You know, those $1 shut up toys- Matchbox & Hot Wheels.
Some basic merchandising comments.
So, I was in GS #1 a couple of weeks ago, and took a cruise through the Toy department; The Hot Wheels and Matchbox had been marked down to $.88. I guess this was the end of the Year Merchandise turnover, because what was left (Hot Wheels) ("HW", tm, etc) were a LOT of California Funny Car type items. Didn't really pay much attention to the Matchbox, other than to note that they had about 25% of the shelf space (Hang Tags?) of the HW. This evolution (The loss of Merchandise space for the Matchbox) was observed last year; We're talking the #1-75 (Basic 3" "Shut up" toy) range here.
This week, it looks like the new Merchandise is in; Very disappointing, the HW are entirely dominated by California Kustom Kar stuff. And the Matchbox is only slightly better, a few Trucks, etc, but no vehicles based on Brand Name- some kind of "Urban Wrecker" vs the old GMC Tow Truck, etc. hat happened to "nameplate" models? Explain to the manufactures that it is not a "revenue" source, but free advertising.
Let's see if I can summarize:
1. Nothing but WEIRD things in the Hot Wheels.
2. Matchbox only slightly better.
3. Maisto has appeared at a slightly lower price point, as the only thing resembling a prototype line.
4. Matchbox was supposed to be more "Prototype" oriented (Personal communication, ten years ago?). Matchbox ALWAYS outsold Hot Wheels in the "Rest of the World." Matell seems intent on destroying what was a great global brand. Kids want cars and trucks to play with. Or at least my nephews did when they were younger. Maisto (?) seems to have an equal amount of shelf space (Hang Tags) as Matchbox for their three inch vehicles at Walmart; A much more "Prototype" range, based on real vehicles.
