Q: These figures are 4-6 tall, these are a bit smaller than Halo fans were used to with our previous toymaker. How did you guys select the sizes for the figures?
TM: Heres what ends up happening: Youve got two mainstreams that you can distribute toys through: Mass outlets and for lack of a better word, non-mass. The non-mass is easy; weve got that one locked down pretty well.
Over the last six to seven years, some companies that wouldve taken a decent amount of Halo product have changed and amalgamated, and the strong business of doing higher-end, specialty stuff isnt there. Your next option is to try and sell a couple of those items at mass [market], but youll take a loss. So we, as toymakers have to find a balance.
Well end up making a wide variety of sizes and prices, but out of the chute we need to make it appeal to a 12-year-old newbie and 25-year-old player alike.