The Play With This Too Kickstarter for Lost Protectors fell short, and John DeLuna brings in Exvee and Rob Clay for a post-mortem. Exvee and Rob wrote up the campaign and found 38 pledge levels and about $74,000 from roughly 400 backers. The crew covers Skullgrin as the face of the line, the lone prototype and the missing low-cost rewards. All three want the company to simplify and try again.
Top-Heavy and Overcomplicated
Exvee counts 38 pledge levels, from $1 to $900, plus a one-person $1,600 slot. He says the campaign drew about $74,000 from roughly 400 backers, an average of $177 each, against an $80,000 goal. The campaign closed without funding. [Source: BattleGrip] He would offer one $55 figure level and sort choices in a post-campaign survey, as the BMOG Kickstarter did. John adds that new tiers appeared mid-campaign. One matched what he wanted at half his pledge, so he cut his pledge. He cites research that more choices leave buyers less satisfied.
Skullgrin as the Face of the Line
Rob thinks Skullgrin is a good, distinctive design. He notes most Kickstarters are original lines, while third parties usually show a product before selling it. Exvee does not see the character choice as the misstep. The bigger problem was that a painted prototype did not appear until the final week, after a 3D print at Toy Fair. Exvee would have polled fans on the first wave rather than putting the whole line into stretch goals. John notes the human Pretender designs were left as stretch goals.
Star Power and the Low Tiers
John felt the veteran talent behind the company, led by Aaron Archer, faded from view once the campaign began. Exvee says new designers’ work was too far out to deliver in this campaign. He suggests head packs as a cheap tier so every artist is represented. Exvee also notes the one physical item under $55 was a $15 button with no illustration. He thinks branded shirts and prints would sell better with monster art on them.
Worth Another Try
Exvee thinks the move beyond Pretender references widens the line’s appeal over the long run. Rob wants to see the line return with more attention to its lower tiers. All three say their criticism is meant to help it succeed next time.
Contributors: John DeLuna, Exvee, Rob Clay
Your snack-size Transformers podcast every week. Get in-depth reviews, commentary and more in 30 minutes or less!