Potentially another price increase coming

Crazy how so many people talk as if Mattel has a diabolical plot to stash hoards of cash through unnecessary price increases (“focused on short term margins”). It couldn’t POSSIBLY be that they’re seeing increased costs the same as everybody else and are focused on the long term viability of the line and the company!

Only collect flashbacks and there’s hardly get any in the elite line, so won’t affect too much

The pandemic and Ukrainian conflict are excuses to nickel and dime customers and everyone knows it. Corporations are making more money than ever

Exactly, profits are soaring and wages have been stagnant since WWE went HD

Happening across the board. Two price hikes in such a short time is going to hurt all brands, especially ones that are already struggling. I don't know how Basics will go on without a price-point change.

It's a pretty safe prediction that by the end of this decade, action figures at large will be collector-based lines aimed at adults who have the spare income for it. I think toys will certainly still exist, though the division on what is targeting single-digit-kids-only will be clearer. It's just not cost-effective anymore to do detailed 6" figures at a price most people are willing to pay at whim at the grocery store for their child. Birthday and Christmas gifts are one thing, but inexpensive toys you randomly pick up while shopping for other goods have that impulsive role in retail, which is why they want them so much and have that edict for Mattel and other manufacturers. As time goes on, that probably also means a tighter selection of what makes it to retail and what remains online-only, which means if it's an online-only future for certain lines, even MORE expensive prices since manufacturing at a lower volume = higher cost to the consumer.

Hard to believe that Elites and Legends began at $15, and that was considered to be a bit expensive at the time since it was more than CS...

If they get that high in the U.S., I may have to consider limiting what types of figures I collect - maybe only Legends, or at least Legends and only first time in the line figures.

At $25 I'm out on Elites/AEW. The amount of figures I buy monthly wouldn't be justifiable at that price point. Ya'll think RSC prices are high on some items now, just wait. It hits EVERYONE.

They should change their name to Buck and a Quarter Tree.

Some of these reactions are just laughable.

First off, we are still feeling the effects of the pandemic and prices will always go up at a time of war. That is just a fact. Prices will only go up further if we get involved. Let’s hope that we don’t get involved. That’s what is most important here.

Second, people need to stop blaming Mattel directly. What do you expect them to do? Eat the extra cost? You simply do not understand business then. The cost of materials is increasing, therefore the retail price will increase. Does it suck? Yes. But we can’t blame Mattel or expect them to just lower their profit margins.

Prices for all toys are increasing. Marvel legends are up to 22.99-24.99 depending on the retailer. Funkos are up. Everything is up. Whoever is comparing these to Hot Toys is comparing apples to oranges. Hot toys are over $250-300. So, proportionally, $25 for an Elite isn’t bad because they are quality figures in their own right.

Lastly, for those complaining about $25, most of you already pay more through Ringside to get them early. Don’t kid yourselves. Will the Ringside prices go up too? Sure. But you were already paying more.