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  I’ve been collecting superhero figures for two and a half years and in that time, I have managed to find my way into collecting a wide assortment of characters. These include Marvel, DC, Masters of the Universe, Power Rangers, GI Joe, Star Wars, Gargoyle’s, Thundercats, Silverhawks, Ninja Turtles, and most recently Mythic Legions. Being a participant in that many lines will eat a hole in your wallet quickly! It can be daunting trying to figure out what to collect. Prices and functionality can vary greatly. And character accuracy can be elusive. How many articulation points are needed? And will there be a better version coming sooner than I can say “Spider-Man”?! Fortunately, I’ve found an array of figure review channels on YouTube to help sort it all out (and they share my zeal for collecting!) It’s a fun community to be a part of, after all, the characters we collect have a rich history in print media and television and most definitely pluck at our nostalgia heartstrings! I’m drawn to presenters who know the source material; they’re honest and constructive with their criticisms; ideally, they cover several lines; and most importantly they make their presentations fun and engaging. They take into consideration the points of articulation, accurate paint application, the body mold used for the figure (is it outdated), the number and usefulness of accessories, and price. I don’t intend to rank them with the exception that my favorite five channels will be listed at the end. I want to promote the remainder of my favorites first so that you’ll make sure and give them all a visit! Hopefully you will find them as helpful as I do and have a few laughs along the way!-OGI Universe-DC Multiverse Collector -Pearlescent Toys-Asoka the Geek-Xmanny87-Dan Who? Reviews-Toy Bro-Analog Toys-Pixel Dan Top 51. 5POA Figure Reviews2. Toy Shiz3. Brad The DC Universe Geek4. MCUcollector245. ShartimusPrime

San Diego Comic-Con 2025 delivered a stacked lineup from Hasbro across all major lines — Marvel, Star Wars, Transformers, and G.I. Joe. From animated revivals to cross-brand collabs, collectors were hit with wave after wave of reveals, exclusives, and pre-order chaos. Here’s a full breakdown of the most talked-about drops, including some hidden gems you’ll want to track before they disappear. Marvel Legends – X-Men ’97 Takes Center Stage Hasbro leaned hard into the X-Men ’97 hype, revealing a full wave of figures featuring updated sculpts and animated styling. Standouts include: Logan, Jubilee, Morph, Sunspot, Emma Frost, and Cable Comic-style packaging and bright, retro color palettes Pre-orders went live during the con and are expected to ship this fall Collectors praised the wave for blending nostalgia with fresh articulation and show accuracy. Transformers x Hot Wheels – Unexpected & Awesome Mattel and Hasbro’s ongoing crossover gave us SDCC exclusives like: Bone Shaker Prime and Twin Mill Soundwave, turning classic Hot Wheels cars into fully poseable Transformers Limited quantities dropped on July 26 through Pulse These were sleeper hits — and sold out fast. G.I. Joe Classified – Deep Cuts & Fan Favorites The Classified Series expanded with new characters and troop-builder sets that scratched multiple collector itches: Sci-Fi, Mainframe, Wet-Suit, and Grim Viper Cobra Desert Scorpion with SKRP10N drone Steel Corps Sentry & Modular Defense Post (Hasbro Pulse exclusive) As always, Hasbro brought army-builder energy and ARAH nostalgia to the booth. Star Wars: The Black Series – Clone Wars, OT, and Disney+ Unite The Black Series had something for every corner of the galaxy. Highlights included: Asajj Ventress (Bounty Hunter) – Her post-Sith look from The Clone Wars, with dual red lightsabers and a new helmet sculpt. A long-awaited update for fans of the EU and animation canon. Jango Fett – New sculpt, removable helmet, and blaster accessories The Stranger (Qimir) from The Acolyte Darth Vader & Luke Skywalker 2-pack from Empire Strikes Back Anakin Skywalker & Clone Captain Rex – A Pulse exclusive deluxe set Qimir, in particular, generated major buzz as he's never made it to plastic form — making him one of SDCC’s most in-demand pre-orders. Final Thoughts Hasbro showed up strong across every fandom this year, but the Black Series and Marvel Legends waves arguably stole the spotlight. From long-requested characters like Ventress to modern reinventions like X-Men ’97, SDCC 2025 reminded us why this event still sets the tone for collectors the rest of the year. Want to grab what you missed? We’re tracking restocks, late drops, and post-con listings — follow New Meta for updates and exclusive availability alerts.

Today, we're featuring one of our newest partners, T3 Collects, whose YouTube channel specializes in toy hunting across Northern California. From Redding to Sacramento, T3 Collects has scoped out some of the best spots for tracking down Marvel Legends, Star Wars, Transformers, DC Multiverse, WWE, and TMNT figures. Here are some of his tips and local recommendations to level up your next toy hunt. Redding: Unleashing Your Inner Hunter Redding offers a few standout spots for collectors. H&B Sports Cards, established in 2020, is a great place to find sports cards and Pokémon cards. Something Old Something Nouveau is another must-visit, offering vintage toys, comic books, Magic cards, sports memorabilia, and Pokémon collectibles. If you're in Redding during August, check out Sundial Bridge Comic Con — a family-friendly event packed with comics, toys, cosplay, art, and celebrity guests, including voice actors from hits like The Regular Show and X-Men '97. Chico: Hidden Treasures and Comic Conventions Chico’s downtown is home to some fantastic shops for action figure hunting. BAT Comics & Games, a local favorite since 1993, stocks comics, games, anime and manga plushies, action figures, and posters. Collectors Ink, a family-owned shop, offers comics, games, trading cards, and other collectibles, with a knowledgeable staff ready to help you find that elusive figure. Be sure to check out the Chico Toy-Anime-Comic Con, held at the Chico Women’s Club. It’s a great place to browse vendor tables, join cosplay contests, and meet other collectors. Sacramento: A Vibrant Collector's Scene Sacramento’s comic and collectible scene is thriving, with plenty of stores to explore. World’s Best Comics and Toys has an impressive selection of comic books, action figures, posters, and collectibles. G. Willikers Toy Emporium, located in the Old Sacramento Waterfront district, features a wide range of classic and modern toys, though some may come at a premium price. Other popular stops include Big Brother Comics, Empire’s Comic Vault, and A-1 Comics, all offering unique selections for comic and figure collectors. Major events like SacAnime (held at the SAFE Credit Union Convention Center) and VerseCon are also must-attend gatherings for pop culture fans, featuring toys, games, and collectibles. Tips for a Successful Hunt Patience is key: Finding rare action figures often requires persistence and repeat visits to local stores. Explore beyond the obvious: Don’t limit yourself to just the toy aisle. Check clearance sections, or visit discount retailers like Ross, TJ Maxx, and Burlington Coat Factory for surprise finds. Network with fellow collectors: Online forums like Collector Freaks Collectibles Forum and Toyark Toy Forums can be invaluable for learning about new releases, restocks, and local events. Happy hunting! May your Northern California adventures be filled with exciting finds, unique collectibles, and new additions to your shelf.

