The 3.75″ figure captures Debbie Harry in her yellow Vultures shirt and comes complete with a microphone accessory.

Blondie joins other music icons to get the ReAction Figure treatment, including Motorhead, Notorious B.I.G. and Motley Crue.

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It’s a milestone for all of us! But on that, Brian, what is it – do you think – that means the TRANSFORMERS franchise continues to endure?
Well, there’s always that want, I think, for that classic ‘good versus bad. But what I think makes TRANSFORMERS especially interesting is that there’s an approachability to it. With some other characters, it’s hard to identify with them… A person’s either tall or short, or muscular, or any number of things that make them different from you. When you go into these personified robots, though, you lose a bit of that. They can be more for anyone and everyone. Your only clue is maybe how they speak, or certain mannerisms.

Beyond that, it’s also very straightforward. There aren’t impossibly complex characters whose morality is ambiguous. You really can understand where they’re coming from. Megatron’s bad, Optimus Prime is good – and they’re going to fight… One guy looks like a blaster, one guy doesn’t. Some very basic archetypes at work allow you to get into it; they have a simplicity that anyone can identify with. This is not to say you necessarily want to be like any of the TRANSFORMERS characters. But you get them, you feel them.

Great answer. You’re right: there’s no moral ambiguity. It’s crash, bang, wallop – you’re all there!
But at the same time, the villains aren’t bad to the point where they’re so destructive that they’re terrifying. They’re bad guys, but they’re not necessarily evildoers as such; they’re not cruel. I think what allows people of all generations to get into this is that it’s a really fun, easy-to-understand universe – because it’s still our planet. And then there are these robots within it, which is, I think, more fascinating… Because a lot of fantasy, generally, is set in another location far, far away or whatever… But this? No! It’s Manhattan.

It’s on your doorstep! And in terms of what Super7 has done with the TRANSFORMERS franchise, what kind of collectibles are in your ranges, Brian?
Well, our point of view on it has always been similar to what you see in a lot of our other lines… Aiming to be as cartoon accurate as possible. Because many of our licenses are things that started out as toys and became animations or movies later. In other words, they became stylized and simplified so that they could more easily be hand drawn…

Right!
…and that meant that what you saw on screen sometimes didn’t actually match the toys. The toys are obviously really cool, complicated and interesting. But me? I want a product that looks like it walked right off the screen! So we really focused on creating THAT line of figures… A simplification and a stylization that you don’t get in the traditional toys.

And to what degree does that simplify the design process?
It simplifies the design process in a lot of ways. The hard part, though, is that the more you simplify, the less room for error there is. So proportions, colour shading, how things look… All of a sudden, that extra 16th of an inch, say, might look very wrong. We might’ve been able to hide it in a model with a lot more detail. But not here! So when we get into the ULTIMATES! or ReAction figures, or other lines that we have, we really have to be particular about shape and proportion. There’s not a lot of room for willing distortion if you will.

“There’s not a lot of room for willing distortion!” Great sentence! I’m loving this. So it needs to be really accurate…
It needs to be really accurate, or it looks wrong because there aren’t enough accoutrements or other visual noise to hide imperfections.

And I suppose that matters tremendously because fans of any franchise – serious fans – would be concerned about accuracy…
Right. This means – to some extent – that it doesn’t matter what you make: it’s going to be wrong for some people. You have to get over that hurdle first and focus on the fans that are going to love it! Once you’re past that, you also have different flavours of people, if you like. With TRANSFORMERS, by way of example, there’s a huge part of the fandom that’s very engineering focused…

Oh, really? Because of the conversion aspect?
Right – that’s integral to their experience. And then you have some people that look at it as a toy, and others that look at it as an animated series and just know the character that they’re into. So there’s different facets of it for us.

But on that, you focus on non-converting TRANSFORMERS, do you not?
Yes. The converting TRANSFORMERS toys are Hasbro’s bread and butter. We really focus on the non-converting robots and, in doing so, really lean into – as I said – on-screen accuracy. But even then, Deej, you could go in episode by episode and find that they’re drawn slightly differently in each one… So the accuracy might depend on which screen capture you got it off, which episode, at which moment! The height scales can differ, the colour might shift. Anything like that!

