Understanding The Legacy And Impact Of The Vintage Collection

Throughout modern Star Wars collecting, there have been multiple types of collectors. These include the crazy zealots like myself who buy at least one of everything. Then there is the casual collector that only picks up his or her favorite characters. Lastly, there are people like CJ who claim to be collectors, troll collecting fan sites, buy nothing Star Wars toy-related and offer unsolicited opinions about the hobby and what Hasbro should do next. Don’t worry; I’m not singling anyone out, I am merely just expressing that all types of fans exist and are welcome in our community. While we’re all on equal playing fields as collectors, Hasbro does sometimes listen to what the loudest noisemakers are saying. And that all came to pass hugely in 2010 after getting small teases in 2004, 2006 and 2007. A reawakening also transpired in 2017. (more….)

Hasbro produced three sub-lines of vintage Kenner-inspired premium Star Wars action figures in The Original Trilogy Collection and The Saga Collection. (The third “wave” was under The Saga Collection banner but released at the peak of the 30 (77-07) too.) After Hasbro released these gorgeous action figures, collectors decided they couldn’t get enough of them and began prompting Hasbro to make “vintage” a mainline. After all, something needed to change. Despite phenomenal lines like 30 (77-07), The Legacy Collection and Legacy Collection, collector fatigue took over, and distribution issues began to bottleneck the basic figure line at the retail level. Often, up to three new waves of figures arrived at one retailer at once, and then nothing at all arrived at other retailers. It was difficult to play catch-up or find new figures. In fact, many collectors resorted to online purchasing. This form of retail exploded like never before in any previous collecting era.

Because of this, Hasbro conceded a type of defeat. Always careful to hold things close to the vest, they audibly admitted to having an inordinate amount of Star Wars figures stuck in their warehouse throughout 2008, 2009 and 2010. In fact, it was so bad in early 2009 that the release of the red phase of the Legacy Collection was stayed off a couple of months to get out as many of the blue The Legacy Collection figures they could. Keep in mind that, for most collectors, these figures never made it to their local stores in the first place. Never able to find a direct cause to the slowdown in Star Wars collecting, Hasbro admitted it was a multitude of issues. There were fatigued collectors, the collector base and volume of purchases had significantly dropped (MSRP also skyrocketed during this time too), and despite including the best pack-in premium ever into the basic figure line (the Build A Droid gimmick), there was frustration from collectors regarding it. They found it difficult to complete the droids they wanted. (We’re never happy, are we?) For the “few” hardcore collectors that were living the “highlife” during both phases of The Legacy Collection and collecting the miniature masterpieces Hasbro produced during that time, it was an enjoyable time despite seeing signs that something wasn’t right. We also witnessed the beginning of terrible case assortments. Hasbro, more often than not, would start off a brand new line look with a slew of repacks. It’s a trend they sadly continue today. So, things weren’t good by first quarter 2010. You may recall Jedi Temple Archives dropping hints in 2009 that “vintage” would be coming back in full force in 2010. It quickly became the worst kept secret of 2010.

Looking back almost a decade later, hardcore collectors saw Hasbro going this route out of pure desperation and a last-ditch effort to breathe life into Star Wars collecting again. You have to remember that aside from a burgeoning first year of The Clone Wars (which quickly lost its audience ever subsequent year), there was no new Star Wars Entertainment. Hasbro had to rely on the collector base, and they were losing us. What they did next worked. Hasbro woke up the sleeping collector base with the official February 2010 announcement that The Vintage Collection would take its place in the spotlight as the main basic figure line. All gimmicks and pack-in premiums would go the way of the dinosaurs and in their place would be premium vintage Kenner-inspired packaging that would both play on nostalgia (directly and indirectly) and focuses on the entire gamut of the Star Wars saga and its rich timeline. Former collectors came out of the woodwork. Active collectors were elated beyond reason. And Hasbro introduced new collectors (who were enjoying The Clone Wars television series at the time) to a whole new range of Star Wars characters while the longtime collectors basked in its glory. The release of The Vintage Collection was a win-win situation for all. Even those who grumbled at the collection’s name were happy. From August 2010 (although the first wave of The Vintage Collection began spilling out onto shelves in June and July) to somewhere in the 2013 calendar, the first run of The Vintage Collection gave us an incredible 16 waves of some the most significant action figures ever produced. See for yourself.

