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Hot Take Alert!
Brace yourselves, Horsemaniacs...
I think 4HS figures are very well crafted, insomuch that the details of everything are perfectly realized, however, I also find them artistically boring. They are often the most generic, cliched, and unremarkable incarnations of various archetypal characters - fantasy, scifi, or, in this case, historical.
This is not to say their figures are bad or that I don't like them. If you compare them to other similar figures from larger toy companies, they are usually much better. However, 4HS figures also cost more than double those figures, and with few exceptions, I just don't see the value.
What I would like, and this is just my selfish opinion, are these same figures without any accessories, soft goods, or excessively detailed painting for $35. Suddenly, putting a basic version of these figures against NECA and Diamond Select makes them look far more attractive to me, and I think many others as well.
The alternative would be to keep their current price while making much more daring, weird, and unique designs that make a statement. I'm thinking of something like the recent vinyl toys from James Groman, the crazy samurai oni Syuten Douji from Maestro Union, or many of the older, offbeat McFarlane figures (from the same guys!).
Either way, I'm not excited by these figures despite being a huge geek for Egyptian mythos, if only because I already bought a less detailed yet more fun Anubis-type figure from Spin Master for <$10. There's also some Bastet statues out there that look like busty, Egyptian concubines wearing cat ears for less than $60. Do with that what you will.