Matty Collector Subscriptions Extended . . . Again
Mattel’s attempt at collecting subscribers for their various collector lines doesn’t seem to be going all that well this year. Twice now they’ve extended the subscription opening which is obviously a sign that their chosen model for subscriptions simply is not working. I’ve written twice now about the 2012 subscriptions (DC Universe subscription post, Masters of the Universe Classics subscription post), but rather than focus on why these subscriptions are struggling let’s explore some ideas that could make these succeed.
Announce All of the Releases Now
Toy design and manufacturing at the scale Mattel operates at isn’t a spontaneous thing and it’s difficult to accept that Mattel hasn’t finalized the majority of their 2012 releases. So just make decisions and then publicize a complete list of the toys that will be released under the subscriptions. Where possible show photos of prototypes or finished designs, but even without pictures give us a final list for the year.
Give Subscribers a Discount
Even as little as 15% off would be an incentive for collectors to get into the action and subscribe to one of the lines. I know there Mattel isn’t in a position to offer discounted shipping — shipping costs continue to climb — but I cannot see how their profit margin doesn’t allow for a small discount for subscribers.
Allow People to Subscribe at Any Time
Don’t offer a tiny window of time — especially after a major convention when a lot of fans have spent their money on show exclusives — but instead structure a subscription system that allows fans to join at any time. I know that manufacturing has lead times, so offer subscriptions a way to join with their subscription starting four months after they sign on. And put a deadline for receiving the subscription exclusive figure/items; say all subscribers who join by October 31, 2011 (to choose a date) get the items. Anyone subscribing after that point just doesn’t get the exclusives.
Offer Early Ordering
So a few times now Mattel has offered toys that were in stores on their website. Well, offer subscribers a chance to order those mass-released toys early; give them a subscribers only page where they can order toys before the toys are opened up to the public. It’s a small thing, but I’m betting that there have been a few times in the past when fans would have been happy to have not been forced to wade into the red screen hell of open ordering on Matty Collector.
Basically, just offer more than the current subscription model does. And if anything I’ve suggested is too difficult for Mattel to execute then I question the long-term viability of Matty Collector, because I haven’t written anything that isn’t already being done by other subscriptions from other companies. Take a look at how magazine subscriptions work and you can see many practices that Mattel — and fans — would benefit from.
One other problem with their current business model that I have never heard addressed: The one year I did subscribe to MOTUC they made it sound as though there would be other benefits to subscribers (besides the bonus figure and map) like some goodies or something to that effect. The only thing they added was an $8 off coupon if you bundled Battle Cat with your order (basically a shipping stipend that should already be waved for subscribers…but that’s another diatribe.)
I understand it’s ‘business,’ but the sub model needs to benefit the customer a bit more – it’s way too biased toward benefiting Mattel alone.
These are all great suggestions to improve the subscription service, especially announcing all the figures in advance. I just don’t understand why Mattel would expect us to commit to buying figures when we don’t even know what we’re committing to.
Although even if all these suggestions were implemented, I doubt I would subscribe. Subscriptions are for completists and I would never be a completist for any of these lines (unless they did something cool with the Green Lantern movie figures). But I’d love it if Mattel had some sort of preorder option so that I wouldn’t have to fight the White Screen of Death whenever I want a MattyCollector figure.
It’s going to be weird to see DCUC go away. I hate to say it, but it looks like that’s what’s going to happen on the 22nd. As much as I hate the costs of these figures, I do still have a soft spot for them and wish that they got a better deal than they did.
I wish I could say I see something more positive in the future than the line failing at retail in 2012 and disappearing forever, but with primarily newer designs of characters that kids may not recognize, focus on big guns that collectors already have, and the already unfriendly price tag, I figure making it to 2013 would be a feat.
Now I’m curious. If somehow Infinite Earths makes a huge comeback and moves forward, but the retail line failed in 2012, would they still make Infinite Earths figures for Mattycollector going forward?
@Phil – the only one that can’t be done is the “rolling subscription”, at least not without some specific logistics being invoked. They do the budget for MOTU one year at a time – which is why we get a Thunder Punch He-Man in the same year we can get a Sorceress, Demo Man, and Fisto.
The guys who scream about pre-orders seem to miss the idea that a 100% tool figure would be subject to the dreaded MattyThermometer to see production, or have a variable cost that went down as more people bought it (I could never see them doing this).