[Kernel]

^I'm also enjoying this mini resurgence. I can't wait to see how the bossfight studios H.A.C.K.s turn out.

Quote:

Originally Posted by Jmacq1

It's not really a "fad" when it's being pushed as much by the retailers and manufacturers as fan-demand, but I'd note there was a robust 6" Marvel market before there was a 3.75" market at all. There's certainly room for both scales, it's just that highly articulated 3.75" figures have a lower profit margin than 6" figures do these days. That, and now that Hasbro's figured out how to get 6" figures into packages that don't take up that much more space than some of the old 3.75" packages used to, they don't take up that much shelf space either (which was the biggest complaint from retailers about the 6" lines in the past).

It's money that's driving the 6" fad...more accurately the manufacturers and retailers desire for more of it. High-articulation 3.75" figures are pretty much on the way out and may likely never return...at least not at pricepoints that any non-collectors are willing to pay.

How do you know that 6" figures are more profitable? I know the cost of labor has went up in China (which is probably a big part of the cost) but I'm sure the plastic (which the 6" figures use way more of) has to cost something. I feel like the brand manager says that the price point is way more sensitive, but if you don't produce that many 3.75" figures you don't take advantage of economies of scale (buying, selling, and producing in bulk) and the cost per unit increases (or decreases the more you make). I've went to the stores many times and have seen empty MU pegs with the gray dot (which I've heard means that the store has ordered more of them). I still stick to my argument that it's way easier for a parent to pay $10-$13 for a 3.75" toy than it is to pay $20+ for a 6" toy.