『#206: Transformers –』のカバーアート

#206: Transformers –

#206: Transformers –

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 Snippet Dave Young: Welcome to the Empire Builders Podcast, teaching business owners the not-so-secret techniques that took famous businesses from mom and pop to major brands. Stephen Simple is a marketing consultant, story collector and storyteller. I'm Stephen's sidekick and business partner, Dave Young. Before we get into today's episode, a word from our sponsor, which is, well, it's us, but we're highlighting ads we've written and produced for our clients. So, here's one of those. [Pinpoint Ad] Dave Young: Welcome back to the Empire Builders Podcast, Dave Young here, along with Stephen Semple, and we're talking about empires. And the one you gave me now is I have to admit, I am familiar with the brand, but I'm not an active participant in the brand. I think I've mentioned on here before, I raised four daughters, and so today's topic is Transformers. And none of my daughters were ever into Transformers as a toy. I was beyond toys when Transformers, I think first came around. So I've never even really jumped into the movies. But big, big brand. Stephen Semple: Huge brand. Dave Young: Tell me how they got started. Stephen Semple: Well, and the interesting thing, I almost included my oldest daughter, Crystal, in the recording of this, and I decided that, no, we might do a follow-up episode with her because she is a massive Transformers fan. Dave Young: Wow. Okay. Stephen Semple: And the interesting thing is she never played with them as a kid, but she found herself into the fandom. And today there's a whole thing I want to do about fandoms because it really speaks to the role that social media plays with a lot of companies. Dave Young: I feel like as a kid, I would've loved them. Stephen Semple: Because there's this unbelievably rich storyline behind Transformers that is incredible. And then it's actually one that is fragmented into the Michael Bay Transformers storyline versus the historic ones, because Michael Bay is the one who made the movies. It's this crazy world when you dig into it. But, the story of Transformers is actually a story of a battle between two decent-sized companies. So it's not normally what we do, but it was so interesting, I thought we got to talk about this because it's a story about a battle between Tonka and Hasbro. Dave Young: Oh, man. Just like Wonka and the other guy. Yeah. Stephen Semple: Yeah. Exactly. Yeah, yeah. Today the Transformers franchise, I think is a $25 billion franchise between the movies and the toys. It is massive. And the story goes back to we're in July of 1983, and Tonka is struggling for a new hit. Tonka is being run by Steve Shank, and they're like $10 million in the hole, and they're known for trucks. And think back to the '80s, what's happening, video games are growing and the market is shifting away from things like playing with trucks. And Tonka did not shift with it. So they're really, really struggling. And Shank has hired a Mattel veteran, Pat Fellie. He's the guy who basically helped turn things around at Mattel with He-Man. So he was basically the really a key person with developing of He-Man. And so they need something quick. And the shortcut is to license existing toys because the development and manufacturing is done. It's quicker and cheaper to market. So they go out everywhere looking around for something to market, and they come across this toy that Knickerbocker has. Knickerbocker is going out of business, and it's this interesting toy, which is a car and a robot, but it's a cheap knockoff. The real one is being done in Japan by Bandai, which is making this thing called a Machine Robo. And so Steve Shank heads to Tokyo to get the rights. And Bandai demands, okay, well, we can make this for you, but you got to buy 800,000 units as part of the deal, and Tonka has never sold that much, and it's an unknown toy in basically an unknown market. Dave Young: 800,000?

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