Once upon a time, toys were just for kids. You’d get a birthday gift, lose a few accessories, maybe break an arm off, and toss it all in a box before moving on to the next big thing. But today? That same box might be worth hundreds—and it's adults who are fueling the frenzy. The rise of collector culture has changed the toy industry from top to bottom. It’s not just about nostalgia anymore—it’s about passion, investment, community, and curation. And it’s only growing. Adults Now Dominate the Toy Aisle Data from the Toy Association and major retailers shows that “kidults”—adults who actively buy toys for themselves—now represent over 40% of the toy-buying market. That number is expected to grow. Why? Nostalgia hits hard: Millennial and Gen X collectors now have disposable income and a deep emotional connection to brands like Marvel, Star Wars, TMNT, and Transformers. Display is the new play: Toys are no longer tossed in bins—they’re posed, photographed, and proudly displayed like art. The collector economy is real: Between limited editions, short production runs, and aftermarket values, toy collecting is also part of a real investment culture. More Than Toys—It’s Identity For many collectors, toys aren't just collectibles—they're identity markers. Owning a full Spider-Verse shelf, a pristine Gundam build, or a full wave of retro TMNT reissues is about more than fandom—it's storytelling, community, and even mental wellness. Social media plays a major role here. Toy photography, collector YouTube channels, TikTok hauls, and Instagram shelfies have created a global network of fans showing off their collections and supporting one another. How the Industry Is Responding Manufacturers aren’t just noticing—they’re leaning in. Take a look: Hasbro’s Marvel Legends and Star Wars Black Series are loaded with collector-first features: articulation, accessories, and packaging designed to display. McFarlane’s DC Multiverse line targets adult collectors with comic-accurate sculpts and short-run variants. Jada Toys has made huge waves with their Street Fighter and Mega Man lines—clearly built by fans, for fans. Even retailers like Target and Walmart have created dedicated “Collector Spot” and “NECA Haulathon” sections to cater to this exploding market. Where New Meta Fits In At New Meta, we live and breathe this culture. We’re not just reselling toys—we’re part of the same hunt, the same excitement, and the same shelf space struggle as our customers. Our mission is simple: make it easier for collectors to get what they love without the stress. That means: Transparent pre-orders (no guessing games) Careful shipping (because condition matters) Curated selections from top lines and emerging favorites Final Thought The toy industry has grown up—and so have the fans. What used to be a trip down memory lane is now a thriving, creative, and competitive space where adults are the biggest players. And honestly? We’re just getting started.

McFarlane Toys’ run with the DC Multiverse line is coming to an end — but this isn’t the end of the road for Todd McFarlane’s iconic toy brand. In fact, it might be the start of something bigger. For years, McFarlane Toys has been synonymous with the DC Multiverse line — pushing out dozens of highly detailed, affordable 7-inch action figures that covered everything from obscure comic arcs to blockbuster films. From the stunning “Three Jokers” wave to ambitious Build-A-Figure experiments like The Darkfather, the line earned a strong collector following and helped McFarlane stake a claim in mainstream retail toy aisles. The End of an Era News that McFarlane would be losing the DC license shook the toy community. Whether the decision was driven by Warner Bros.' licensing pivot, pressure from competitors, or just the end of a contract cycle, one thing is clear: the DC Multiverse line, as we know it, is winding down. Final waves are rolling out, and with them, likely the last chance for collectors to grab new releases from this era. What It Means for Collectors Expect prices to rise on key figures — especially ones tied to milestone stories or characters we’re unlikely to see again anytime soon. Completionists may be in scramble mode. And if you’ve been on the fence about certain waves, now might be your last chance to pick them up at retail price before the secondary market spikes. Where Does McFarlane Go from Here? This isn't the first time McFarlane has faced a shift — and if Todd's history shows anything, it’s that he thrives on reinvention. So what’s next? Spawn Universe Expansion: With his own IP at his fingertips, Todd could double down on Spawn and its growing roster. We’ve already seen early moves here — expect more waves, new characters, and maybe cross-media tie-ins. Indie Comics & Creator-Owned Partnerships: Imagine McFarlane handling The Walking Dead in a more expansive way, or forging new deals with creators from Image, BOOM!, or Dark Horse to bring beloved characters to life. Horror & Gaming: This could be McFarlane’s golden opportunity to dominate in horror and gaming figures. Think more Five Nights at Freddy’s, Mortal Kombat, Doom, and maybe even new cult horror licenses. Original IPs or Crossovers: With fewer constraints, we might see new McFarlane Originals — or perhaps a multiverse of his own, mashing up aesthetics from decades of work. Final Thoughts Losing a major license is tough, but it’s far from a death knell. McFarlane Toys has always been about bold, stylized figures with a deep respect for collectors. The DC chapter may be closing, but a new one is beginning — and we’re excited to see what Todd does next.

