[Jmacq1]

Another component to why the line failed was a serious lack of marketing for the toys. It seems to me that Mattel was being extremely conservative with the line. It really didn't get a very big "push" compared to other major movie lines. It came out at a somewhat odd time (after the summer but before Christmas, and about two months before the film hit), and when it was first hitting shelves most people had no clue what it was.

It seemed like by the time the movie actually hit the retailers had already pegged the line as a failure and Mattel had all but written it off. Of course it didn't help that almost every "named" character in the film had a figure made in the first assortments. There wasn't much room for expansion beyond re-releasing new versions of the same characters. Though some "RDA Trooper" and "Na'vi Warrior" troop builders might have been a good idea.

Personally, I think Mattel just sucks at action figure marketing. They're capable of making good product (DCUC, MOTUC) but incapable of successfully pushing them. Maybe they're too content to rest on their Barbie and Hot Wheels laurels.