I have been receiving a lot of texts and IMs from my non-collector friends about the (fairly) recently announced Variant Play Arts Kai Stormtrooper and Boba Fett (also the previously announced Darth Vader). This is very exciting. Star Wars (back in '77) was a juggernaut for action figures, ushering in a new age of poseable playthings. Could the hype over the upcoming movie, coupled with the awesome "Variant" redesigns by Square Enix, do the same, becoming the tip of the spear for Japanese figures to really explode in American markets? I hope so! Bandai Japan has been making inroads, but I think there's room for even more Japanese figures in the West. If any franchise could do it, it would be Star Wars.
I think the fact that they are design overhauls is key: Hasbro, and its predecessor, Kenner, have been pumping out Boba Fetts, Stormtroopers and Darth Vaders of all scales and qualities for over 30 years. Some were stylized, usually to appeal to a younger audience (Galactic Heroes, Force Battlers), some were redesigns (Visionaries, McQuarrie Concept Collection) and some were quite badass (Unleashed). But, the other 95% of them have been incredibly similar. The image of those three armored characters has been emblazoned in our minds by the myriad of different figures, but also bed sheets, lunch pails, plushies ... the list goes on and on and on. I think Star Wars fans are still excited by the experiences that universe has given us, but perhaps, a bit fatigued by merchandise re-featuring those classic designs.
This is why I love the Variant Play Arts Kai (VPAK) line so much. It, so far, has taken tried and true, but maybe a bit tired, designs and updated them. Something to get excited about that still represents a treasured memory or character. The four IPs Square Enix has done VPAK versions of (DC, Marvel, Final Fantasy, and now, Star Wars) all have extensive figure and merchandise catalogs. They often re-use the same designs, even as characters get their 10th, 20th or even 50th figure with the same (or very similar) costume. A breath of fresh air in such a repetitive space is that much more exciting.
Now, some collectors really hate the unique style of Play Arts and Play Arts Kai. I agree on many of their past figures; they really don't look anything like the original, and heck, some don't even look human. This is actually another reason why the Variant line is so smart. They have the R&D, technology and techniques for gangly 12" dolls with that one-of-a-kind Play Arts aesthetic, and are adjusting the character designs of the characters to really shine in it. It is a bit of a case of making holes to fit pegs, but, it has nonetheless resulted in some pretty fantastic figures. The VPAK Warrior of Light on my shelf is particularly breathtaking.
Three of the four VPAK lines are based on Western properties (with Final Fantasy, the only Japanese one, actually being based on Western fantasy tropes). So, while the VPAK line is broadening the popularity of Japanese figures in the West, it could very well be doing the same for Western properties in Japan. By synthesizing characters, figure-style and costume designs, VPAK is the two-way ambassador of action figures.
What do you guys think? Is this a case of Star Wars fever being unstoppable, or has Square Enix really figured something out here? Do VPAKs eschew the past failures of Play Arts figure, or are they terrible in your opinion? Let me know below.
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