I mean - the "fans" had stopped buying them, so they weren't really robbed of anything. The line didn't shrink and go DTC for the fun of it.
From what I heard at the time (the “He Tell Me” crowd) was that GI Joe was doing fine. IF anything, GI Joe ended up doing a bit “better” than Transformers in 2004, simply by virtue of not having PILES of overstock clogging down the line for most of the year. GI Joe was clearly doing well because those massive vehicles in DTC didn’t come from out of nowhere, they were planned for Robot Rebellion. And I recall Target actually giving GI Joe more shelf space in early 2005 than they had for the holidays.
The core issues Boiled down to the garbage 12” figure sales and corporate politics. Walmart, reportedly, wasn’t happy with GI Joe’s “solid, but not spectacular” sales and pushed Hasbro to move wholesale to the 8” figure line (which I firmly believe were developed as replacements for the 12” segment). Hasbro DID have a pretty healthy slate of products for 2005, building on much of the groundwork done in late 2004 (the mini-themes, the new pinless joints, Dwight Stall’s fantastic design and sculpt work).
Walmart said “we don’t want these old GI Joe figures” and Hasbro complied because Walmart was a big enough buyer to dictate that.
Direct to Consumer was Hasbro actually listening to collectors…who didn’t show up or weren’t numerous enough to carry the line like they claimed. All those amazing products released under the DTC label (aside from some of the kitbashed figures) were planned for a mass retail release.
Man, I haven't seen such a back-handed swipe at Sigma Six in so many years!
Lol. It wasn’t intentional. I still maintain Sigma 6 was the last truly great action figure line we’ve ever seen. Everything we’ve gotten since have leaned heavily on established principles, legacy media and characters and penny pinching. S6 was reasonably fresh, with a fresh aesthetic, solid construction and design and really novel play features. While I stand by my statement, I will still defend Sigma 6 as the kind of amazing action figures we’ll probably never see at mass retail again.
BUT…I also maintain that by scrapping the 3.75” segment when they did, Hasbro just gutted a TON of momentum they had built between fans, retailers, and casual audiences. And I’d readily argue that Hasbro has NEVER been able to regain that momentum in the decades since. Hell, it took them until 2009 to actually make 4” figures that were even close to the quality we saw in 2005.