Wicked Cool Toys, Ninja and Mixer – A license tragedy in the making, or unforeseen marketing Jujitsu
Category : Blog
So here’s some food for thought: earlier this year, Wicked Cool Toys proudly unveiled a collection of toys and collectibles during the NY Toy Fair. From the LinkedIn announcement standpoint, all sounded to be a step forward in the evolving world of influencer licensing. Things like Ryan’s Toy Reviews already had it as well as a variety of slimes by Karina ‘Slime Queen’ Garcia. Looking at the diehard fandom of Pewdiepie, these online personas have some major level of connection, right? With a kid audience that’s getting older, why not promote and produce along side an older video game streaming influencer?
This is what Wicked Cool Toys did with Tyler “Ninja” Blevins. Looking to be ahead of the curve, I can see where WCT was trying to go, but admittedly, looking at the opportunity at the root, we’re looking at making of a collection of collectibles not around the subject game but of the influencer which is really nothing more than an home grown personality which at his best would be an amateur ‘reality TV’ actor.
My kids who’ve watched him before and idolized the way he plays, but when I asked them if they wanted collectibles of him, without hesitation they both said ‘nope.’ When asked why not, they told me they liked how he played, but there was nothing outside of that that they liked about Ninja himself.
So already it looks like trouble in my eyes. Of course, if you persist enough, you eventually find some gold I’d imagine. I can’t say when with this, but maybe some day.
One major flaw about these online personalities is the volatility the influencer. One bad move by the influencer even by accident, and the audience numbers are taking nose dives. Recently there’s been a few influencers that have suffered greatly at this problem including the previously mentioned Pewdiepie, Logan Paul, and fellow Twitch streamer Dr. Disrespect. Even after their falling out, their audience is still there, but should they have had a product producer release something during these episodes, we’re probably looking at major retailers stripping shelves and abandoning the line altogether. Anyone for an Antisemitic Pewdiepie action figure, or an ‘I see dead people’ Logan Paul doll?
Though not as severe, Ninja has really pulled a strange move as he is abandoning the primary channel of all his fame and attention, Twitch, to go with Microsoft’s Mixer platform.
I sure hope WCT with their release hailed as ‘Twitch inspired’ are making this a one time run that’s already run its course with complete with collectible streaming theme. Otherwise, we’re looking potential dead shelf space of figures toys that are soooo last platform…