This is a news that was in the making for quite a long time. Nearly 5 years in fact; since the trademark application was discovered by this very site back in 2014.
Today, at the Las Vegas Licensing Expo 2019, Hasbro announced a new partnership with Wicked Cool Toys to bring Micro Machines back to life.
“Micro Machines is one of those amazing nostalgic brands that still has appeal 30 years later. There is huge potential to bring it back,” says Michael Rinzler, co-president of Wicked Cool Toys.
Jeremy Padawer, co-president, adds, “Considering recent toy unboxing trends, the brand’s multigenerational appeal, and the vehicle category’s ripeness for something ‘new’ again, we believe Micro Machines will be a global phenomenon.”
“We are thrilled to be partnering with Wicked Cool Toys, an entrepreneurial toy company that has a proven track record in relaunching classic brands with product innovation and a modern, sophisticated marketing approach,” says Casey Collins, general manager and SVP of entertainment and licensing at Hasbro. “We are excited to collaborate to introduce Micro Machines to a whole new generation of kids.”
The new collection of Micro Machines will launch next fall (2020) and we hope to see G.I. Joe branded vehicles to be among the line.
As we announced recently, we hope to hear G.I. Joe related info from the show floor. Stay tuned with HISSTANK for more news.
SilverOptimus says
News Post: Hasbro To Re-Launch Micro Machines Toys
46 Zone says
Are Micro Machines an in-house Hasbro brand? If so, why would they be letting someone else make the toys? I guess Hasbro is out of the toy making business now. This just doesn't make any sense. This is just frustrating to see your favorite toyline be put on the back shelf, of the freezer, behind the big frost/ice ball to be forgotten.
We all know Hasbro sucks at the entertainment business. Just go back to making the toys!!!!
SmokeBellew says
We all know Hasbro sucks at the entertainment business. Just go back to making the toys!!!!
Disney, in particular, has shown how to utilize the entertainment side (motion pictures, television, theme park attractions, etc) to drive interest and grow other sectors. Kids see a Disney channel cartoon or Marvel movie, it fires their imaginations and makes them want to take part in what they just saw, they then see the action figures/dolls/play sets/costumes/etc and it gives them a tangible way to take part. Add to it the fact that our society has ridiculously short attention spans, kids are becoming increasingly more sophisticated, and doing it at earlier ages, and you have a situation that demands short product cycles and constant change.
So, in other words, Hasbro is just trying to keep the intellectual properties they own relevant in a world where just making toys isn't enough. They make money, in part, by producing toys for properties licensed from other companies (Disney), but in those instances the entertainment part of it has already been accomplished. All Hasbro does is produce the toys. With their own brands, however, no one is producing the entertainment unless they find someone to do it/do it themselves.
In the case of Micro Machines, it sounds like Hasbro has found someone who is willing to pay them a licensing fee to produce Micro Machine products, which allows Hasbro to then concentrate on other things. Maybe they'll produce Micro Machines entertainment or maybe they won't worry about it and instead just utilize the quick infusion of cash the licensing of such a brand gives them for other projects.
SmokeBellew says
Actually, this is a good time to talk about what appears to be the reality of the toy industry today. The following is an oversimplification and by no means is it all inclusive, but I think it lays it out fairly well.
There are basically three types of toy companies today and they fall under one of two classifications: The Big Guys and The Small-Timers.
The Big Guys are Hasbro, Mattel and, on a smaller scale, MGA. They are entities that own major/successful brands, and not only produce toys for those brands, but also entertainment. Additionally, they produce toys for major entertainment brands owned by other companies, and they themselves license the rights to produce products for the brands they own to other companies.
The Small-Timers are made up of companies that mostly produce licensed products and rarely own a major brand themselves (Jakks Pacific, Hiya, Jazwares, etc) and by companies that have their own concepts/brands and produce them on a much smaller scale (Boss Fight and that Acid Rain company are good examples). Sometimes Small-Timers like Jakks can have a major success with licensed product, but they rarely approach the volume of the Big Guys. The really small Small-Timers like Boss Fight occupy a niche that's profitable for them.
Now, sometimes, a break-out hit from an original idea happens, like LOL Surprise for MGA, but that's a rarity nowadays. As I mentioned in the post above, it's awfully hard to have a toy brand that's a global phenomenon on its own in the vein of Cabbage Patch Kids or Barbie or the original G.I. Joe without some form of entertainment backing it up.
46 Zone says
Disney, in particular, has shown how to utilize the entertainment side (motion pictures, television, theme park attractions, etc) to drive interest and grow other sectors. Kids see a Disney channel cartoon or Marvel movie, it fires their imaginations and makes them want to take part in what they just saw, they then see the action figures/dolls/play sets/costumes/etc and it gives them a tangible way to take part. Add to it the fact that our society has ridiculously short attention spans, kids are becoming increasingly more sophisticated, and doing it at earlier ages, and you have a situation that demands short product cycles and constant change.
So, in other words, Hasbro is just trying to keep the intellectual properties they own relevant in a world where just making toys isn't enough. They make money, in part, by producing toys for properties licensed from other companies (Disney), but in those instances the entertainment part of it has already been accomplished. All Hasbro does is produce the toys. With their own brands, however, no one is producing the entertainment unless they find someone to do it/do it themselves.
In the case of Micro Machines, it sounds like Hasbro has found someone who is willing to pay them a licensing fee to produce Micro Machine products, which allows Hasbro to then concentrate on other things. Maybe they'll produce Micro Machines entertainment or maybe they won't worry about it and instead just utilize the quick infusion of cash the licensing of such a brand gives them for other projects.
SmokeBellew says
We may never know (at least not for some time) what exactly happened with the club losing the license and just what exactly Hasbro's plans were, but I I think whatever they were, they've changed because I don't think "Hascon" was a success. I also think a big part of why funpub lost the license was due to our own complaints.
BenjaminXavier says
Funpub likely failed because the TF side was losing steam, and there were a TON of complaints from us, the fans.
Now Hasbro is doing "online exclusive select series" for TFs that basically fill the void for the toys the club used to do (G2 sideswipe, red swoop, etc) for a lower price and without the club's problems.
Eventually Hasbro will figure out how to make a con work, they're supposedly trying to move their HQ to LA to be closer to their movie/TV stuff, so we'll see.
Joe was always much smaller than TFs for the club (sales wise) so without that it makes sense to cancel the contract.
BenjaminXavier says
On the actual topic of the thread: if they make GI Joe vehicles as Micro Machines and the quality is good, I'm in. Cheap, small, desk toys from Joe? Sure!
txbart says
Let’s see some G.I Joe Action Fleet!
Ozymandias13 says
Keep reading: Hasbro To Re-Launch Micro Machines Toys - Page 2
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