Check out all of the waves of the original run of The Vintage Collection by clicking the image below. All 16 waves are arranged in order! Links to reviews are also provided.

As the first run of The Vintage Collection wrapped up, JTA also got together multiple fan sites from across the globe and worked on a Special Report entitled “A Digested Look At The Vintage Collection” where we ranked the greatest figures from the line. Hasbro even participated! See the Special Report HERE.

As we reached 2013, all of Hasbro’s lines were in turmoil. The ridiculous actions that were taken to focus as heavily as they did on The Phantom Menace 3D crippled the line in 2012. It came to a screeching halt. All formats and various lines were in turmoil. And the effects were felt for YEARS afterward. Instead of keeping the successful The Vintage Collection the status quo, Hasbro, and retail over-forecasted the whole The Phantom Menace 3D promotion. While 2012 offered some incredible products and fantastic re-releases (things that we appreciate much more now than we did in 2012), the sheer volume of the units of these products was too much for the struggling but growing collector base and new fans learning about Episode I for the first time. We also saw the beginning of the worst case assortments Hasbro had ever compiled. Wave 10 figures were carried-forward more times than could be counted and it bottlenecked The Vintage Collection to a complete standstill. Most collectors never saw the final three or four waves at their local retailers. But they could find plenty of Wave 10 figures at ALL retailers. Hasbro has always stated that The Vintage Collection went away because they wanted to keep it fresh and distinctive. While we’re confident that there is a lot of truth in that statement, we also feel that the “death” it experienced at retail (solely for poor case assortment strategies and volume that exceeded the customer base). Despite this, it didn’t taint our love for the line. It just made us upset that we couldn’t find the figures we finally could add to our collections. But our despair quickly turned to anger.

The audible and visual stress of the Star Wars collecting community was palpable. We all decried Hasbro with ludicrous claims that they were intentionally killing The Vintage Collection. The TPM 3D debacle DID kill The Vintage Collection, but it’s ridiculous to believe it was intentional. The frustration stemmed from the confusion of why the collecting community could see it, but Hasbro could not. We knew from the start that Wave 11 was not looking good at all (with most of the case assortment including The Phantom Menace repacks). Because of the backlog and because Hasbro likely feared that The Vintage Collection had reached its peak in the mainstream, the line was canceled and longtime collectors know that pain that ensued for five years afterward. Once we found out The Vintage Collection was canceled/going into hibernation, longtime collectors immediately began campaigning for its continuation, and for its rebirth. Five years is a long time to whine, but it worked. In April 2018 at Star Wars Celebration Orlando, Hasbro made the grand announcement that The Vintage Collection was returning Spring 2018. (Joe Ninivaggi even asked from the panel in a room with a lot of people in it if I was still conscious.) For the record, I was barely conscious. It was incredible. It was joy-filling. And it was historic. I even started the standing ovation at the end of their presentation.

What makes the return of The Vintage Collection so historical is that during its hibernation Hasbro dropped hints here and there that it wasn’t a cost-feasible line to produce. For the record, I never swallowed those arguments. But many collectors and fans did. In all honesty, it made me very angry that I had fellow collectors that were fine with the 5POA line. It actually hurt some of my friendships which in retrospect I regret. It also forged super strong new friendships with like-minded people. I don’t need anyone to agree with me, but when I am being pushed to accept something, I do not like, well, I rebel. During this awful 5POA era, Hasbro did their best to keep the collector-focused super-articulated 3.75” line alive, but it never felt the same. It seemed like we were just being pacified, and not considered in their plans for the line.

The Black Series [Phase I and Phase II] lines were released during this time, but the packaging was extremely dull, and the character selection was mostly lackluster. Don’t get me wrong. There were some fantastic new figures released during this time, but nothing remarkable. It mainly was all forgettable. By the time we reached the third phase (the red and black boxes), rumors posted by JTA alerted collectors that the 3.75” super-articulated line would become a retailer exclusive. So, instead of canceling the format altogether, Hasbro made one of the biggest mistakes of their careers to date, and they gave the format to Walmart as their store exclusive. We all know the devastation that ensued with that agreement. With so few releases preventing complete engagement from longtime collectors, the dreadful Walmart exclusive line only made us all realize how badly we needed The Vintage Collection than ever before. And I didn’t even mention Walmart’s hideous mishandling of the line, or how avid collectors today have not seen one of the exclusive figures at their local Walmart stores.

