WGSH Versus DC Retro-Action: Rate of Inflation

[Astronut]

Many people here have mentioned that they believe $18-$20 is fair pricing for the DC Mattel line, based on the rate of inflation today versus the late 70's when Megos were the rage. I disagree with that. I see them at $9.99 each.

I don't know if anyone has actually went to calculate these for rate of inflation but I just did.

I estimated the average price of an 8-inch Mego WGSH figure at $2.99 because that is the amount I remember seeing them go for. Average.

According to The Inflation Calculator I found online:

What cost $2.99 in 1978 would cost $9.72 in 2009.

The DC Mattel figs are priced at $19.99.

I love these things and like I stated before, I am very grateful they have made a return from the dead, but $19.99 each? Really?

Or am I just crazy? Anyone?

[the editor]

Yah - I picked up the Two-Face figure at a TRU last week - not knowing the price. Sadly, my wife was beside me at the cash register and it came up to something like $28 (in Ontario, it's $22.99 + all kinds of ridiculous sales taxes) - she almost made me return it to the shelf but like a diligent 5 yr old - I whined and moaned about it until she finally relented. I've heard it from her every day since about how I paid almost $30 for that crap. So I'm thinking $14.99-$15.99 is a fair MRSP amount.

That being said - If they were $9.99 - I'd buy all of them - twice.

(And yes - I am a bi_tch.)

[CrimsonGhost]

Your logic is flawed in that the product is not exactly the same. The plastic is completely different, the price for production is different, and I'm sure the price for the license is much higher than in the 70's.

I'm actually surprised they are only $20.

[palitoy]

Your logic is flawed in that the product is not exactly the same. The plastic is completely different, the price for production is different, and I'm sure the price for the license is much higher than in the 70's.

I'm actually surprised they are only $20.

Yeah, Mego likely produced 10 times the amount that Mattel is and Economies of Scale are everything.

[Astronut]

I'm actually surprised they are only $20.

Wow. Not trying to be disrespectful but come on now. That is not grounded in reality. MORE THAN $20 for an 8-inch figure? I don't care WHAT the production run is... if a company can't sell an item at a realistic price that people can afford it is doomed for failure. Yeah it is my opinion but I form the opinion based on reality of the market. People are not going to buy NEARLY as many of these when they are (seemingly) priced at around double what they should be.

Again, LOVE 'EM, but I am being realistic here.

[Astronut]

Yeah, Mego likely produced 10 times the amount that Mattel is and Economies of Scale are everything.

I think it's safe to assume that when Mego first manufactured and brought WGSH to market in the early 70's, its production run was not 10 times the amount of Mattel's.

When a company first manufactures an item, a new item, it obviously cannot make the big margins on the item until later runs. After a year or two and seven ba-jillion of the items have rolled off the line, the cogs go down. THAT'S when the company makes up for the initial slim or zero margin. That's how I understand it.

[pmwasson]

How many other super-hero action figures were available in 1978? How many are available now?

Today's Mego-like figures are a boutique market with boutique prices. Back then they were mainstream toys.

I'm just happy I can buy anything!

[Werewolf]

Yeah, Mego likely produced 10 times the amount that Mattel is and Economies of Scale are everything.

Yeah, I think people are ignoring the points I made of Barbie's huge mass market production runs versus the tiny runs of limited niche market items.

[Astronut]

Your logic is flawed in that the product is not exactly the same. The plastic is completely different, the price for production is different, and I'm sure the price for the license is much higher than in the 70's.

I'm actually surprised they are only $20.

Also, with a straight face, can you honestly say that a typical consumer is going to look at these figures (the size, the cheap-retro look etc) and then look at that $19.99 pricepoint and not say to themselves, "Wow, that seems kinda high..." Of COURSE these are priced too high. You don't have to have a degree in economics to see that.

[Astronut]

Yeah, I think people are ignoring the points I made of Barbie's huge mass market production runs versus the tiny runs of limited niche market items.

I didn't ignore that, I understand what you're saying. But I think I have a valid argument (read posts above).

Not trying to be an a hole here, I love the product, I am just stating my opinion re: the price.

[jacoblb]

I think the opther aspect in relation to cost is what the perspective buyers are willing to pay. While I do agree that Mattel ought to reduce the price for the retro line, indeed not just on their retro figures because I stopped buying DC Universe figures due to their $5 increase, but $20 seems to be the norm of which people are paying for these types of figures. Castaway, BBP, et al., charge just as much.

[Astronut]

Today's Mego-like figures are a boutique market with boutique prices. Back then they were mainstream toys.

I guess I am naive then, I thought that since these were being sold at TRU (Joe Bag-o-Donuts brick-n-mortar retail chain) the idea was to get these selling at a wider range. Little Johnny. My little Johnny. Your little Johnny. No? We really want to price them at a level that limits to hardcore collectors? That's not how I imagined it. And I don't think that's how "it has to be" if Mattel looked at the big picture. Burn bright and burn out fast. That's what's going to happen and it's kind of sad IMO.

[Werewolf]

I didn't ignore that, I understand what you're saying. But I think I have a valid argument (read posts above).

Just try and keep in mind Mattel sells millions of Barbies. Barbie will sell more dolls in a couple of hours than the entire production runs of most collector toys. Barbie also doesn't have a license fee.

[palitoy]

I think it's safe to assume that when Mego first manufactured and brought WGSH to market in the early 70's, its production run was not 10 times the amount of Mattel's.

No it's not safe to assume that, it's incorrect. It may be more like 20 times, Mego sold more than one million Action Jacksons in 1972, one could conjecture that Superman would fair even better.

The fact of the matter is, Retro Action is a boutique brand, not a mass market item like the original WGSH. Mego sold them everywhere, not four pegs at one chain. If Retro Action was also at Wal-Mart and Target, it would be a different story.

Is $20 too high? Yeah, I think $17.99 would be better but every Mattel DC comics line is about $2-$3 too expensive IMO. I think it says a lot about the high cost of licensing these days.

[samurainoir]

Something else to consider when wander the aisles of TRU (at least in Canada). The 3 3/4" figures like GI Joe, Marvel Universe/Iron Man/Spiderman, Star Wars etc. are selling for about ten bucks.