10. Bucky Barnes (Marvel Legends – Winter Soldier/Cap Variant) He’s been the brainwashed villain, the conflicted anti-hero, and even a temporary stand-in for Captain America. Bucky represents the messier side of patriotism — loyalty tested through trauma and redemption. And let’s face it, when he carries the shield, there’s something raw and powerful about seeing a wounded soldier still step up to defend others. He’s a reminder that sometimes the most patriotic acts come from those who’ve been through the worst and still choose to fight for good. 9. Wonder Woman (McFarlane / DC Multiverse) She may hail from Themyscira, but Wonder Woman embodies the spirit of American ideals arguably more than most actual Americans. Truth, justice, compassion, and the willingness to fight tyranny wherever it hides — Diana is a living symbol of those values. With her sword, shield, and unbreakable will, she brings dignity to every battle and serves as a reminder that strength doesn’t have to come at the cost of mercy. 8. Optimus Prime (Transformers) No, he’s not American — but come on. He’s a semi-truck who delivers liberty-themed monologues and throws himself into danger every time his crew is threatened. Optimus doesn’t just lead; he inspires. His belief that “freedom is the right of all sentient beings” might as well be printed on a bumper sticker next to an eagle. He’s the kind of leader we all wish we had — brave, selfless, and entirely voice-acted by the American dream. 7. John Cena (WWE Elite Collection) You can’t see him, but you can definitely feel the patriotism. Cena enters arenas like a firework display wrapped in denim shorts, and his dedication to service — both in and out of the ring — makes him a true symbol of hustle, loyalty, and respect. He’s a walking Independence Day celebration. Plus, no one salutes mid-backflip quite like him. 6. Duke (G.I. Joe Classified) The quintessential G.I. Joe. Duke is the kind of guy who probably starts his day with a protein shake, an early-morning jog, and a flag raising. He leads by example, always ready to put himself on the line — whether that’s against Cobra or a poorly balanced bookshelf. From his buzzcut to his boots, Duke is the action figure embodiment of “serve and protect.” Every kid who played with him in the ‘80s knew exactly who the good guys were. 5. Guile (Jada Toys Street Fighter) Guile’s entire character design screams military pride. He’s got the camo pants, the attitude, and a haircut so flat it could land planes. And let’s not forget that Sonic Boom — a move so absurdly American it probably violates noise ordinances in 38 states. He’s part drill sergeant, part rock concert, and every bit the embodiment of hard-hitting, stars-and-stripes combat swagger. 4. The Fantastic Four (Marvel Legends) They’re not just superheroes — they’re America’s weirdest, most lovable science experiment. Reed Richards, Sue Storm, Johnny Storm, and Ben Grimm gave an entire generation their first taste of space-age family dysfunction and summer blockbuster energy. And let’s be honest — nothing says “4th of July” quite like catching one of their movies on a hot afternoon while drinking soda out of a plastic cup with a bendy straw. They’re bold, brilliant, and always willing to risk everything for Earth — the ultimate all-American superhero family. 3. Sgt. Slaughter (G.I. Joe Classified / Valaverse) He doesn’t just look like he came out of a recruitment poster — he is the recruitment poster. Sgt. Slaughter’s sheer presence demands respect. His figure is a boot camp in plastic form: all business, no nonsense, and probably capable of yelling even from the inside of the blister pack. If you ever needed a figure to lead your shelf into metaphorical battle, this is the guy. He’s a legend, both in the ring and on the battlefield, and his inclusion in any collection is practically patriotic duty. 2. Superman (McFarlane DC Multiverse) Clark Kent isn’t just America’s first superhero — he’s the immigrant success story baked right into the mythos of the country. Raised on a Kansas farm, instilled with old-school values, and gifted with the power to literally move planets, Superman is the idealized version of what America wants to be. Truth, justice, and hope wrapped in a red cape. His love for humanity — even with all its flaws — is what makes him a truly patriotic icon. He’s not here to dominate or rule; he’s here to uplift. That’s real heroism. 1. Captain America (Marvel Legends) There could only be one at the top. Steve Rogers is the embodiment of the American ideal — not the commercialized version, but the one that stands up for the underdog, questions authority when it fails people, and always fights for what’s right, no matter how hard it gets. He’s been frozen, betrayed, and beaten down, but he always gets back up. The shield, the suit, the sacrifice — it’s all part of a legacy that reminds us what freedom really means. And let’s face it: every collection needs a Captain. Final Thoughts This 4th of July, between the BBQs and the fireworks, take a moment to appreciate the plastic patriots holding the line on your shelves. Whether you grew up with them, discovered them as an adult, or simply admire their symbolism, these figures represent more than just characters — they’re snapshots of values, nostalgia, and a little piece of what makes collecting such a uniquely personal (and occasionally patriotic) passion.

Pre-orders are a major part of the collector world—but they can also be a source of confusion and frustration. Why does it take months to get a figure? Why do dates change? At New Meta, we wanted to pull back the curtain and explain what’s really going on behind the scenes when you place a pre-order. How the Pre-Order Process Actually Works Retailers like New Meta don’t stock everything the moment it’s announced. When a brand like Hasbro or McFarlane reveals a new wave of figures, they typically open up orders to distributors first. Retailers place their orders based on projected demand—months before any product actually ships. Then, manufacturers begin producing the inventory, which usually takes several months. This includes sculpting final tooling, painting, packaging, and shipping from overseas factories. Delays at any point in that process (from factory closures to port congestion) ripple downstream and push your pre-order further out. Why Pre-Order Windows Are Important From the retailer’s perspective, pre-orders are more than just reservations—they’re a way to predict how much product to bring in. Most specialty toy stores don’t have unlimited warehouse space or capital, so we rely on pre-orders to determine how many units we should commit to. If 30 people pre-order a figure, we might order 40 or 50. But if no one pre-orders it, we may skip it entirely or bring in just a few—meaning it may sell out quickly or never be restocked. Why Dates Change You’ve probably seen this before: a figure originally listed for May release gets bumped to July. Or it just says “TBD.” Here’s why: Manufacturing delays – Factory bottlenecks or component shortages. Licensing approvals – Artwork, paint apps, or likeness rights need sign-off. Shipping issues – Delays at ports, customs, or transit between countries. Distributor updates – Retailers get their ETAs from distributors, who get them from the brands. At New Meta, we update release windows regularly and try to reflect the most accurate date we can get from our sources. But in many cases, these are best estimates. How We Handle Pre-Orders at New Meta We believe communication is key. When you pre-order from us, we’ll: Clearly label all pre-order items Send updates if delays occur Allow for easy cancellation if your plans change Never overbook – we only take pre-orders for units we can fulfill And if we ever receive fewer units than expected (which does happen), we fulfill in the order they were placed—first come, first served. Final Thoughts Pre-orders are part of what makes this hobby exciting—you’re getting in early on something special. But they’re also part of a larger supply chain puzzle that includes manufacturers, distributors, and import logistics. We hope this look into our process helps explain why delays happen, and what we’re doing to keep things as smooth as possible. At New Meta, we’re collectors too. That’s why we do everything we can to make the pre-order experience transparent, fair, and reliable.