Between 2013 and 2017 there were (frankly) annoying collectors who sided with Hasbro on the simple approach to 5POA action figures. But they took their arguments to places where the original intent of Hasbro’s statements was significantly stretched and exaggerated. I personally was the brunt of heavy criticism on social media and forums because of my heavy criticism of the 5POA format. (When will they ever realize I don’t read what is posted negatively about me wherever possible?) But I was adamant that I didn’t believe that Hasbro couldn’t keep The Vintage Collection as a mainline release. There are probably dozens of articles here on JTA explicitly stating this. You also have to keep in mind that The Black Series 6” line just kicked off during this period. And in all honesty, Hasbro placed all of their action figure eggs in the 6” basket. In retrospect, I understand the need to focus on a new format, especially in its infancy. But longtime 3.75” super-articulated collectors felt neglected as it was 5POA or bust. The terribly painted 3.75” The Black Series [Phase I and Phase II] figures were punched in the gut. And then there was a string of unnecessary repacks, a COUPLE of new figures in the Walmart Exclusive line, and a character selection with so few inventive or “out of the box” choices. Sure, there were some fantastic figures after The Vintage Collection’s death, but that missing package was a huge void that couldn’t be filled with anything else.

It’s a fantastic feeling that The Vintage Collection is back. But I would be remiss if I didn’t thank Kenner’s legacy for making me the Star Wars collector I am today. What longtime collector wouldn’t be awestruck by the packaging and the character selection that pays homage to our forming years? It is the passion we have for the original Kenner Star Wars line that has reignited our love for the modern Hasbro line. I think MANY collectors forget this and they are no longer interested in dancing with the one that brung them. I, for one, have never allowed that to be an issue. I cannot get enough of the Original Trilogy goodness, and it’s my prayer that Hasbro gets to it all before I am long gone from this earth.

As you know, many of my peers and I aren’t into the new Disney Star Wars all that much. I have accepted that it is watchable through a particular lens. But that doesn’t mean I have to support or buy the new toys and merchandise that result from it. I don’t need to ever see a Jyn, Rey, Finn, Rose or Poe ever again in super-articulated 3.75” format. I know plenty of people who feel similarly. This has nothing to do with how much I like or dislike the characters. I am in this hobby because of what Kenner did for me. And I am so glad that The Vintage Collection brings that back to me in some form. Whether anyone likes it or not, The Vintage Collection is for the longtime whiny men-babies like myself who would rather have Sim Aloo than my next meal. Hasbro is doing some remarkable things in The Vintage Collection already. Did you ever think we would own a Jabba’s Sail Barge (The Khetanna)? I thought it was a pipedream.

Hasbro has hinted that although we may not be eager for Rey and Kylo repacks in TVC for 2018, 2019 is going to be remarkable. As long as they keep 40 and 50-year-old men children assuaged, they should have no problems. Finish the original 92, update the pre-Special Edition Max Rebo Band, finish off the Special Action Figure Sets, and add a smattering of characters from the Prequel Trilogy, The Clone Wars, Rebels and the Sequel Trilogy as needed. But don’t forget about your customer base who has the income to throw away on toys. You’ve lost a lot of money from us for years. It’s time to get paid!

You’ll be seeing a periodic focus on remembering the original Kenner line in the very near future. We hope you enjoy it. Also, I posted this article the day before Star Wars day intentionally. Be sure to come back tomorrow and experience a new celebration with us as we endeavor down a new path. Oh, and enjoy some of JTA’s exclusive reveals get officially announced on Star WarsDay (May 4th) along with other fantastic announcements as well! Stay tuned!

• Pre-Order Yesterday's Final Gift The Galaxy Reveals
• The Vintage Collection Pulse Exclusives Now On Amazon
• Final TVC & TBS Gift The Galaxy Announcements: Multipacks
• Pre-Order Yesterdays TBS & TVC Announcements
• The Black Series Shadows of the Empire 2-Pack Revealed
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