It's always interesting when you switch companies and see the same brands pop up. Here's an example of where, despite the amazing talent, creativity and execution of my team, due to entertainment business factors completely out of our control, the brand would have actually been better off at my previous company. Toy Stories Chapter 20: LBX ! Shout out to Daizo Uehara!
While I was still at Spin Master, the action figure group was showing a new property in a secret showroom that the were on the brink of acquiring. So imagine my surprise when I arrived at Bandai only to find that very same brand was now part of my new brand portfolio!
LBX was a cool action property that was tearing it up in Japan, both on TV and in the stores. The ratings in Japan were through the roof! However, when we pitched it to stateside entertainment partners like Cartoon Network, they saw it as a purely commercial play, and favored Spin Master for “those kind of shows,” and subsequently took one of their properties instead. The model kits were the key driver for success in Japan, but the Total Destruction line that our US team created is one of my favorite lines that was never actually released. One hit from a missile blew up the figures, but kept it connected so that pieces wouldn’t go missing. Then the kid would fold them back together again, just like Bakugan or NASCAR Bashers. Coincidentally, of course.
We presented the LBX line to retailers, and received universally strong feedback, provided we got strong TV show placement. However, our entertainment partners got the show on Nicktoons, and retailers did not consider that strong enough TV placement (and they were right). Great product, great license, but insufficient business model! You need all three!
McHALE DESIGN CASE STUDY: MONSTERVERSE- THE LEGEND CONTINUES…
Build-A-Bear Celebrates National Teddy Bear Day with Donation to The Toy Foundation™
Toy Foundation Auction is Now Open for Your Bids
Bracelets, Stickers, and Viral Fame: The Story Behind Sky Castle Toys’ Sticki Rolls
Chrissy Fagerholt: Luck is when Preparation Meets Opportunity!
Book Review: Storm: Dawn of a Goddess by Tiffany D. Jackson
Book Review: Erno Rubik and his Magic Cube by Kerry Aradhya
Game Review: Trip Chaser
Learning Express Toys Hosts 25th Annual Convention & Toy Expo at JW Marriott Tucson
Submit Your LA Showroom Details for 2025 Toy Previews
Randy Klimpert Shares his Ukulele Collection
Steve Casino Peanut Art
Everyone's Talking about POP!
Princess Etch - a Multi-Talented Etch A Sketch Artist
Joseph Herscher of Joseph' s Machines.
Connie Vogelmann designed Apiary & Wyrmspan!
Bob Fuhrer... Is THE Crocodile Dentist!
Tom Dusenberry... Bought Atari, Wizards of the Coast, and Avalon Hill!
Matt Leacock created Pandemic... the game!
Scott Brown and Tim Swindle... are Launching a New Sport!
POPDuo: Richard Dickson, Mattel’s President & COO, and Kedar Narayan, Young Inventor Challenge AMB
POPDuo: Will Shortz and Josh Wardle
POP Duo: Elan Lee, Co-Founder, Exploding Kittens.and Jeff Probst, Host and Exec Producer, Survivor
POP Duo: David Fuhrer, MNG Director, Blue Sq Innovations & Shawn Green, past Dodgers & Mets MLB Star
POP Duo: Bob Fuhrer, Founder, Nextoy and Tom Fazio, Golf Course Designer