Which is something idiosyncratic to that kind of animation… That leads to the question, I suppose: with 40 years of content, how do you decide which characters – or moments – deserve recreating in a physical form?
At Super7, we look at these toys very much from an emotional point of view. We’re making these things because we love them; we enjoy having them around us. They make us feel something… So, we’re asking ourselves: what are those moments? How did they make us feel? How do we remember those characters in their prime?

And just help me orientate myself around that, Brian… What’s a good example of that?
A good example of that would be our Super Cyborgs line. For that, we made the grayscale Optimus Prime, Fallen Leader. We made them in all gray with the chest open, head turned to the side. That’s the moment where every child sat in the movie theatre and sobbed… Had that ugly cry for the first time in their life.

Ha! And are you saying that had never been done before?
Yes, it had never been recreated in toy form. I believe we did it first in our 3.75” ReAction scale figures – and based off the success we brought them to life in our Super Cyborg scale.

And why do you suppose no one had done it before?
Probably traditional wisdom would ask why you’re going to make a figure of the moment the main character dies?! But for me, those big emotional moments are the things we come back to. What do you really remember? What was so exciting? We generally find the things that resonate with us also resonate with our customers – because they’re emotionally invested.

So you wanted to do the death of Optimus Prime as a figure because it was emotionally resonant – whereas a lot of people had specifically not done it for exactly the same reason?
Exactly.

Great! I just love talking to you, Brian! You’re really in tune with your customers… And in that respect, what lies ahead for Super7 with the TRANSFORMERS franchise?
There are a couple of things coming out and some really exciting things going on right now, too! Something that’s been really well received is the VHS box packaging of our TRANSFORMERS Deluxe figures. So we have our TRANSFORMERS Ultimates figures, which are $55. They come with every accessory you can imagine. You can recreate any scene you want with them.

That’s the Ultimate?
Right. But then, the TRANSFORMERS Deluxe figures are the same Ultimate figure, but with only a single accessory. That gives people an opportunity to get the Megatron, Optimus and Soundwave characters at a lower price point – packaged in VHS boxes that look like the home videos you used to get in the 80s; those white plastic clam shells that pop open!

They look incredible! I’ll be sure to include images of these things…
Thank you! We also just came out with the TRANSFORMERS blind boxes, which are ReAction figure blind boxes with some chase variants. They’ve done incredibly well. So we’re diving into both of those, as well as some secret stuff that we’re not announcing quite yet.

But you know where to come when you’re ready!
Yes. I know this guy over in England… He’s great!

And when he’s not available, Deej steps in!
Ha! That’s correct!

Ha! I’m glad you mentioned the blind boxes because when I saw those I thought – well, you’ve said super fun; I’m about to say super cute! So super fun, super cute, Super7! That might be the headline! But they are: super cute. When did they come in for you?
We actually did our first ReAction figure blind boxes six or seven years ago with Alien and then took a little hiatus on the format.

When did they come back?
We started them back up a little over a year ago. The moment we did, people went crazy for them! The blind boxes hit on the idea of different customers wanting different things. One customer might be buying this because it’s a throwback – it reminds them of being an eight-year-old again. Others get into the blind boxes because they want fun figures and like the surprise element. They might also be wondering if they’re going to get a chase figure in glitter or something – which really brings in a different crowd of customers. And they’re sort of poetic because, obviously, blind boxes really are more than meets the eye!

Ha! Excellent! Ha! But that’s fascinating, isn’t it? That there are totally different audiences for exactly the same thing – but for totally different reasons… Well, Brian we’ve absolutely flown through this! To wrap it up, what’s the one thing I could’ve asked you about today that you would love to have talked about?
One other exciting product we just announced as a first to market with Walmart, is the TRANSFORMERS ReAction Ark Playset. It’s a throwback 1980’s playset of the Ark…

And for the uninitiated, the Ark is – what?
Ah! When the TRANSFORMERS robots crash to Earth, the ship lodges itself into the side of a mountain wall. That’s their base; the Ark… For some reason, that’s never been made into a playset of any sort. So for the ReAction line, we did a throwback 80’s-style playset with the plastic diorama base and the cardboard backdrop that ties in with some exclusive figures.