I’ve had two questions on my mind lately:1. What does Galactus do when he gets indigestion?2. What do we mean when we talk about diversity?I’m still working on the first one, but I do have a few thoughts on the second. Diversity is a term that seems to mean different things to different people and often elicits a lot of varying responses. Regardless, diversity has become a frequent topic in recent years, both for society in general and specifically in regards to media. Maybe it’s just the amount of time I spend thinking about nerdy stuff and reading about it online, but diversity in movies, games, and even comics feels like something I’ve seen and heard brought up more often than ever before. These discussions often center on the companies or storytellers who are trying to do this and the consumer responses to it. The most obvious attempts at diversity are seen through depicting characters who are minorities, women, or displaying sexualities other than straight. Along with these can come themes centering on these ideas. When a story is trying to do either of these, I’ve noticed there’s usually one of two creative approaches and corresponding responses from fans.Sometimes an existing character is changed or reimagined to be more diverse. Comic examples of this would be Alan Scott or Iceman being revealed as gay, something not previously part of either character’s history. Other times a mantle is passed like when Jane Foster became Thor or Sam Wilson took over as Captain America. I’ve most often heard negative reactions to this approach as creators get accused of being lazy and at best undermining a creator’s original intentions or at worst destroying the character’s legacy. Personally I find the latter to be a bit dramatic, but I recognize the logic to this argument. As seen in most major companies pulling their support for Pride Month this year, it’s undeniable that corporations can and do try to use diversity as a way of appearing inclusive or passionate about a cause but only when it’s convenient. In this sense, representation can easily become a money making tactic which is something to be mindful of. However, I don’t think this should be reason to assume that every attempt at introducing diversity is a shameless cash grab or completely without merit.Regardless, when these complaints are made, I’ve often heard the suggestion to just create an entirely new character. This idea has merit too; after all, while there are many well developed characters who are diverse in comics, for the most part these aren’t prominent, usually part of a support or secondary cast. It’s an undeniable fact that the most depicted characters in comics are straight white dudes. Nothing against being a straight white dude as I myself am one and I’m a big fan of myself. That said, most of these characters were created during very different times in history where white guy was the status quo. I would hope the world has gotten to the point where that’s not the defining trait of heroism. So we might actually need some new heroes after all. That said, there’s already great difficulty in getting new comic characters to catch on and a certain conundrum emerges even when this approach is taken. Stories featuring intentional diversity are often accused of being “woke” or it’s asked if “they have to put this in everything.” Then the mantra of “go woke, go broke” starts flying.So if old characters can’t be changed and new ones are pushing an agenda, what’s to be done? At this point, if someone has both of these responses or such a generally strong reaction to diversity in comics, I have to ask if they really want diversity in storytelling. I would much rather someone be honest and say they mainly just want comics to feature straight white guys and maybe a few hot white girls and call it a day. I don’t think everything can be boiled down to this rhetoric, but I’d encourage people to reflect on what representation can mean to someone from another group. For me, all my favorite heroes have almost always looked like me. Much more muscular, of course, but relatively close. That’s not to say I couldn’t relate to other characters, but for people and kids especially, there’s something about seeing yourself in a hero through the similarities you have with them. This is often a reminder you that you can be a hero just like the larger than life characters you’re reading about. That’s what often leads to a deeper level of connection with these stories. When all your favorite characters do look or live like you, you don’t have to consider what the opposite would be like, but I’d encourage you to imagine what that would be like. If you’re a white person, imagine the Avengers lineup being 90 percent black with a few white characters. Or the X-Men all being gay with a straight character or two. I have to imagine you’d feel some kind of way about this and wish there was a bit more variety.As I think about Pride Month, I feel what it should do most is raise awareness or at least generate conversation. At the end of the day, I don’t believe diversity and inclusion are bad things and they’re not taking anything away. In fact, they’re bringing more people into the fold of our glorious nerdy kingdom. It’s a real bummer to me when comic fans, a group that I know is familiar with what it feels like to be ostracized or bullied for who you are, doesn’t see the value in representation. Again, maybe that’s just me who felt insecure, made fun of, or an outsider for liking comics and toys, but I have to imagine I’m not the only one. The sentiment of, “I don’t have an issue with what you do, but I don’t want to ever see it or hear about it” is unfortunately a big problem too. The reality here, whether intentional or not, is the impression that you’d rather a certain type of person not exist if it were up to you. That way you’d never have to see them. With high rates suicide risk among gay and trans people, if even one person can be encouraged by a superhero being more like them, I’d say that’s worth making a few people feel uncomfortable who will end up raging online. I’d love to see a world where conversations about representation in comics move beyond the above arguments, or at least away from the out of hand dismissal that often occurs.Once we do that, we can all get on the same page and finally tackle the greatest question of all: who in the Marvel universe makes cosmic Pepto Bismol strong enough for The Devourer of Worlds? Find more from Jordan and The Strong Collectors here!  

In a landscape ruled by Hasbro, Mattel, and McFarlane, it’s easy to miss the wave of independent toy companies that are reshaping what collectible figures can be. These brands are bold, innovative, and incredibly passionate—bringing collectors detailed sculpts, deep lore, and niche IPs you won’t find in big box stores. Whether you're tired of the mainstream or just want something new, here are 10 independent toy companies that deserve a spot on your shelf. 1. Four Horsemen Studios Known for: Mythic Legions, Cosmic LegionsThe Four Horsemen are legends in the toy industry—literally. As former sculptors for major brands, they now build entirely original fantasy and sci-fi worlds, complete with highly articulated figures, modular parts, and world-class design. Their direct-to-consumer model and Kickstarter-style drops make each wave feel like an event. If you love deep lore and epic shelf presence, Mythic Legions is a must. 2. Boss Fight Studio Known for: Vitruvian H.A.C.K.S., Popeye Classics, Sam & MaxBoss Fight Studio excels in bringing nostalgia to life with smart engineering and vibrant sculpt work. Their H.A.C.K.S. line is a favorite among customizers due to its modular builds, while licenses like Popeye and Sam & Max are pure love letters to pop culture. They're versatile, collector-first, and always surprising. 3. Valaverse Known for: Action ForceFounded by ex-Hasbro designer Bobby Vala, Valaverse’s Action Force line reinvents military action figures with an adult collector in mind. Expect tight articulation, realistic weapons packs, swappable heads, and ongoing storyline development. If G.I. Joe Classified is too sparse or stylized for your taste, Action Force delivers a grounded alternative. 4. Fresh Monkey Fiction Known for: Operation: Monster Force, Eagle ForceFresh Monkey blends horror, pulp, and paramilitary aesthetics into one cohesive line. Operation: Monster Force combines Dracula, zombies, and Frankenstein’s monster with elite soldiers in a dark, story-driven universe. These figures are dripping with creativity and great for collectors who love a spooky twist to their display. 5. Animal Warriors of the Kingdom (Spero Toys) Known for: AWOK Primal CollectionAWOK brings a unique vision to the table—anthropomorphic warriors from rival tribes and animal kingdoms, each brimming with detail, accessories, and lore. The figures scale well with other 6” lines and feature rich armor designs, tribal markings, and expressive head sculpts. A true hidden gem for fantasy and sci-fi lovers alike. 6. Nacelle Company Known for: Biker Mice from Mars, Robo Force, SectaursNacelle is revitalizing long-lost toy lines with reverence and style. While big studios chase new licenses, Nacelle is digging into the archives—bringing back properties you haven’t thought of in years with modern articulation and eye-popping packaging. Their strategy of pairing toy lines with media (podcasts, shows) is building serious collector buzz. 7. Savage Crucible Known for: Savage Crucible fantasy figure lineSavage Crucible launched to massive Kickstarter success thanks to its premium articulation, beautiful armor sculpts, and an ambitious world of reptilian, feline, and beastly characters. Every figure looks like it stepped out of a fantasy RPG, and their storytelling ambitions (comics, world-building) make this more than just a toy line—it’s a universe in the making. 8. Ramen Toy Known for: 80s Commanders, Phantom Reimagined, Makina SeriesRamen Toy captures the energy of 1980s Saturday morning cartoons and updates them for the modern collector. Their figures hit that perfect nostalgia-to-innovation ratio, whether it’s a throwback commander vehicle driver or a redesigned pulp hero. They're also known for listening to fan feedback and pushing boundaries in sculpt and tooling. 9. Chicken Fried Toys Known for: Dime Novel LegendsThis is the definitive Wild West line for collectors. Chicken Fried Toys specializes in cowboy action figures packed with Old West charm and storytelling detail. From gunslingers and sheriffs to drifters and prospectors, the line is a diorama dream for fans of Westerns and historical action. 10. Metaverse Travelers (Raginspoon Toys) Known for: Interdimensional sci-fi heroes with retro stylingMetaverse Travelers is a passion project with a strong sci-fi foundation, colorful character design, and retro 3.75" scale execution. The figures blend classic space adventure with multiverse chaos, allowing for imaginative display combinations across dimensions. For collectors seeking indie charm with Saturday-morning vibes, this line delivers. Final Thoughts The toy industry is more than just the Big Three. These companies are taking risks, listening to fans, and making toys with soul. Supporting indie brands not only gets you some of the most exciting figures out there—it keeps the hobby growing in new, unexpected directions. At GoNewMeta.com, we’re proud to highlight lines that deserve more love. Keep your eyes peeled—we’re always on the lookout for the next great figure drop.

