>>10365338I would say that McFarlane Toys is GROWING, as they never really stopped making collector market toys and had been trying to get mass market inroads since the 90s.
In the 00s or maybe late 90s, McFarlane had basically stopped producing mass market toys. When that market had its bottom fall out in the late 00s from various companies gong bust, McFarlane acquire Halo license and had success in getting Targets and walmarts to carry the line. They also acquired a couple of other lines, like Minions and Prince of Persia stuff to be sold in children toy aisles. Once those bombed and Halo petered out, they were shut out of mass market again, and concentrated on stuff like Walking Dead. Sometime in the mid-10s they started making those lego sets, hitting it big with the Five Nights at Freddies, which was their biggest hit since the company started. And that's how they were able to afford the DC license.
Anyway, McFarlane only has a few collector licenses right now. Avatar, maybe other Avatar, maybe My Hero Academia, Dune, DC (collectors market, separate from mass market license) and their Spawn line. In recent years, they had Destiny, Call of Duty, One Punch Man, Game of Thrones, Fortnite, Borderlands, Doom, Elder Scrolls,... do you see how much shit they've had in the last 4 years compared to what they have now?
So McFarlane Toys actually contracted in recent years and needs to buy up more licenses to return back normal revenue streams and grow their company again.
