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Welcome to Toy Fair, 2012!
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Mattel
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A couple years ago, I couldn't stop talking about how Mattel was roaring up from
behind, overtaking Hasbro in both energy and the creative utilization of their
core brands. Unfortunately, that feeling has all but vanished, and was seconded
by their lack-luster showing at Toy Fair this year. Admittedly I'm very excited
about Voltron, but Ghostbusters is clearly on the way out and even Masters of the
Universe Classics is feeling a bit long in the tooth.
The Hoverboard was cool looking - and something that only Mattel could make - but
the prohibition on photography was confusing for an item that goes up for pre-sale
on March 1st and looks identical to the prop in the film. Also - anytime since the
show that I've told someone about the upcoming Hoverboard, they ask if it hovers. When
I say obviously not - they ask why did Mattel bother, and it's not even 2015. I don't have
a good answer for that question.
What really sealed the deal,
though, was the prohibition of entry to their extended gallery - always a highlight
of the show for me in prior years. This is all just one man's opinion - I dislike being
so negative but in all this coverage I try to impart my impression of things as honestly as I can.
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Product Images (2/12/2012):
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