Bingo! This is why the company is reporting revenue instead of profits on their balance sheets... they might be "growing the brand," but actually they are decreasing profits and taking on debt for capital expansion... if it doesn't work, the company will go bust.
This is why they are so concerned about pushing volumes of new stuff all the time trying desperately to get kids interested.
They have taken a huge gamble and there are not enough collectors to bail them out so they desperately need "new market share" however, they will keep throwing bones to collectors because they need them too, badly.
Sorry for the grim assessment, I hope they can pull it out and get their heads on straight.
Hi Baron Marshall
While I totally agree with you that they need to "get their heads on straight" especially as regards the value of adult collectors
I do disagree with part of your message. First of all, they are raking in the dough and they can reinvest as much as they want to because they are a privately owned company and do not need to satisfy stock holders with dividends or rising stock values. As long as HOB (Horst Brandstätter) is satisfied (and he seems pretty comfortable, money-wise) they can continue to expand. It may seem counterintuitive, but I think their success of recent years is a big part of the problem because they are increasing sales in the big markets (except the USA which they don't seem to understand at all) and it will take some time for their mistakes to become apparent. I certainly don't know what all their mistakes might be, but, IMO, there are some things that stand out: extreme gender differentiation and the emphasis on all the sort-of violent spy/criminal/robo-gang products which may alienate their strongest market (well-educated parents and other adults with money to spend on
creative-play toys.)
As far as throwing bones to the collectors, I don't believe that they feel they need us. Rather, they are literally throwing us a bone to keep us busy the way you might try to distract a cute, but annoying, over-active puppy. We could definitely be the "new market share" that you mention, but they still don't see it that way - if they did, then the Steck 4-way connector would have been in the Direct Service line for years now, both in castle gray stone-style and plain brown.