I’m just looking at that online…
One really fun thing is on the back of the box… If you remember the vintage boxes, whenever they had a playset or vehicle, they usually had a picture of a child playing with it. Here, we instead have an illustration of Optimus Prime and Megatron playing with it! We’re trying to have fun with it: throwback packaging, but with a cute joke in there as well. And giving it that sense; that this is supposed to be fun. You’re supposed to enjoy this. Let’s play with this!

Brilliant. Well, I think you continue to nail it, Brian. Exactly the right balance of fan service, great product, great humour, and interesting vision. Thank you for making time to discuss it.

The post Super fun, super cute, Super7: Brian Flynn, on the 40-year appeal of TRANSFORMERS appeared first on Brands Untapped.

Okay… 20 seconds in and you threw in a curveball!
That’s my forte!

Ha! It might be a record… In 2001, you were a magazine, but you then switched to making toys? That’s a heck of a leap. What inspired that?
At that time, if you were collecting Japanese toys, the two main magazines in Japan were Hyper Hobby and Figure King. To push circulation, both of them would have coupons inside. You had to cut out and send these coupons, with a cheque for $50 or whatever, to get a repaint of a vinyl figure…

We wanted to replicate that experience for the American customer. Of course, the idea for any collector to cut a page out of your magazine is almost sacrilege – so we really wanted to push the envelope. But the colour schemes we leaned into were unique and very different from what was happening in Japan.

How so?
Generally speaking, most vinyl colouration at that time was historically referential. They’d look back at something that had happened in a toy line or whatever, and they’d recolour to that very specific moment. We didn’t even watch a lot of the more obscure Japanese shows, but we knew toys! So, we began designing them according to what we believed was most visually appealing. They made no historical sense – but looked impressive. After a certain time, we became more successful in making toys than magazines – and the rest is history.

Oh my days! What an incredible origin story. I love that. What a way to stand out in the market – by designing to an aesthetic ambition!
Yes! I can’t say that was intentional. It was the only thing we knew… Asking ourselves, “What if we did this? That would be cool!” We were just thinking very selfishly about what we wanted to put on our shelves. We hadn’t yet realised that what we were looking for was the same thing many other collectors were after. And that’s been a guiding focus for us ever since. If we know that we would put it on our shelves, we feel fairly confident other collectors are looking for the same thing.

And in that respect, you’re not only the founder at Super7 but also the lead designer. What are your qualifications for that?
Technically, I come from a graphic design background. That’s how the magazine got started. I knew how to do digital pre-press and whatever… I knew how to make it look like a real magazine, even though it was just two dudes in their house.

“I asked myself what kind of toys I liked and what my aesthetics were…”

Ha! A couple of chancers starting a magazine?!
Yeah! But really design is sort of the same across anything… It’s taking the form and the material you have and reconstructing it into what you’d like to see. So going from graphic design to toy design was straightforward. It’s still the same thought process. A lot of times, if you’re talking about graphic design, people do have a style because that’s what they lean into, the aesthetics that they prefer.

You just extended your style into toys?
Right. I asked myself what kind of toys I liked and what my aesthetics were. Then, I started putting my creations out there. Like anything else, after doing it enough times, that’s what I became known for.

I’m really curious, though, was anybody sort of waving a flag of caution and saying, “Listen, you don’t know anything about toys! Stick to what you know!”?
No, but then I’ve always had a nasty habit of getting into plenty of things I don’t know anything about. Ha! Because I’m not calculating lunar trajectories, you know? I’m not doing biophysics. I’m just figuring out how to get something made. How to get something out of a mould?!

Ha! I love that attitude. And it’s evidently true because you’ve got a huge number of products and what I take to be dozens of licenses. Would you name some of those for us?
We do a little of everything… We work a lot with Hasbro, we work with GI Joe, Transformers, Power Rangers, DUNGEONS & DRAGONS… We also work with a lot of music acts: punk, heavy metal and hip-hop acts. Toho is a huge one for us. Godzilla… Godzilla was basically the impetus of the very first issue and the first toy we ever did. It was a translucent-grey 1954 Godzilla meant to look like the monster when he was underwater in the original black and white film. So we’ve done Godzilla forever! There’s also Thundercats, SilverHawks, and some of our own IP, like The Worst, say, and The Weirdest.

It’s a real who’s who of of material; quite a broad range…
Well, the downside for us advanced collectors is that you get to a point where you’re always looking for all the other stuff… We’re like, “That would be cool too! Let’s do that!”