Action figures, like anything in life, can mean a lot of things to a lot of different people. While we as collectors know the appeal of action figures and the value they bring to our lives, it’s a hobby that sometimes doesn’t make sense to those outside of the collecting community. I’m sure everyone has gotten at least one confused look or a raised eyebrow after mentioning that they collect action figures, maybe even a, “You buy toys? As an adult? For yourself?” Historically I’ve never been too ashamed of my identity as a comic loving nerd, so these kinds of perceptions don’t weigh on me too much, but I do think there’s a real concern about this for a lot of people. I’m not trying to make collecting toys sound too serious here because, after all, this whole thing is about toys and toys are meant to be fun; however, in my time co-hosting an action figure podcast over the last few years and hearing from many of our listeners, I’ve found that collecting action figures can often be looked down on as less mature than other hobbies or, at the very least, misunderstood. I’d like to address that and share three of the deeper meanings behind these plastic figures and how, to many of us, they are much more than just toys. 1. Making Connections  One of the best ways I knew to make friends as a kid was sharing my toys with others and talking about my favorites. I think as adults we can learn something about that by being as unashamed as possible about the stuff we love and finding other people who feel the same way. I collected Marvel Legends as a kid and continued to check out the toy aisle over the years, admiring the Legends retro cards that started to appear while I was in college. I didn’t know if it was mainly kids or adults buying them, but I definitely thought they looked cool. Not long after that an old friend of mine decided to take out his childhood Legends collection, take a few pictures, and look up some online groups. It turned out there were dozens of Facebook groups dedicated to Marvel Legends, each one full of members passionate about these figures that we’d drifted away from. He told me about them and not only did he and I reconnect (and now talk all the time and make videos about Marvel Legends every week), but we became part of these online communities. If not for the Facebook groups and YouTube channels, I might have continued to admire Legends from afar, wondering if I was the only adult I knew who still loved these things. This speaks to the ways in which collecting can actually help combat isolation, something that seems to be growing despite the opportunities for online communities in our modern world. 2. Inspiring Creativity My co host Dakota talks about action figures as art pieces. While that might seem a bit snobbish (and it probably is), one of the things that strikes me most about the collecting community is their creativity. The unique thing about displays is that the collector is completely in charge of the arrangement. They can make whatever scenes they want and add in different elements, coming up with new themes and engaging with a display that can be constantly evolving; I think it would be hard to argue that there isn’t a heavy artistic element to that. Along with this comes action figure photography which is an art form of its own as collectors manipulate lighting or simply come up with unique ways to pose their figures. Then there are the customizers who take figures and make them their own. These can be entirely new paints, kitbashes, or something else entirely. Even the simple act of holding a cool action figure speaks to the childhood desire to make up a story or get to posing and imagine what kind of awesome stuff your heroes could be getting up to. 3.Improved Mental Health While some might say action figure collecting can have drawbacks in becoming a financial strain or even stressful hobby, I’ve found that collecting mostly has a positive impact on mental health. Collecting can give someone an activity to look forward to or a way to keep themselves busy. Mental health is an important thing to be mindful of and getting help when needed is important but sometimes finding a way to keep yourself busy is an essential way to cope with stress. I’ve heard from many people who have turned to collecting when getting out of substance use. I am by no means trying to paint collecting itself as an addiction but turning from drugs or alcohol to action figures presents a much less destructive choice that serves as alternatives to those other habits. With this comes the elements mentioned above such as community and creativity, both of which are incredibly healthy things for a person to have in their lives.  Those are just a few of the important impacts collecting can have on a person’s life. It is my opinion that collecting is ultimately a good and healthy thing that should be celebrated for all the positives it brings. If you feel ashamed of collecting or don’t know exactly how to explain why collecting matters to you, I hope at least some of these ideas help. If you’d like to hear these thoughts explained more in depth (or just check out some other stuff on Marvel Legends and all things action figures), check out me and my co host Dakota on The Strong Collectors on YouTube. Thanks for reading and, until next time, stay strong! https://youtu.be/MfwsoDZla6g?si=Wk7aNZmQt0BpcuOz

