Back in 2007 Mattel Toys came up with an ingenious method by which it could sell more of its DC Comics licensed action figures.
Mattel held the DC license for several years prior and while sales were good, they could have been better.
By upping the quality of their figures, offering some clever incentives and targeting the collector market while still appealing to kids Mattel created a winning toy line.
Mattel’s DC Universe Classics Collect & Connect series of toys proved to be a big hit with kids and collectors alike.
Here’s how Mattel did it.
Different Waves of figure were released over the years. The Waves consisted of five 6-inch+ figures. With the figures a separate part of a much larger figure was included.
When all the figures in the series were collected and opened, the piecemeal figure could be assembled.
To add to incentive to buy the complete Waves random ‘alternate’ figures were available on a limited basis.
For example a particular figure may come in two versions: one with its mouth closed, one with it open or there may be an additional part of a uniform or accessory.
Fans went wild!
Kids loved the fact that they owned the whole Wave and got an additional figure thrown in basically for free.
Collectors who were completists would purchase the whole Waves, including the alternate version figures.
Collectors would also buy two complete Waves. One to open and assemble the Collect & Connect figure and another to keep pristine in their bubble packs.
The first Wave to appear featured five characters (with a few variants) that included Batman, The Penguin, Red Tornado, Orion and The Demon, Etrigan. The Collect & Connect figure was Metamorpho.
I own the first and second Waves and of the first Wave my two favorite characters are Orion and Etrigan.
Both figures come float-mounted in form-fitting plastic bubble packs complete with a themed background, an upper DC Universe banner and lower character name banner.
On the back of each bubble pack statistics are provided of the enclosed figure and a full color photo of all of the figures in the Wave, including the Collect & Connect Metamorpho.
I’ve always been a big fan of Jack Kirby’s DC Comics Fourth World Saga that includes among its titles: The New Gods.
One New God is Orion, the son of Darkseid.Orion comes in his traditional red battle armor including his form-fitted silver helmet with side pseudo horns, a red dot forehead decoration and wraparound red strip over the helmet eye slots.
He wears a high-tech vest of gold replete with various knobs and controls that is connected to his twin wrist control rods and weapons attached to long cylinder tubes fastened to foot pads that allow Orion to fly.
His outfit consists of blue collar, red shirt and trousers blue gloves and blue boots with silver decorations.
The figure is highly articulated and poses easily without any aid.
Orion’s face looks as stern and determined as his comic book namesake.
Color application is clean with individual muscle highlights and shadows, smooth facial tones and with no slop-over or rough edges between colors.
I especially like Orion’s weapons array and vest. The attention to detail is topnotch.
The slightly bulky figure showcases Etrigan’s massive chest and arms, powerful legs and lethal claws and teeth.
Etrigan’s face, hands and legs are a deep yellow. He wear a flowing blue tattered cape with silver neck latch, spiked arm gauntlets, a red tunic with briefs and pirate red boots.
With his intense stare, tattered red cape, open clawed hands and crouched posture Etrigan looks like he could leap from his bubble pack.
Like the Orion figure, Etrigan features a clean paint scheme, nice tonal work, clean and pristine lines and no slop-over edges.
His cape folds look real, as does the cape’s shredded appearance.
Articulation is impressive with swing hinges, pivot joints, tilts, ball and socket and torso and neck twists.
Both figures are favorites with collectors and demand high prices, especially the variant figures.
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