Ha! “Squirrel!”
Ha! Exactly!

You mentioned DUNGEONS & DRAGONS there… We are – of course – coming up on its 50th anniversary. I noticed that your ReAction figures are very much inspired by the original cover art. Is that what you grew up with?
It is, although I must say that the town I grew up in was really small, so I didn’t actually play that much! But we all had the books and the modules, and we’d imagine them and just pore over the books over and over again.

“When Hasbro agreed to license our figures, I really wanted to focus on the artwork.”

Which books, specifically?
I’d sit there and read and read Fiend Folio and the Dungeon Master’s Guide. By the time I actually got to play with some friends, we might play for a couple of hours, but I’d probably spent ten times that just looking at the artwork and being into the books. So when Hasbro agreed to license our figures, I really wanted to focus on the artwork – that’s where my love of the franchise started.

Which held great nostalgic value for you…
Right. To me that artwork was the most compelling part. Today, you might look back and argue that some of it’s a bit crude or not as polished as it is these days, but I say that’s what gives it its wonderful charm. It just didn’t look like anything else. The Errol Otus art especially… For me as a kid, that was just mind-boggling; the way it kind of glowed with light. In those early editions, those images were so striking and unique; NOTHING else looked like it… The modules, the maps! We’d spend hours just imagining what it would be like to walk through those spaces.

It’s hugely enjoyable watching you talk about this, Brian. You clearly have a tremendous passion for it. So when you came to make those ReAction figures a reality, what was the biggest challenge you faced?
The biggest challenge with a lot of it is that it’s never been interpreted other than in those paintings. In some cases, there are no back views, no side views… There were no legs sometimes! When you’re talking about the Demon Idol from the Players’ Handbook, for instance, you only see it from the waist up – like us on this call! Now, I’m imagining you have legs, but for all I know there are tentacles!

Ha! No, you’re right to imagine legs! Ha! So with some sculpts, you had to extrapolate from what’s there, and the tone of that material?
Right. Take the Githyanki, for example… What does the rear side of the Githyanki look like? It doesn’t exist in the Fend Folio… So we can extrapolate from the front but, to a degree, you’re writing it in a little as you go. And hopefully – if you do it correctly – everybody’s on the same page.

And in terms of the audience, WAS everybody on the same page?
Yes, I think when it finally came out, people just weren’t expecting it. There’d been miniature figural stuff forever, but no one had ever really come back and packaged up the vintage art or made traditional toys out of it, much less throwing back to a 1980’s form factor with the 1980’s art. I think a lot of people never saw this coming!

Great! And of all the figures you’ve done, dare I ask if you have a favourite? I know that’s like asking you to pick a favourite child!
That’s okay. I have a favourite child here! It’s the Githyanki. I keep looking at that thinking, “There’s so many places we can go with it; so many expressions of him left to discover So maybe I’m going to make a bunch of Githyankis over the years. Everybody get ready for it now!

Ha! 120 of these things!
Ha! Save the space on your shelf ’cos they’re coming! Ha! Whether anybody wants them or not is a different conversation, but that’s what I’d like.

Well, that’s the reason, Brian, that we have limited editions! More broadly, then, what do you think is the reason that DUNGEONS & DRAGONS has endured for 50 years?
I think it offers a lot to people who are creative-minded but may not have the manual skills to bring their ideas to live, a platform where they can visualise and populate various imaginative worlds.

Have you seen that audience change over the years?
For sure! My children actually play it quite a lot – but not because of me! They both have DUNGEONS & DRAGONS clubs in their schools. Their version is very different from the one I grew up on. But what’s really interesting to me is their D&D clubs are 75% or more female. You’re talking about 20 girls in the room, whereas when most people think of D&D in the eighties and nineties, they think it’s a bunch of dudes hanging out in the room.

“What I see now is a radically different way of playing…”

Oh, very much so…
What I also see now, with that almost-all-girl group, is a radically different way of playing. Historically, when we played, we would’ve been like, “Alright, we’re going to go fight a bunch of stuff!” But these groups like playing tricks on each other! It’s very interesting to me that my oldest will always talk about a spell called Vicious Mockery where you just make fun of someone until they die. They think that’s the best thing you can do because it’s hilarious.

