DC Direct, producers of high-end action figures and other assorted awesome tchotchkes, has now rebranded itself as DC Collectibles-- and is offering their entire line for sale on the Web. In addition, the newly-minted DC Collectibles will have several web-only exclusive items, including a Flashpoint Action Figure Boxed Set and custom prints.
Geoff Johns, chief creative officer for DC Entertainment, said in a press release:
"We’ve taken the past year or so to become laser focused on what makes the products in this line special, and what has emerged from that process is DC Collectibles. We’re extremely proud of our line of unique, high-end collectibles, and feel that it caters to fans looking for limited edition, authentic products based on our characters and stories, created by the same artists who work directly on those characters and stories."
This news intersects quite interestingly with word that Mattel has apparently cancelled their Young Justice line of action figures (their 6" DC Universe Classics All-Star line was recently axed, as well). Is the future for such toys collectibles outside those products with demonstrated mass-market appeal (movie and cartoon tie-ins, etc.) online sales directly to fans?
To be fair, the DC Collectibles website will also be providing location information for retail shops that also carry particular products. And DC explains the move as more of an added-convenience thing for fans outside the range of shops. Says Hank Kanalz, senior vice president of digital, DC Entertainment:
“Not all of our fans have access to comic book retail locations, so by expanding our website to offer the entire product line, we’re adding an element of convenience and the ability for fans to collect every single product they’re interested in."
I don't have to tell you what an impulse-buy online ordering can be...