As we approach the official launch of the next Vintage Collection Haslab project at SDCC, I thought this would be an opportune time to ramble on some changes I’d like to see for future campaigns to ensure success for not just Star Wars, but all Haslab projects.
Give Collectors A Voice
I think the collecting public at large should have more hands-on involvement on what gets selected for the campaign. Sure, focus groups are convened to bounce ideas off, but Hasbro’s collector base is so large, I think focus groups are too narrow an avenue for a true gauge on what should be made. A series of voting campaigns could be held to determine a list of possible options whereas the top three compete against each other in a final round. The runner up gets moved to the following year’s final round of voting.
Show Us the Tiers
We’ve watched several Haslab campaigns now, and I get the idea about stretching out the promotions of said campaigns with the incremental reveal of each tier. The needle doesn’t move much as each tier is met so I say lay them all out on the table from the outset. The selling point of the Haslab should be the project itself, showing the add-ons right away as other companies do, promotes transparency and doesn’t come across as a last ditch effort to get it to fund. (I’m looking at you Rancor Keeper).
Pricepoint Preview
Prior to a campaign launching, I think it may be time to let collectors know months before a specific Haslab what can be expected in terms of pricing. Nothing specific, maybe a price range that is being considered. Many collectors support multiple lines and with that, multiple Haslabs per year from Star Wars, Marvel, G.I.Joe, Transformers etc.. Knowing in advance the pricepoint range from each brand’s campaign may allow for better planning, faster funding, and as a result, more successful Haslabs.
Competing Campaigns
As stated previously, collectors often support multiple lines and having one Haslab start as another (potentially) is charged to bank accounts may in fact inadvertently hurt each campaign. Quarterly-held campaigns (especially for years with $500+ projects), could give collectors the finanical planning cushion they need to support what they like/love and to ensure successful campaigns.
Nothing earth shattering but something I think could be worth exploring at least in part by Hasbro and the brand teams. What do you think and what other changes would you like to see? Leave a comment below.