>>11577705It's sort of like if you go back to Star Wars, those first Star Wars figures are patently atrocious, quite frankly. It's like, don't sculpt R2-D2, just stick a sticker on it. But how you remember it is different. Forty years later of toy manufacturing, everybody's expectations are much higher, whether they know it or not. So if you actually make it really accurate to the old figures, people are like, "This is shit."
So it's finding that fine line. In this case, this Big Lob is going to be taller, because he should be, and you expect that scale differential now as an adult that you would not have gotten back in the day.
>The card backs are as iconic as the figure. That image that sits next to the figure, it becomes the definitive depiction of that character. What work goes into creating that art?We work with different artists. So if you talk about the ReAction line, the entire ReAction line was painted by Jason Edmiston, who's obviously very, very well known. He's done a lot of stuff for us for the years, but the reason that he did that line was he was like, "Those card back paintings were what made me want to start painting." On the ReAction+, we have a different artist that's working on all this stuff. We do a bunch of loose sketches, and then once we kind of get there, you paint it up to look like what it needs to deliver for that fan.
>And then there are the file cards, which are equally important.It's funny — we have a copywriter that we work with on a lot of them, plus there's some internal copywriter guys that throw their hat in the ring. There's some funny stuff that happens in there. You still have to make it fun. People get so serious about this stuff that you lose the plot. And I think that's where we come in.
>And then there are the file cards, which are equally important. 