Toy Fair 2010: Marvel Universe and Iron Man 2 (Mania.com)
By:Robert T. Trate
Date: Sunday, February 14, 2010
Last year Hasbro and Marvel had several reasons to be excited at Toy Fair. First of all they debuted their new 3.75 inch line of Marvel Universe figures. Long in coming was this series and a new standard for Marvel action figures was born. Sure the Marvel Legends series would still be around but their goal was to put as many of their characters in the 3.75 inch format as possible. Marvel and Hasbro also had X-Men Origins: Wolverine and Wolverine and the X-Men figures debuting too. To drive fans even crazier special 3.75 inch exclusive figures were released at the San Diego Comic Con (see article). There was a Nick Fury Marvel comic subscription incentive figure (see details) and a contest for the fans to vote on who they wanted to see next. Hasbro and Marvel both said 2009 was a pretty good year for them and based on the quality of the figures it was good for the fans as well.
Hasbro and Marvel released images and details about most of what they have prepared for 2010. The full breadth of their Marvel Universe line will make its debut at the San Diego Comic Con in July. There are exclusives again and they did reveal who the number one fan choice figure was, Mary Jane Watson with a bonus Miss Lion figure (yes you read that right).
A few weeks back I featured several of the new Marvel Universe figures in my Toy Maniac Column (seen here). I tried to keep the duplicates to a minimum and only show new items from Toy Fair. Yet after seeing how poseable the new Thor figure is I had to include yet another image of him (he quickly made my must have list). Hasbro and Marvel are releasing several new Spider-Man figures in the 3.75 inch line this year too. It will be its own series but this is clearly for a younger audience. I say that because when you see Snowboard Spider-Man you can only roll your eyes and move on.
The biggest and baddest figure in the lot is Galactus. He will retail for around $49.99 and come with the Silver Surfer. He has SFX and even lights up. I am not a huge fan of the character but this too made the must have list.
The line will again reach deep into the heart of the Marvel Universe and come up with new characters, incredible likenesses and brilliant points of articulation. The figures pictured here are set to be released in the spring. Hasbro and Marvel did give us a peek at one character for the fall, Thanos. Variant watchers should be on the lookout for the two different Vision figures. The Secret Wars two packs will run their course through the rest of the year and complete the 12 issues. Though pictured in Hasbro’s presentation but not actually on the floor were: Kitty Pryde, an A.I.M. Solider (by fat the coolest in the lot), the Iron Patriot, a Skull Soldier, Wrecker and the Winter Soldier.
Iron Man 2:
A few weeks ago, in that first look at Hasbro for 2010, there were a few Iron Man figures. There will be in fact three different lines with very similar packaging. The first release will feature the “movie series” and the “concept series”. These figures will feature movie characters and concept armor not used in the film. The third series is the “comic series” featuring armor and characters from the Iron Man comic book. Titanium Man, Hulkbuster Armor Iron Man and the Guardsman will be in the first waves. Hasbro will package many of these figures with a “design your own armor feature” allowing you to create our own from additional parts.
Being collectors and fans we know that Hasbro and Marvel have to appeal to a younger audience as well. If not they are in danger of losing a generation of fan boys hungry for more comics and toys. I picked out some of the more kid friendly products that I thought you Maniacs would enjoy. The Iron Man Helmet may look like another helmet but the coolness factor is that the face plate lowers by itself and has Jarvis sound clips that you hear while wearing it. As for the Tony Stark (Iron Mash) Mr. Potato head figure, what more needs to be said? Iron Man Operation was just too funny not to include as you have to pull out faulty parts from Stark’s armor. Iron Man Rocket Boost may look like a giant Super Hero Squad figure but at ten and half inches it is completely bad ass. There is of course the obligatory race car for our superhero. Normally I would roll my eyes at this but for Tony Stark it totally works. If only they would have included Tony in his racing outfit.
Super hero Squad:
Normally I would skip right over the Super Hero Squad figures. Since we here at Mania have been following the show (see the latest images) I thought I would include a few of the new characters slated for release. The big push for the SuperHero Squad this year will be vehicles. Not only will they have a Quinjet but a SHIELD Hellicarrier as well.
Hasbro and Marvel promised tons of exclusive figures for Toys R Us, Wal-Mart, K-Mart and Target. Most notably six inch Marvel Legend figures for Deadpool, Black Widow, Valkyrie, Hulk (Green with Ed McGuinness style head), Warpath and the Winter Solider are to be released only at Toys R Us. At the SDCC there will be a Mighty Mugg featuring an open masked Iron Man with Robert Downey Jr.’s likeness. There will be an Ages of Thunder Thor figure and a three pack of the Super Hero Squad featuring Doctor Doom in a bath robe holding a cup of coffee.
Keep checking all this week as Mania’s own Toy Maniac attends the International Toy Fair in New York City.