The Mothership Fails

There are failures.  And, then, there are embarrassing failures.  And, the Cobra Mothership was nothing more than one of the most complete and utter disasters the Joe world has seen.  Even the failed DTC experiment had an initial modicum of success.  The failure of the Super7 Cobra Mothership, though, is so thorough that it's tough to take away any useful lessons.

I was an advocate for the Mothership.  I wanted it to succeed because cool toys need to be made.  I was clear that it wasn't a toy for me just due to the sheer size.  But, up until  the end, I was optimistic that the ship would fund.  It needed about 2500 backers on the final day.  This isn't an insurmountable number.  And, Haslabs often have 5,000 or more backers on the final day of funding as they blow through tiers.  Kickstarters are notorious for seeing a surge of last minute pledges.  It's a fundamental truth in the crowdfunding world.

But, with the Mothership, there was no final day surge.  Sure, the numbers went up a bit.  But, not even 100 people backed it in the final day.  That is unprecedented.  And, it is that lack of last minute interest that bears the most scrutiny.  In the end, 1598 people out of a necessary 4000 backed the project.  That is an astoundingly bad showing for a product whose community regularly generates 15,000 or more backers for Haslabs.

Throughout the campaign, I was surprised by Super7's lack of advertising of the product.  It was only near the end of the timeline that they started reaching out to toy influencers on YouTube to hype the toy.  And, even then, their presentations were tepid.  While it's likely that Super7 could not create any advertising showcasing vintage Joes in the Mothership, there was no reason why an online personality couldn't have done so in one of their videos.  It would have been a nice visual.  And, would have gotten some play in the vintage Joe discussion groups.

Speaking of those groups, though, Super7 never even attempted to use them.  Facebook is full of Joe groups with 10,000 or more members.  Why didn't Super7 do a quick Q&A livestream with one of the  admins of these groups?  It would have been free and a way to instantly reach most of the still active Joe fans who exist.  And, things like that are FREE!  Which, for a project that only sought $2,000,000,  was probably an essential component.

To me, the complete lack of fanfare over the toy was the single reason for it's failure.  Items like the Skystriker, Hiss Tank and Dragonfly generated discussion in the Joe community every single day of their campaigns.  The Mothership did not.  Part of this is that it wasn't a Hasbro product.  And, that means a lot as there are many collectors who view non-Hasbro product as non-official, even if it's fully licensed.  Part of that is that the Mothership was somewhat obscure and not a toy that had ever really generated a lot of speculative interest.  The Cobra helicopter?  Sure.  Collectors have wanted that for 30 years.  But, the Mothership never even appeared on the once common "wishlist" items that dominated online Joe discussion.

The final issue was price point.  I have no doubt that $500 was a necessary price to make this happen.  But, even Hasbro has shown that the sweet spot for crowdfunding is between $200 and $300.  At that level, the items don't seem like such a big ticket purchase.  But, they also make the item seem special.  I don't think that Super7 could have created a version of the Mothership that was viable within that optimal price range.  So, they took a huge chance on a more spectacular product.  And, it backfired on them.

So, what does this all mean?  Truly, I have no idea.  We are certain that 3 3/4" o-ring Joes are dead to Hasbro.  They have been farmed out to Super7.  I doubt the failure of this ship will alter those plans.  Super7 has had enough success with their 5POA line at retail to justify a solid attempt at o-rings.  And, figures always do better than vehicles in today's toy landscape.  I'm sure there's some hand-wringing at Super7 HQ today as its leaders wonder if they bet too much of their company's success on a single brand that, frankly, has a lot more failures under it's umbrella in the past 25 years than it does successes.