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Star Trek is about philosophy but presented by aliens. Not really for kids to go "PEW PEW PEW".
Most Star Trek toys tend to be kind of ugly and low quality. If they're not done really well, it's just boring dudes in sweaters.
If the individual toys aren't interesting (and the quality is usually so low that they aren't), then the only interesting thing is the settings (ships, planets, etc), and at 1/12th, that's ridiculous for anyone but the most autistic whales out there. GI Joe has those in droves, Star Trek not so much.
The Mega Bloks/Construx sets were good - you got a decent number of crew members, you got a setting for them, the figures were good enough to be enjoyable to play with. There was some immersion.
Just a 1/12th Picard? Why would I want that, other than for a few fun meme pictures with Professor X? No crew, no ship, it's just a dude with minimal playability and minimal accessories.
Borg are cool. Can't sell a whole line of just Borg.
