As Paramount hands Mattel the master licence, NECA — the silent protector of Teenage Mutant Ninja Turtles collectors — is out too
As Mattel snatches the master licence to control the sale of the Teenage Mutant Ninja Turtles line, NECA has all but confirmed that the sun is setting on its iteration of the pizza-loving dudes’ licence to produce action figures for the wider collector community. Not only is it a sad day to be a collector, but it is also a sad day for the TMNT line itself. Mattel, it seems, has made a bad name for itself, and Paramount could be taking a wrong turn for the Heroes in a Half Shell.
Who’s Next?
It’s safe to say that no one saw this coming or is happy about the news. As Playmates had the rug pulled from under its feet, fans mourned the loss of a major player in helping shape the Hamato Clan’s legacy. That was accepted. However, now that NECA has bowed out of the picture, the timing appears to point the blame at the makers of He-Man and Barbie, Mattel. Toy lines and merchandise are a key component of any franchise and, for the Turtles, have long been an anchor point that allows the story to continue.
Action figures make an interest tangible, and that’s why adult collector lines continue to be such a profitable sector. So, whatever the reason behind NECA ceasing production of the four brothers, it’s not good.
The Generational Cycle
Paramount, which owns the TMNT intellectual property rights, needs to understand that the Turtles are not just for children. Adults read the comics and, in turn, invest more heavily in the franchise.
That cycle is important. Through our action figures, we introduce our children to the Turtles, and by decapitating the NECA line — an affordable premium entry point for highly posable collectibles — I fear we’ll see a domino effect that curtails other brands too. Despite this, the way in which this story is unfolding sounds like a corporate coup thanks to greed of the highest order.
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