Thinking of starting a new toy line? Here's what you're really signing up for. Collecting is supposed to be fun—but sometimes it feels more like a quest. Between exclusives, price jumps, and the dreaded “Sold Out” screen, some lines are a breeze while others test your patience (and budget). We’ve scored the top lines we carry at New Meta to help you pick your next collecting adventure wisely. Scorecard Categories (out of 25 total): Availability Online Availability In-Store Average Retail Price Ease of Completing Waves or Core Characters Secondary Market Costs (what you’ll pay if you miss a figure) Bandai (Dragon Stars, SH Figuarts, Gundam Universe) – 22/25 Online: ★★★★★ In-Store: ★★★☆☆ Retail Price: ★★★★☆ Wave Completion: ★★★★☆ Secondary Market: ★★★★☆Verdict: Deep lineup, flexible budget, and accessible entry points.Bandai offers one of the most diverse collecting ecosystems out there. From beginner-friendly Dragon Stars to premium SH Figuarts, there’s something for every level. Most figures stay available for a while, and even older releases don’t spike too badly—unless you’re hunting rare Figuarts. Combine that with Gundam Universe’s display-ready mechs, and you’ve got a solid, low-stress collecting experience. WWE (Mattel Elite / Ultimate) – 23/25 Online: ★★★★★ In-Store: ★★★★☆ Retail Price: ★★★★☆ Wave Completion: ★★★★★ Secondary Market: ★★★☆☆Verdict: A collector’s dream—if you stay current.Mattel’s WWE line is one of the most robust and accessible action figure lines in the game. You can find Elites at major retailers, online shops, and even grocery stores. The Ultimate line adds premium articulation and accessories at a higher price point, but both lines are generally well-stocked. Just watch out for Legends or event exclusives—they can jump fast on the secondary market. Masterverse (MOTU) – 21/25 Online: ★★★★☆ In-Store: ★★★☆☆ Retail Price: ★★★★★ Wave Completion: ★★★★☆ Secondary Market: ★★★☆☆Verdict: A solid line with room to grow.Masterverse is a love letter to MOTU fans, combining classic characters with modern designs and articulation. Prices are fair and packaging is collector-friendly, but in-store stock can be hit or miss depending on the wave. Most releases are easy to grab if you act fast, though some deeper cuts or deluxe figures can spike in price. McFarlane DC Multiverse – 22/25 Online: ★★★★★ In-Store: ★★★★☆ Retail Price: ★★★★★ Wave Completion: ★★★☆☆ Secondary Market: ★★★☆☆Verdict: Affordable, widely available, and constantly growing.If you want to dive into superhero collecting without breaking the bank, McFarlane's DC Multiverse is the spot. Tons of characters, bold sculpts, and great articulation at a great price. But McFarlane’s rapid-fire release schedule and exclusive variants can make it tricky to build a full team—or even find that one oddly packed Robin you’re missing. Jada Toys (Street Fighter / Mega Man) – 23/25 Online: ★★★★★ In-Store: ★★★☆☆ Retail Price: ★★★★★ Wave Completion: ★★★★★ Secondary Market: ★★★★☆Verdict: The rising star of collector-friendly lines.Jada has quickly made a name for itself with its clean, affordable, and impressively articulated figures. Street Fighter and Mega Man lines are small but mighty—easy to keep up with, fun to pose, and priced well under most competitors. Stock doesn’t linger forever, but the aftermarket hasn’t gone wild yet, making it the perfect time to jump in. Marvel Legends – 21/25 Online: ★★★★★ In-Store: ★★★★☆ Retail Price: ★★★☆☆ Wave Completion: ★★★★☆ Secondary Market: ★★★☆☆Verdict: The gateway drug of collecting—with a few hidden traps.Hasbro’s Marvel Legends line is a great place to start. Big waves, deep character variety, and reliable distribution make it easy to grab most figures. But beware the occasional exclusive or army builder—prices can spike fast if you miss the drop, especially for fan-favorite Spider-Man or X-Men releases. Star Wars Black Series – 19/25 Online: ★★★★☆ In-Store: ★★★☆☆ Retail Price: ★★★☆☆ Wave Completion: ★★★☆☆ Secondary Market: ★★☆☆☆Verdict: A galaxy of figures… but it comes at a cost.Black Series collectors enjoy strong sculpts and a galaxy’s worth of characters, but it’s not always easy. Waves sell out fast, exclusives are everywhere, and if you want to go deep on Clones or Mandos, bring your wallet. It’s a gorgeous line, but not the most forgiving for new collectors. NECA TMNT – 17/25 Online: ★★★☆☆ In-Store: ★★☆☆☆ Retail Price: ★★★☆☆ Wave Completion: ★★☆☆☆ Secondary Market: ★★★☆☆Verdict: Pure nostalgia with a side of chaos.NECA’s TMNT figures are stunning—movie-accurate, loaded with accessories, and packed with 90s vibes. But exclusivity and sporadic retail drops make it a tough line to casually collect. Target runs can feel like treasure hunts, and missing a drop often means turning to the secondary market at premium prices. Final Thoughts: If you’re just dipping into collecting, Jada, WWE, or Bandai lines are your easiest paths to toy bliss. But if you’re chasing NECA Grails or trying to build an elite Star Wars squad, get ready to grind. What’s been your smoothest collecting experience—and what line made you question your sanity? Let us know in the comments!

