>>10120438I figured it was due to the 90s grossout fad drawing to a close, and play patterns changing. McFarlane was introducing 5-6" figures with high-detail sculpt and paint at unprecedented quality levels, which pushed the entire industry to follow his example. I saw the industry shift largely to big, detailed, heavily painted figures. We kind of even see Max try to chase the trend, with late-line additions like Battle Warriors basically just being action figures with opening chests.
Polly Pocket had an easier time of it. The doll industry didn't really have a McFarlane Toys-esque ground zero event that changed the entire scope of things overnight. And with her simple yet iconic "portable dollhouse" formula, Polly Pocket was able to relax in her niche much longer, and survive reboots.