Something I always wondered
 

Is there some kind of expectation of the number of figures any kid buys in a year? Like, do they actually expect every kid to COLLECT THEM ALL~! or is there a more realistic internal number set when deciding how much to create?

Well if Mattel and their DC Universe Classics figures are anything to go by, then yes they do expect them to buy them all. I want to say I have seen Hasbro say in their Q and A's that they want to know what fans, maybe kids too, want through their purchases. Doesn't mean they listen.

I would assume there is a bit more of a realistic expectation coming from Hasbro.

I would have to agree that it seems that Mattel expects you to buy everything. Those DCUC collect and connect pieces are a prime example of that. If you want to build that figure then you need to buy them all.

Yeah but I'm imagining a single wave being enough for a kid for an entire year. They must expect significant support from adults, much like Hasbro and Star Wars. Or kids are just wealthier these days?

LOL Kids are more spoiled these days that's for sure!

I am sure adult collectors factor into it as well as resellers. I bet there were not a lot of people buying large quantities of toys in the 80's with the intention to sell them years later as the collectibles market grows. Online shopping these days has made that reselling so much more accessible that it is everywhere now.

Hasbro has stated in Q&As and Con panels in the past that they never expect any one person to buy everything they put out, even within just one line (such as TFs). This is why they have multiple price points for each line - so there's something for everyone. In fact, it surprised them that anyone would even try.

Adult collectors and re-sellers certainly factor into sales, but it is such a small ratio compared to kids (maybe 5-8% across all brands, possibly higher for TF, IM and GI Joe). But kids are who they market their products to and that's who they want buying them he. But I do think Hasbro is starting to increase their consideration of older fans and adult collectors as a way of retaining those kids as they grown older.

IIRC that idea was initially the one Toy Biz used to convince retailers to order more Marvel Legends; that's one of the reasons BAF waves were introduced:

• Give fans bigger figures of characters that are bigger than everyone else
• Convince retailers to order more figures