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About ShiniGami
Expertise
I can answer any question about Action Figure and Toy Design, Prototyping, Manufacturing and Production Management. Over 20 years in the Toy business with clients including Bandai US/Japan/Europe, Hasbro, Kenner, Mattel, McFarlane Toys, Playmates, etc., and also specialty companies including Toy Tokyo, The Showroom NYC, Kid Robot, Wheaty Wheat and many others.

NOTE: I travel A LOT, so during overseas travel (Japan, Hong Kong, China), I do not check for questions. Thanks.

Experience

Past/Present Clients:
Designers including : Gary Baseman, Ron English, Frank Kozik, Pete Fowler, Futura, Stash, David Horvath. Companies including : Bandai Japan, Bandai US, Dark Horse, Hasbro, Kenner, Lucas Films, Maharishi, Marvel, Mattel, McFarlane Toys, MTV, NIKE, Playmates, Reebok, Sony, etc.

You are here: Experts > Kids > Kid's Toys and Games > Action Figures > Producing action figures

Topic: Action Figures

Expert: ShiniGami
Date: 8/30/2007
Subject: Producing action figures

Question
I really enjoyed reading you answers in late august.

My question comes from having No experience in the field. I would like to produce a 12" posable sports action figure like Kenner did in the late 90s (12'Starting lineups). Kenner no longer produces that particular line.

Do you know how difficult/expensive it is to get permissions from the leagues to use player images and
team names?

How does one commission such a project?

How do I get a prototype made?

How can I make a connection with a manufacturer in China that is not a middle man? Do you know of any?

Answer
The licensing rights would probably be in the hundreds of thousands or more. MLB would not even consider handing that license over to anyone who didn't have a proven track record, millions of $ in Product liability insurance, not to mention the money you'd need to tool and produce these in any quantity. The tooling for a 12" body would be in the $100,000.00US range alone. You'd need a licensing agent to acquire or attempt to acquire the license, marketing team, sales team, etc etc. The smallest company that's done anything along this was McFarlane.

I'd guess you might be able to get started on something like this with 5 Million $US or more.

I'm doing a sports licensed project right now, and they will probably make a million units of each for the 1st run.

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