Hasbro dismisses rumours that they’re letting go of Marvel Legends…
Hasbro announced that they’re extending Merchandising Strategic Licensing Agreements up to the year 2017. This includes global rights (except Japan) to make toys and games based on Marvel properties. This will include the 6-inch Marvel Legends line, Marvel and Columbia Pictures theatrical releases, all Marvel Super Hero brands including SpiderMan, Iron Man, the Avengers, X-Men, Thor, and Captain America.
Is this good news or bad news? For me, it’s bad news. Ever since Hasbro took hold of the Marvel Legends line – the quality of the entire line suffered. From the choice of the line-up, to paint, articulation, extras included with each figure, etc. Now for those of you who think otherwise, fine…sound-off. But remember, Hasbro’s also concentrating on their new Marvel Universe toyline, which consists of 3.75 inch action figures – delaying the next series of Marvel Legends. This adds a long line in-between series of Marvel Legends. And they’ll be pushing these amid the delay, counting on the fact that collectors will surely jump-in on the new 3.75 scale. Start collecting on another line, that’s what they intend to do.
More from Hasbro’s Corporate news from their site:
The license extension guarantees $100 million in royalties with the potential to earn up to an additional $140 million in royalty guarantees, contingent upon the release during the extension period of Marvel character based films that satisfy certain criteria.
In 2009, Hasbro is bringing to market a line of products based on the upcoming May 1 release of the movie X-Men Origins: Wolverine, as well as great classic lines behind Spider-Man, Iron Man, Super Hero Squad & the Marvel Universe. Hasbro is also planning product and marketing programs based on several upcoming releases like Iron Man 2, Thor, The First Avenger: Captain America, and The Avengers.
“Hasbro is thrilled to extend our relationship with Marvel and Spider-Man Merchandising through 2017,” said Brian Goldner, Hasbro’s President and CEO. “Through the years, Hasbro has consistently stayed on strategy as a brand driven company focused on our Hasbro brands, while selectively aligning ourselves with the best possible global licenses. As we’ve seen over the past several years, our licensing arrangement with Marvel and Spider-Man Merchandising gives Hasbro an even greater opportunity to expand our leadership position in the boys category.”
“Hasbro’s ability to secure this license through 2017 speaks to our execution as brand stewards and our ability to translate Marvel and Spider-Man Merchandising’s amazing intellectual properties into great toys and games,” said John Frascotti, Hasbro’s Global Chief Marketing Officer. “Based on our successful relationship to date, and in looking at the scheduled slate of theatrical releases in the years ahead, we feel very fortunate to have access to these great brands for such a length of time.”
*sigh* Well, I wished that the rumours were true that Hasbro was letting go of the line. It’s like Dark Reign… on plastic. :p
Well I don’t want to be entirely pessimistic so here’s hoping that they improve anyway, en route to 2017…
