great read, so check it out!
TOP HASBRO EXECUTIVE, DERRYL DEPRIEST, RESPONDS TO CRITICISMS FROM FANS & COLLECTORS OF 12-INCH G.I. JOES: “A MARKET IS DEFINITELY BEING IGNORED”
RID Scourge says
Part of me wonders if 4" Joe is going the same direction. It's more cost-effective to make those poa figures, in the same way the 12" titan figures replaced the more articulate 12" figure that Hasbro produced.
I would be happy with a mass retail line similar to the Dollar General figures to be honest. They were able to produce some great figures for a decent price.
skinny says
It is these kinds of off the cuff interviews that we learn more from than a regular interview with a list of questions.
FYI I bought a few of those 2011 GIjOEs.
The video interview from Bloomberg, seems to have caught Depriest off guard. When asked about technology and Skylanders, he stammered that having figures with more articulation was their way of embracing technology.
In other words, Hasbro saves the technology and innovation for their better selling brands, as they should.
I would not count out ARAH just yet, but maybe in a few years after the third movie there will be a shift to a newer idea.
C.I.A.D. says
I would be happy with a mass retail line similar to the Dollar General figures to be honest. They were able to produce some great figures for a decent price.
I would not count out ARAH just yet, but maybe in a few years after the third movie there will be a shift to a newer idea.
neapolitan joe says
General Iron Bear...
SmokeBellew says
Meanwhile, it seems Hasbro is convinced 2.5" is the way to go for toy lines. I have no idea if the kids actually like 2.5" toys, but they very well could since 2.5" is closer in scale to Lego and Lego is currently the hot toy.
In conclusion, what I'm saying here is, I have no friggin idea what's gonna happen to G.I. Joe.
Stalker says
I think articulation is good for kids, but the way figures are articulated these days, they are too fragile for kids.
Think of how many times you've broken an arm or a head right out of the package. That doesn't happen with the lower POA. It's not because they're better for kids. It's because they're better than a brand-new, broken toy.
Steevy Maximus says
Excellent "interview" and despite not being centric to "our" version of GI Joe, much of the information Darryl gives on the state of the market VERY much still applies to our Joe as well.
Big props for Patches of Pride to get this interview, wish we'd get more like this.
Though I can't help but wonder the big reason they even got this interview was because DePriest is a 12" guy (for good or ill), and has a clear preference of that format above the others.
Steevy Maximus says
I think your first points are the most accurate: parents prefer a lower pricepoint and are more apt to buy more at a lower pricepoint. If a kid still really likes Star Wars, will parents still buy a super articulated figure? Sure, though perhaps not as much as they might with a cheaper format (and price) (For the cost of ONE Star Wars Black 3.75 figure, a parent could a MIssion Pack and half another single figure. For the cost of ONE Black 6" figure, a parent could get 2 Mission Packs equating to FOUR figures).
For the most part, kids will make due. I think many collectors fail to realize that while given the option of "more" kids will take it. But barring better options, they will take what is available. Kenner (and especially Batman) thrived for over a decade despite NEVER making a super-articulated Batman action figure, even though I really wanted one. Didn't stop me from amassing half a dozen Batman variants plus side characters.
CrimsonDeath says
Depriest is 50 years old. The demand for the 12" g.i joes he played with as a kid died out enough for Hasbro not to make them anymore this year.
I'm 32. I can only count myself lucky if the demand stays strong enough for Hasbro to keep making my 4" g.i joes for another 18 years.
Even though I don't support 12" as a adult, the best toy I had from my childhood was the 12" hall of fame line.
Keep reading: The Joe Report Interviews Derryl DePriest - Page 2
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