At New Meta, we take our toys seriously… but we also know how to have fun. So we asked ourselves a totally reasonable question:If the biggest toy lines were fast food restaurants, which ones would they be?Turns out, the comparisons are surprisingly accurate—and hilarious. Let’s dig in: Marvel Legends = McDonald’s Consistent, iconic, and built to serve the masses. Marvel Legends is the Big Mac of the action figure world—familiar, dependable, and always evolving just enough to stay relevant. You’ll never go long without a new wave, and there’s something for collectors of every level.Sometimes the execution is brilliant (cue that deluxe Venom), sometimes it’s a repaint with a different fry box. But like McDonald’s, the brand recognition is unmatched. You know what you’re getting—and most of the time, it hits the spot. Transformers = Taco Bell Wildly inventive, occasionally chaotic, but secretly brilliant. Transformers figures are engineering marvels—robots in disguise that somehow fold into Lambos, jets, or prehistoric monsters. Like Taco Bell’s menu, it’s the same core ingredients (plastic and nostalgia) folded 500 different ways—and it keeps working.There’s a bit of unpredictability. Some figures transform like butter; others feel like a Rubik’s cube wrapped in a puzzle. But when a line like Legacy or Studio Series lands just right? Chef’s kiss. Spicy, nostalgic, and surprisingly satisfying. G.I. Joe Classified = KFC Bold, flavorful, and all about the American power fantasy. G.I. Joe Classified is finger-lickin’ good for collectors who want gear-packed, tactical figures. Each release is like a bucket of crispy, over-accessorized goodness.There’s a sense of over-the-top patriotism baked into the brand, but now with a modern sculpt and articulation twist. And just like KFC’s 11 herbs and spices, there’s always a little something extra—alternate hands, goggles, weapons racks. The value meal of the 6” scale. NECA TMNT = Domino’s Nostalgic, a little greasy, and totally craveable. NECA’s TMNT line is like late-night Domino’s: it scratches a specific itch. The figures ooze nostalgia—literally and figuratively. Whether it’s animated or movie-based, every figure is a slice of 80s and 90s bliss.But there’s a catch: availability. These figures can be harder to track down than a pizza guy in NYC traffic. You might get an overcooked crust (QC issues), but when it’s hot and fresh? It’s absolutely worth it. McFarlane DC Multiverse = Burger King Loud, flashy, and full of surprise menu items. McFarlane’s DC Multiverse line is like Burger King: bold styling, constant innovation, and a willingness to take risks that other brands wouldn’t dare.You never quite know what’s coming next—Glow-in-the-Dark Batmen? Ultra Gold Label exclusives? A figure with no articulation but massive shelf presence? It’s all on the table. You either get a Whopper or… well, something weirdly shaped but still kind of cool. Jada Toys (Street Fighter / Mega Man) = Chipotle Clean, precise, and quickly becoming a fan favorite. Jada’s entries into the 1/12 scale game are like Chipotle burritos—fresh ingredients, strong flavors, and solid build quality wrapped in a sleek, no-nonsense package.Street Fighter fans are loving the range of articulation and scale accuracy, and Mega Man collectors are finally getting affordable, display-worthy options. It’s not bloated, not gimmicky—just a great product line that respects its source material. And it’s only getting hotter. Bandai = Popeyes Bold, underrated, and full of flavor at every level. Bandai is the Popeyes of the toy world—bold, underrated, and packed with variety that keeps collectors coming back. Entry-level lines like Dragon Stars and Gundam Universe are your classic combo meals: affordable, flavorful, and easy to find. SH Figuarts steps it up with premium articulation and sculpting, like Popeyes’ spiciest wings—fiery, precise, and not for casual appetites. And then there’s Gunpla, the hidden gem: a hands-on build experience that’s more hobby than toy, but delivers deep satisfaction. Bandai might not always get the spotlight, but when you want depth, style, and serious collector flavor—it’s always a solid order. Mattel = Wendy’s Classic comfort, with just enough bite to surprise you. Mattel is the Wendy’s of the toy world—classic, dependable, and surprisingly sharp when it wants to be. With lines like Masters of the Universe, WWE, and Jurassic World, they serve up big-brand staples with just enough attitude to stand out. You might not always crave it, but when a new MOTU or WWE Elite figure hits just right, it’s a reminder that Mattel knows how to deliver a quality combo. It’s not reinventing the wheel, but it’s doing fast, familiar favorites with style—and an occasional spicy nugget of innovation. 🌌 Star Wars Black Series = Starbucks Drive-Thru Polished, familiar, and always part of the daily ritual. Star Wars Black Series is the Starbucks of action figures—everywhere, sleekly packaged, and often more about the brand experience than what’s in the cup. You get a polished, premium vibe, and when the figure’s on point—like a well-sculpted trooper or deluxe Darth Vader—it’s genuinely satisfying. But it also leans heavily on familiar favorites, with endless repaints and variants that feel more like seasonal lattes than bold new offerings. Still, collectors keep coming back, because even when it’s predictable, it’s comforting—and looks great on display. 🧃Final Sip: What’s Your Flavor? Whether you’re a Marvel guy grabbing your Happy Meal of Legends or a TMNT fan waiting on a greasy (but glorious) NECA drop, every line has its own flavor. The key is knowing what you’re hungry for—and building your collection like the perfect combo meal. Which toy line do YOU think is Chick-fil-A?(We have our suspicions it might be Mezco.)

For years, Hasbro has been the undisputed home of Marvel Legends—delivering collectors an ever-expanding, highly articulated roster of comic book and cinematic heroes. But let’s play a little “what if?” What if Hasbro decided to hang up the cape and pass the torch? Who would be worthy of picking it up? Option 1: McFarlane Toys Pros: Known for sculpt detail and bold design choices. Impressive work on DC Multiverse and Spawn figures. Larger figure scale makes characters feel imposing on display. Cons: Limited articulation compared to Marvel Legends. Todd McFarlane’s design philosophy sometimes prioritizes aesthetics over playability. Inconsistent female figure design and reuse of limited body molds. Option 2: Mattel Pros: Proven track record with WWE and Masters of the Universe Origins. Solid distribution and retail partnerships. Good articulation systems and accessories with their premium lines. Cons: Historically hasn’t held a major Marvel figure license. Tends to focus on mass-market over collector-grade detail. Could struggle to balance comic and MCU styling preferences. My Pick: Jada Toys While they’re not the first name people toss around in these conversations, Jada Toys has quietly become the dark horse contender. Their Mega Man line nails the stylized, nostalgia-fueled aesthetic, and their Street Fighter figures are arguably the most exciting thing happening in fighting game collectibles right now. Why Jada? Articulation and sculpt: A perfect balance of poseability and personality. Pricing: Highly competitive without sacrificing quality. Fan-first approach: They listen to feedback and iterate fast. Momentum: They’re on the rise and hungry to innovate. If Hasbro ever steps back from Marvel Legends, Jada Toys has the passion, execution, and creative chops to honor the legacy—and maybe even level it up.

Displaying action figures can be tough. Oftentimes it might feel overwhelming or daunting just getting started. Perhaps you’ve had too many heavy figures tumble over and take the shelf with them. Then there’s the issue of shelf space which we can never get enough of. Even for the seasoned displayer, it can be nice to get some inspiration from the ways others do things. Here’s a few easy ideas that can help your displays and make even limited space look great.-Tip 1: store the figures you aren’t displayingYou’ve seen it before: an entire shelf crammed full of action figures in single file lines. Their arms are at their side in the “sandwich man” pose and everyone is totally nuts to buts. If you prefer displaying this way, go ahead and do you. However, we’ve found that this isn’t the most flattering look for your figures. You paid good money for those things and you deserve to have them shine!If you feel like you have to fit every figure you own into a single display, there’s a good chance it will get a bit overcrowded. This makes it hard for your figures to stand out as they all end up blending together. With this approach you can rotate figures out by swapping those on display with those in storage to get more variety and remain within those pesky display space limitations that we all have.-Tip 2: add some heightEven with limited space, figures can still be arranged in a way that’s dynamic with depth. One approach is to introduce some variety by getting a few figures off the ground. For your fliers, this can be easily achieved with flight stands. Some flight stands come with figures (I’ve gotten a lot of use out of some that have come with my figures) but they can be bought in a variety of places. You can even make your own with a bit of 12 gauge wire. Any character can be elevated with plastic risers or whatever else you’d like to use (a few graphic novels stacked up can look cool for this too!) -Tip 3: make small scenes Sometimes it’s tempting to make the entirety of your display a single scene which can be difficult with limited space. It can also be hard to even get started on bringing that beautiful vision in your head to life. A way of addressing this can be to think of your display as several small scenes within a bigger one. Pairing characters together in groups of two or three can add more dynamics to your displays. Maybe Daredevil  and Bullseye are fighting. Spidey isn’t far away, looking towards DD and running to help but Carnage is lunging at him from behind! If you have a Captain America with the shield throw effect, the path of his shield might be heading right towards Carnage. This scene isn’t too complicated, but the interactions are linked together with small details that can work together to bring a shelf to lifeThose are some ways to improve your displays. If you like these and would like to see a more comprehensive breakdown on the topic (or anything else Marvel Legends), check out The Strong Collectors on YouTube. Stay Strong! Here's a link to the video some of this is taken from: https://www.youtube.com/watch?v=iPA6r7BQNm0 