Ha! I think someone’s casting that on me! So tell me, Brian, where do you think the brand could go next?
I think the brand is only limited by the imagination of the people that come into it. Because despite people turning DUNGEONS & DRAGONS into their own sub-brands, I still don’t think we’ve really seen all the key characters transcend the game. That’s mostly because people’s entry point is their own character. They’re the heroes of their journey. But what you’re starting to see – I think to a degree with Baldur’s Gate – is key characters that can be attached to your campaign that then you start to know as individuals…

So if they get to the point where they’ve got those individuals that really start to transcend the game, I think that opens it to a much bigger audience… Much like when we had the cartoon in the 80s. I watched that all the time and I can tell you all about Bobby or Eric or Diana or the Shadow Demon or Dekkion or whoever. That’s why when we got into the Ultimates collection, we more or less went straight to the bad guys – because that’s what I wanted to see!

And on that, what else do you want to see happen with DUNGEONS & DRAGONS? Apart from your collection of 120 Githyankis, obviously…
Ha! Talking about it selfishly, I’d want to see if there was any way I could make a DUNGEONS & DRAGONS module featuring our characters from our own IPs; The Worst and The Weirdest. Larger picture, I think D&D is really doing a good job… The way people play now is so radically different from anything I could ever have imagined. The modern game has really opened up – and that open-endedness is really exciting.

Great answer! We need to wrap this up, Brian, but what’s the one question I could’ve asked you today but didn’t?
Hmmmmm. I think you could’ve asked me what I’m most excited about!

And what are most excited about?
Well, I love the ReAction figures – they’ve already been out and successful; I’m super-excited about them. What we’re doing with the Ultimates is exciting, too… Cartoon-accurate animated figures; being able to go into the villains like Dekkion and Shadow Demons… That’s the stuff I’m most excited about. And I hope that people really get behind that because it allows us to go really deep into a world that’s never been touched. If I can bring that world to life through Super7, GREAT!

Brilliant. What a fantastic note to end on. Thank you, Brian.

The post Super7 founder Brian Flynn discusses how nostalgia drives his DUNGEONS & DRAGONS figures appeared first on Brands Untapped.

The range features highly articulated 7” scale figures featuring intricate sculpts and premium paint detailing, along with interchangeable heads, hands and accessories.

The full wave includes Hank the Ranger, Dekkion the Skeleton Warrior, Sheila the Thief and a Shadow-Demon 2-pack.

Fans who purchase the complete Dungeons & Dragons ULTIMATES! Wave 1 collection from Super7.com will receive an exclusive Super Pack with glow variants of Hank’s bow and arrow, Dekkion’s sword and a real metal version of Dekkion’s Circle of Power.

Pre-orders close next month, with shipping expected for October.

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The first wave of Parks and Rec ReAction Figures includes fan favourites Leslie Knope, Ron Swanson, Ben Wyatt, Donna Meagle, April Ludgate and special agent Burt Macklin.

Check out the range below:

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Each highly articulated, deluxe 7” scale action figures features a range of interchangeable parts and accessories inspired by fan-favourite episodes of The Simpsons.

Mr Burns comes with his teddy Bobo, Ralph Wiggum has the ‘I Choo-Choo-Choose You’ Valentines card, while an Alien Maggie accessory and the ‘How to Cook Forty Humans’ book comes with the Kang & Kodos figures.

Check out the new range below:

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Its popular ReAction line has given pop culture icons from LeBron James to Jessica Rabbit the 3¾ action figure treatment, while its Ultimates! collection provides fans with a deluxe collectables complete with accessories, interchangeable parts and lots of articulation.

We caught up with Armando Roque – Senior Product Design Manager at Super7 – to find out more about crafting products that fans crave.

Mondo, it’s great to catch up. In the time since we last spoke, you’ve joined Super7 as Senior Product Design Manager. For anyone new to Super7, talk us through what the company’s known for?
Super7 is the premier pop-culture design house and producer of lifestyle-oriented collectibles, toys and apparel based in San Francisco. It was founded by one guiding principle…

‘We grew up with giant monsters, comic books, punk, science fiction, skateboarding, robots and rebellion. No one made what we wanted… So we made it ourselves.’

This motto is what fuels the passion behind every product we produce.

