Either someone left or someone will be leaving. Not like we need another packaging segmentbsince the licensing has been weak as sh¡t!
8 replies (most recent on top)
Are we really lowering ourselves to start talking about Imaginext and JP5 toys? Do you even know that Imaginext is always a heartbeat away from being delisted because we give such little margin to the retailer? If it weren't for Batman, there wouldn't even BE an Imaginext as it makes up 75% of the volume. JP5 is a no brainer but for all the effort and cost you'll put into it, why don't you just resurrect all the other dino toys in Imaginext you've done and just re-deco and re-package them? The license is what will drive sales - not the over-engineered, over-thought product. Put your effort in redefining what Imaginext is. It's 17 years old and migrated from a contruction system to a figure/accessory business. It's time to re-invent it all from scratch because it's gotten boring and predictable (Batcave, Bat-Robot, Repeat).
Out of touch with the consumer? Perish the thought, that's not even possible. We spend millions annually on the good Dr. Shore, a massive Consumer Insights group, and endless focus group tests. WE are driving the bus! Over a cliff, of course, but we're behind the wheel. And behind the times. And behind the curve. I'm glad the founders aren't here to see how effed up this place is.
Imaginext is consistently putting out some of the best toy lines in the industry. I can't wait to see what the teams dreamed up for the Jurassic World license, who does dino toys better the the EA Boys Team?
I believe the point was that we are so out of touch with the consumer that we are still producing drivers with ridiculous price points that consumers just don’t want. regardless of the locale. we have a leadership that has misguided direction when it comes to toy manufacturing. at least the batbot does connect to your homes wifi and spy on you.
To last poster:
Can I ask, with all seriousness, as an ES Mattel designer, what in the heck YOU were doing at Comicon?! It's not like you guys work on ANYTHING that's of any value or significance for that show. At least EA puts out the majority of Batman and DC Comics toys - that's right, since the signing of the master toy agreements over 10 years ago, EA (with Imaginext and Little People) have consistently year over year sold more than twice the amount of Batman/DC product that ES has sold (and that includes hotwheels, boys action and Barbie).
It's ok to throw stones - heck, it's freedom of speech in America, right? - but if you DON'T first own up to your own failings, someone else will be there to BROADCAST them. Me.
so who wound up getting the boot? After seeing the overpriced imaginext bat-bot crap at comic-con i hope it was a mistake and meant for an EA designer. that was an epic pile of excrement.
What we need is less millennials in Design. They don't have any talent, are lazy and cry over every little thing. "I demand to be promoted to VP because I've been here for 3 months or I'll cry! Waaah! Waaah! Waaaah!"
Maybe you need another useless re-branding to appeal to millennials.