With the news of Eric Bischoff and Paul Heyman coming back to the WWE this seemed like the perfect time to address the sweaty 280 lb tattooed elephant in the room.
There’s a general lack of interest in the WWE in general, but that’s managed to seep into the figure category as well.
While I have no doubt Mattel could watch the money roll if they switched to the AEW license, how can they regain the momentum they had with this line just a few short years ago when they blew collectors’ minds by revealing Hulk Hogan, Sting and Razor Ramon at the same San Diego Comic Con?
So glad you asked. Here’s five ways Mattel could get fans hyped for the WWE line again.
1. Make chases harder, not impossible to find
Chase figures are a bane to collectors and a happy source of extra income for scalpers. Mattel execs have been all too eager to set up store exclusives with Target and Wal-Mart. At least with Target there’s a relatively decent shot at getting that unique Elite figure. Most of the time. I never saw a Billy Gunn or Ultimate Warrior from Hall of Champions 4.
But good luck trying to find a Wal-Mart exclusive figure.
I’m at the point where I don’t even bother going to Wal-Mart for chases hoping to find their exclusives and just hope for a deal on eBay. This format doesn’t help Wal-Mart as they’ve missed out on me randomly buying gum, soda or (gasp) even another figure. With less people coming into the stores for these exclusives, Mattel can’t sell Wal-Mart on different lines like the Survivor Series two-packs with Bobby Heenan and Gorilla Monsoon or the Ultimate Deletion set and they inevitably get cancelled. Exclusives don’t have to be a full case, but taking a page out of Walgreens’ book where their exclusives are readily available in stores or online would be a great start.
2. Mix up the lineups more
Instead of every other series needing a Roman Reigns, AJ Styles, Finn Balor and Seth Rollins, Mattel would be better served creating a formula for the top tier stars. No, not that Top Picks line. That’s a well-intentioned idea that’s just taking up all the space on shelves. Spread the main stars out for every four Elite series and every other special line. If parents and children are driving the line, put the main stars and their minuscule outfit changes in every Basic series and leave the more expensive Elite series for more daring character choices.
Also, while Macho Man and Ultimate Warrior figures always sell, Shawn Michaels, Ric Flair, Razor Ramon and Sting figures would probably sell just as well with more figures. There’s no rule that every year has to include the Ultimate Maniacs in one form or the other.
3. Commit to new lines stronger
The Ultimate Edition line looks promising and has some potential, but Mattel needs to show it’s behind this new series in a big way. Show a Stone Cold, The Rock, Charlotte Flair, Becky Lynch, Ric Flair, Sting and Triple H at Comic-Con to convince collectors there’s a future with the line and it won’t be just another flash in the pan like Monsters.
Don’t start a promising line like Hall of Champions or Hall of Fame only to kill it off after a few series. That’s not enough incentive for collectors who have become jaded with the rapid reveals and cancellations of interesting lines.
4. Don’t forget the Legends
Here’s the crazy thing about us collectors with fond memories of the Rock-n-Wrestling, New Generation and Attitude Era — we will do what we need to in order to get new figures. Whether that’s going to GameStop for the latest RetroFest figure, ordering from specific website or rolling the dice on Amazon pre-orders. We’ve got nostalgia and money to burn. Let us spend it. Expand that Target partnership so instead of guys like The Red Rooster and The Shark we can get The Killer Bees or The British Bulldogs.
The RetroFest line at GameStop is ideal for repaint heaven for characters like Sting, Razor Ramon and Shawn Michaels. Crank out those releases more frequently.
Team up with WWE Shop for exclusives like that Bob Backlund that no one could find in stores. Or do a modern vs. flashback two-pack if there’s concerns Legend characters can’t sell on their own.
Also, while the pot may not be as big as it was years ago, there’s still some prominent big names desperate for Mattel legend treatments like The Midnight Express, The Rock n Roll Express, Greg Valentine, Sabu, Raven, Shane Douglas, Sandman, Taz, etc. Time to start prioritizing some new names.
5. Let us in!
Hasbro uses its Pulse website to reveal new figures and set up pre-orders. At the big cons, there’s Q&As with big/semi-prominent websites and a general steady flow of information. It’s OK to let collectors know what’s going on and not occasionally so we’re not relying on third-hand information to know what’s happening with the line. It’s figures not nuclear codes.
Hopefully we’ll see some exciting reveals at Comic Con to pique our interest in the line again. Mattel has done enough that we can’t consider them out for the count, but just like the WWE, the figure line desperately needs a shot in the arm right now. Otherwise more collector dollars are going to be steered toward Marvel Legends, SH Figuarts, Mezco and other companies that aren’t slowing down with their amazing products anytime soon.