Plus War or Not. Disney wants their stuff be to sold in their parks, and in stores. Go to any store and you will see items that are over $30 getting old or marked down. I just happen on them putting out 3 case of the new IM3 marks. They will make more from Target (I bought them from Target) in one day. Then 5 years from HT/SSC. 28x$6 do the math ($168). An they are putting out 42 of them.
This isn't that accurate. Sure Disney oversaturates their markets but when Master Replicas was out and about I remember seeing full size lightsabers, FX lightsabers, mini lightsabers sold inside Star Traders for a mark up themselves. A $35 mini that could be bought from MR's own site was $70 there....and people were buying them. I'll never forget seeing someone walking around with an FX lightsaber having paid $250 for it just because. Disney charges their licensing fees but then when they sell these items in the parks they charge higher than HT would even charge. There are stores in Downtown Disney that sell HT and charge far above the MSRP, the thing is that there are times where those figures are still there are that $300 pricepoint while on eBay it's for twice that. Disney has no influence on HT's pricing, just charging them the licensing which they've been doing for a while now. HT is raising costs for two reasons, 1: to offset R&D and projects that didn't sell like they thought it would by charging more for a sure fire seller and 2: because they can and people will pay.
I keep hearing this, or things like this. For the record, it's not only misguided, it's flat out wrong. Don't expect disney to suddenly "kiddefy" the marvel movies. It's simply not going to happen. It would be bad buisness, and generally a stupid move. The marvel aspect is intended to target the male 15-30 demographic, which is an area that disney is historically weak in.
This is right on the money.
Disney has said since the purchase of Marvel that it was to fill a need. Little girls love princesses from the moment they can remember and some until they lose the capability to remember things. They have the girl demographic locked up from adolescence until adulthood and even have tween markets like Hannah Montana, Shake It Up, etc that hit that market hard. They tried before acquiring Marvel to give their male characters an edge (remember Disney's Adventurers line? that tried to take the princes, Tarzan, Peter Pan, etc and make them action heroes?) but it failed miserably. They bought Marvel to plug into the kid demographic and the teen male demographic knowing full well that they'll be grabbing adult males who are nostalgic about their superheroes just like women are about their princesses.
Kevin Feige has said countless times that Disney is hands off when it comes to Marvel Studios and that they get more input from Marvel Comics than them AND that Disney specifically requested cartoons and kids aimed projects that they can market to the youngsters while leaving Marvel alone to keep doing what they are doing.
They've been working with LFL for years to fill this gap as well, the purchase simply solidifies this and gives the boys options in a merchandising world that almost exclusively catered to girls past the age of 5.
Speaking just on the merchandise,
Disney sells to different markets. Yes, teh disney store caters to "mall buisness". I strongly doubt you'd see Hot Toys in a disney store. But you can go to the parks, and possibly find them there. You can also purchase insanely expensive merchandise from disney mail order.
Lastly, disney has been involved in the lisesing since the first THOR film. while the liscensing fees have probobly gone up some, I highly doubt they've gone up THAT much.
You will, I wouldn't be shocked if a couple of Luke Bespin HTs ended up in Star Traders for a nice price hike. The problem with Marvel is that due to existing contracts in terms of licensing anything "East of the Mississippi" is owned by Universal for life, which means that Disney cannot put Marvel into their parks except for some merchandising. That is where they have the most room to expand. They are allowed to do things abroad and in California but in CA they've run out of room for the most part and are in process of expanding DCA for newer projects. If there were a Marvel ride in one of the parks, I would bet that their gift shop would have a couple of Marvel HTs in there to try and get impulse vacationeers who would have seen it nowhere else.