ROW M.com

 
News
Reviews
Harry Potter
Lord of the Rings
Star Wars
GI Joe
Movies
Television
Comics
Games
Sports
About Us
 
Next Up
 
In Review
 
In Review
 
In Review
 
In Review
 
In Review
 
In Review
 
Message Board Archive
 
 
Row M Mustclix
 

Movies
January 2015

January 19, 2015

[LINK]Hasbro's Hero Mashers Line Grows To Include Star Wars & Jurassic World

by Byron Crystal

Images of new upcoming Star Wars and Jurassic World-themed Hero Mashers appeared in an article on Forbes.com today as part of an exclusive look at expansion of Hero Mashers. Star Wars Rebels and Jurassic World will get the Hero Mashers treatment in 2015, as both franchises make their way into cinemas with huge, hotly anticipated theatrical releases that are tent poles on the studio calendars for the year. Disney's Avengers: Age of Ultron will be represented in future waves of Marvel-themed Hero Mashers as well. Many times over the years, we've seen Hasbro introduce new toy concepts using the Star Wars theme that they then apply to other Hasbro-licensed properties if they prove successful. With Hasbro's stable of blockbuster movies based on which they produce toys now including giants like Marvel among their perennial legends like Transformers and G.I. Joe, we see an example of that technique flowing the other way, towards Star Wars.

When we first saw Hero Mashers at Hasbro's showroom at Toy Fair in New York City back in February of 2014, it was striking how they recalled the play pattern of Micronauts, the classic toy line from the 1970's. That line of 3.75 inch scale figures and vehicles was successfully brought out in 1979 by the now long defunct Mego, with the support of a Marvel comics title in the wake of Star Wars at the movies and Kenner's revolutionary toys from the film. Based on a Japanese property, Micronauts was an early example of action figures that were meant to be pulled apart so that their interchangeable elements could be exchanged, creating an opportunity for kids to explore scores of possible combinations and imagine the characters' abilities and built-in traits moving around to create new characters and situations of their own. In 2009, Hasbro did some work to possibly bring back Micronauts. There was even talk of a feature film involving go-to director, J.J. Abrams. But no new Micronauts films or product releases ever came of it. However, that basic idea employed by Micronauts toys works well when applied to today's biggest intellectual properties.

Hero Mashers' initial Marvel offerings allowed kids to create hybrid superheroes and experiment with new combinations of their super powers. With new Star Wars Hero Mashers, kids will now be able to exchange parts between characters from the current Star Wars animated series Rebels. And Jurassic World Hero Mashers seem like a real natural for this treatment, as kids can assemble various new dinosaurs, with a wide array of body types and looks.

Adam Biehl, Vice President of Global Brand Strategy and Marketing for Hasbro was interviewed by Forbes for their exclusive, and said "kids want power over their play experiences, they want to customize their play. ... We thought to ourselves, in partnership with Marvel, how do we actually empower kids to customize their action figures right out of the box, so that parents don’t feel like they’re breaking them and that it’s actually encouraged. We started testing that with kids ... we talked to tens of thousands of kids and their parents around the world about play and customization that got us to these results in terms of the product line. The moment we put one of these figures in kids’ hands we knew we had something. It became a storytelling mechanism for them, it opened up creativity in a new way. about the development of Hero Mashers and how allowing kids to make their own heroes and dinosaurs within these massive entertainment story worlds provides a kind of play thus far unique to these mega franchise properties.

The new Jurassic World items will come in three different sizes, but the parts are interchangeable between all three. They suggested retail prices will range from $9.99 to $14.99 and $19.99 for the larger sets.

Jump back to
Row M Movies RSS Feed
 
Now Available
Brick Bowl 2008
Brick Bowl 2007
Star Wars Episode III Anniversary/NYLine Congratulations Video
Brick Bowl 2006 Video
Harry Potter and the Prisoner of Azkaban Line Party Intro Video
 
Row M Features
Row M's Star Wars LEGO Brick Bowl IX
Brick Bowl 2009 Video
Brick Bowl 2008 Video
Row M's Star Wars LEGO Brick Bowl III
Review: TRANSFORMERS: Meets The Eye in Row M
Row M's Celebration IV Contest Guide
Row M's Star Wars LEGO Brick Bowl II
Star Wars Episode III Anniversary/NYLine Congratulations Video Now Online
NYLineIII Message Board Archive Now Open
Brick Bowl 2006 Video Now Online
Row M Star Wars LEGO Brick Bowl
Revenge of the Sith Full Trailer Still Gallery Now Open
More New Potter Imagery from Mattel
"LEGO® Star Wars™: The Video Game" Hands-On
Row M Has Scene It All
Mattel Adapts HP Offerings For Older Audience
LEGO® Harry Potter's new look for Goblet of Fire
Row M teams up with NYLINEIII for Revenge of the Sith
Revenge of the Sith Teaser Trailer Still Gallery Now Open
Prisoner of Azkaban Line Party Intro Now Online
HP:PoA NYC World Premiere Coverage Begins!
Hellboy: The Anti-Hero with a heart of gold and a huge, stone hand that rocks.
ROTK Sweeps Oscars. 11 Out of 11. Army of Little Golden Men Invades Parties.
Review: Clone Wars Chapters 11-20
Toy Fair 2004: Featured Star Wars Item
Look Out, Fonzie: Collectible FX Jackets Are on the Way
Toy Fair 2004: Harry Potter
Toy Fair 2004: Star Wars
 

The design and contents of this site are © 2004 Row M Enterprises, Inc. All rights reserved.
Comments? Questions? Problems? Contact us if you need any help.