The toy industry has long thrived on global manufacturing and international trade partnerships — but in recent years, it’s been caught in the crossfire of international tariff battles. With shifting U.S.-China trade policies, rising import costs, and supply chain instability, toy brands, collectors, and retailers alike are feeling the impact. The Hidden Cost Behind Your Favorite Toys Much of the world’s toy production still takes place in China. When tariffs spike — as they have in past rounds of U.S. trade measures — companies face higher costs on everything from raw materials to fully packaged action figures and playsets. The result? Price increases passed down to retailers and customers Delayed product launches due to uncertainty or retooling supply chains Cut corners in packaging or accessories to preserve profit margins For collectors, that can mean paying more for less. And for independent retailers, fluctuating landed costs make pricing and planning inventory especially challenging. Supply Chain Headaches Aren’t Over Yet Even as global shipping costs begin to stabilize post-pandemic, uncertainty around tariffs continues to cause hesitation in the industry. Brands may delay large orders or shift production — sometimes to new facilities in Vietnam, Mexico, or India — creating hiccups in availability and quality control during transition phases. What Could the Future Look Like? There’s no doubt the toy industry is adapting in real time. Some manufacturers are investing in regional production to insulate themselves from international disputes. Others are rethinking packaging and materials to reduce freight costs or qualify for exemptions. We’re also seeing more direct-to-consumer toy lines emerge — allowing brands to bypass some of the traditional retail markup that tariffs amplify. That could mean more innovation and better pricing for customers willing to buy direct. The Silver Lining: Innovation Born from Disruption Despite the turbulence, the toy industry has a strong track record of bouncing back. Tariff pressure is forcing brands to become leaner, more creative, and more connected with fans. Collectors and families are still eager to support their favorite brands — and companies are listening. At New Meta, we’re staying on top of these shifts and working closely with suppliers to keep your shelves stocked and your favorite characters accessible — even during uncertain times. Stay tuned for more behind-the-scenes insights on the evolving toy world — and thanks for supporting independent retailers who work hard to bring the fun, no matter what trade winds blow our way.

The Marvel Legends line has become a pillar of modern action figure collecting. With hundreds of characters, movie tie-ins, and fan-driven releases, it’s hard to imagine the toy aisle without them. But long before Hasbro perfected the line with face-print tech and crowdfunding campaigns, it was Toy Biz that brought Marvel Legends to life — and then unexpectedly handed over the reins. So why did Toy Biz lose Marvel Legends? And why did Hasbro end up with one of the most important toy licenses in the world? Let’s break down the key reasons behind this shift, what went wrong, and how it led to the Marvel Legends we know today. The Toy Biz Era: Marvel Legends Is Born Back in 2002, Toy Biz launched Marvel Legends, building off their earlier 5” and 6” Marvel figure lines. It was groundbreaking for collectors at the time — and some of these early figures are still prized today. Toy Biz Marvel Legends stood out for: 💥 Deep articulation (ab-crunches, finger joints, toe bends — the works) 🎨 Detailed sculpts and comic-accurate paint apps 📦 Packed-in comic books with each figure 🧩 Build-A-Figure (BAF) pieces, encouraging full-wave collecting Collectors were hooked, and Toy Biz set a new standard for 6-inch scale figures. But behind the scenes, the company was operating within a very different Marvel business model. Why the Handoff Happened: Marvel’s Corporate Overhaul By 2006, Marvel Entertainment was shifting gears. Toy Biz was essentially Marvel’s in-house toy division, but Marvel was transitioning to a licensing-first business model — aiming to earn royalties from its properties without taking on the risks of manufacturing. Here’s why Toy Biz lost the license and Hasbro stepped in: 📉 Rising production costs made toy manufacturing less profitable for Marvel. 🧾 Marvel wanted to reduce overhead and offload logistics and supply chain responsibility. 🏗️ Toy Biz Worldwide (a rebranded Marvel Toys) was still tied to old models and lacked Hasbro’s global retail power. 💰 Hasbro offered a lucrative licensing deal, with the scale and experience to handle mass distribution. In 2006, Marvel granted Hasbro the master toy license for all its properties — including Marvel Legends. This became effective in 2007, marking the end of Toy Biz’s run and the start of Hasbro’s. The Rocky Transition: Hasbro’s Early Struggles Collectors immediately noticed differences in Hasbro’s early Marvel Legends waves (starting in 2007): ✂️ Reduced articulation — no finger joints, missing ab crunches 🧼 Softer sculpts and paint apps 🚫 No comic pack-ins or figure stands 🧩 Simplified Build-A-Figure waves For many longtime fans, this felt like a downgrade. The once-pioneering line seemed to be cutting corners, and the early Hasbro years didn’t capture the same magic as Toy Biz. Redemption Arc: Hasbro Finds Its Footing To their credit, Hasbro listened. Over time, they improved the Marvel Legends line dramatically — and earned back the trust of the collector community. Here’s what helped turn things around: 🧠 Updated sculpts using digital face printing and refined proportions 🧩 The return of BAFs, sometimes even larger than Toy Biz’s 🎬 Cinematic Universe tie-ins that reached a broader audience 🛒 Fan channels and Hasbro Pulse exclusives that targeted collectors directly 📣 Livestreams and reveals that built a more interactive collector experience Today, Hasbro’s Marvel Legends line is one of the most successful collector-focused toy lines ever produced, with waves dropping almost monthly across comic, movie, and TV properties. The Legacy of the Toy Biz–Hasbro Handoff This wasn’t just a brand change. It was the moment the toy industry began to shift toward the licensing-driven model we see today, where toy companies act more like content partners than manufacturers. What we lost with Toy Biz: That gritty, comic-first style and hyper-detailed figure design The passion project vibe of an in-house Marvel team making toys for fans A sense of risk-taking with obscure characters and daring sculpts What we gained with Hasbro: Consistent, large-scale production and retail reach Movie-accurate sculpts and packaging A long-term, evolving product line that’s still going strong over 20 years later Final Thoughts: From Turbulence to Triumph What started as a worrisome transition in 2006 has become one of the great comebacks in toy history. Hasbro took over a beloved line with big shoes to fill — and eventually leveled it up with new tools, technologies, and resources. While many collectors still miss the golden Toy Biz era, there’s no denying that Marvel Legends is stronger than ever. And whether you're a comic purist or MCU collector, there’s something for everyone — thanks to a handoff that changed the game.