Nice line! And as that quote suggests, your product line up is incredibly varied; everything from The Lost Boys to the Ninja Turtles have been given the Super7 treatment. What brands work well for what you’re doing? How left field can you go?!
Typically, retro brands work best for what we do – but we can take most brands and make them feel like they are fresh out of the Eighties.

We love playing in left field! When licensors are willing to let our imaginations run wild, we can take tried and true brands – like Universal Monsters – and transform them with bright colours and glow plastic to create something completely unexpected.

Yes, The Wolf Man has never looked better! On that, the packaging artwork for your launches is brilliant; it manages to feel authentically retro. How important is it to get that right?
Authenticity is everything for us! We know the product isn’t complete without the right packaging, so we don’t take a one size fits all approach when designing it.

From look and feel, themes and unconventional form factors, we are constantly breaking our rules to get what feels right for the brand. We want our product to capture the nostalgia of a time that meant so much to us and other fans of those brands.

Talk us through the first few steps of your design process at Super7. Does a brand land in your lap and off you go?
The brands we design for always offer us an opportunity to ‘play with’ – not ‘work on’ – their brands. We take a different approach to every brand and product category we produce, but we usually ask the same questions to start…

What do fans of this brand want most? What deep cuts can we offer in our product? What do we want the fans’ product experience to be?

Our brainstorms go to bizarre places sometimes, but it always comes back to crafting a creative product strategy that feels the most authentic for the brand and produces product fans crave!

On that, is there a recent launch you feel nails that? A launch that highlights what Super7 does better than anyone else?
Yes, the TMNT Ultimates! Party Wagon! It takes a TMNT fan favourite and brings it to life in a whole new way that still feels as familiar as the original retro toy. It’s no easy feat to take a beloved childhood toy vehicle and modernise it while still retaining “all the feels” that fans experienced as children.

Super7 has a tireless commitment to the details and understanding what fans want from their product. It’s this dedication that allows them to level up product experiences far beyond their competition.

It looks great – and I imagine different brands pose different design challenges. Can you talk us through a tough nut that you’re happy to have cracked?
Absolutely! Our freakish dedication to the details often doesn’t allow us to easily just give up when we face design challenges. It only drives our determination further to make it the way it should be made despite the obstacles.

None was more complex than our Super Cyborg Mechagodzilla design. This was teased earlier this year… Without going into too many details, this design had a thousand plus rivet details that we just had to capture to make it look as authentic as possible. The final product is going to melt some brains!

We’ll include the tease image there and keep our eyes peeled for that. Prior to joining Super7, you worked at Spin Master. Are there any major difference between designing action figures for adults versus for kids? Or do you take the same approach?
The approach is very similar, but the target demographic’s expectations for the product experience is way different. We have to consider things that kids just don’t always pick up on, like a nostalgic look and feel along with figure pose-ability and functionality.

We are recreating experiences and bringing back memories from a very special place that the product needs to deliver on.

When we last spoke, Bruce Lee came up as a source of inspiration for you, and the stars have aligned… You’ve created a detailed figure of him at Super7!
Yes, this was an amazing experience!

I never imagined I’d have the opportunity to play with such an iconic figure that I, like many others, grew up idolising for his amazing martial arts abilities – but most importantly for me, being inspired by one of his life philosophies, “Be like water”. This quote has been a foundation to my approach in facing some of the toughest design challenges in my career.

I can’t say bringing Bruce Lee to our Ultimates! figure platform was challenging, but understanding who he was and what he stood for allowed me to bring a more authentic version of this amazing person to life.

Mondo, this has been fun! One final question: What fuels your creativity?
Creativity for me is spawned from inspiration found in my environment, memories and daily experiences where I learn new things. I love to surround myself with an eclectic mix of old toys to hold and unique art to daydream with.

I’m a serial doodler; I’m always trying to capture my imagination on paper, creating legions of robots, monsters and more. I like brainstorming and looking back to what’s been done before and thinking about new ways to recreate fun and familiar experiences through product.

You mentioned about surrounding yourself with toys, so what’s the most interesting thing on your desk right now?
The answer is always robots! I have some Super Cyborgs currently invading my workspace that I can’t wait to get into fans’ hands.

Great stuff. Thanks Mondo – let’s tie-in again soon.

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