Toy Industry Reacts to the cancellation of Battlestar Galactica

The following article is from the June issue of Toys, Hobbies and Crafts and deals with toy retailer reaction to the cancellation of Battlestar Galactica’s television series on ABC.

NEW YORK – If the sales of licensed items carried as much eight as ratings, “Battlestar Galactica” would return next fall. But that’s not the case, and ABC-TV will cancel the show after its summer re-runs.

However, Mattel and Monogram, who have capitalized on the show’s former success, are going ahead with plans to introduce and promote Battlestar Galactica merchandise. The two manufacturers are optimistic about the sales of their items this year because of a Battlestar Galactica theatrical release scheduled at presstime and the continued popularity-of the merchandise.

At press time, a Mattel spokesman told TH&C that a new merchandising program was being formulated for retailers, designed to spur buyers to continue carrying the Galactica product.

The program includes a provisional guarantee aimed at minimizing the retailers’ downside risk, said the company spokesman. Mattel is also planning to spend well over $1 million in advertising its Galactica products. The company also expects sales to be bolstered by an ABC-TV Galactica special in the fall as well as the movie, which, at presstime, was being shown in 400 U.S. theatres, the spokesman told TH&C.

But some retailers are less optimistic.

Mattel Battlestar Galactica Store Display in 1979 from the PlaidStallions Archives.

Several contacted by TH&C indicated that they were doubtful that Galactica merchandise would sell as well after the show’s cancellation and, as a result, are planning on cutting back their orders.

ABC made the decision to cut the show after ratings slipped this year.

Though the show has a 19. 9% ranking and a 30% share, and is rated 34th among regularly-scheduled prime-time shows, a spokesman for the network indicated that the high production costs of Battlestar Galactica were the main reasons for its cancellation. However, at this time there is an outside chance that NBC or CBS will buy the show. (Narrator: They didn’t)

Monogram introduced two new Galactica items at the Hobby Show and according to the company’s Jeff Jacobson it will go ahead with its production plans.”

“We look forward to the continued success of Battlestar Galactica merchandise through 1979,” he noted. “There are three basic reasons for this: “Our two 1978 Galactica items had phenomenal sales, and every kid who bought one of the items last year is a prime prospect this year. “

“The theatrical release was test marketed in the U.S. and Canada last summer and fall and had tremendous success. “And,” continued Jacobson, “just because a show like Battlestar Galactica is cancelled, it won’t stop the momentum of interest in the licensed products.”

Told of ABC’s decision, retailers were not convinced that the merchandise would be as successful as it was last year.

“Without the TV program, the Galactica merchandise may die,” said Bob Kuhns of Heck’s. “What will continue to sell it? I may have to cancel out on my orders of this line if no other network picked the show up in the near future.“

Dan Head of Target, however, was more optimistic. He sees Battlestar Galactica remaining a viable category in toys through the fall selling period.

Andy Anderson of Minneapolis based Toy King Distributors said that “the two Monogram models have done extremely well at retail. But I’m not sure about what will happen to them.”

“I have no choice but to cancel everything in the Galactica line with Mattel,” said Pamida’s Dale Thomas. “I haven’t been totally sold on the line anyway and have just been carrying the Mattel die-cast Galactica series. I have bought very little of the product and hope that I can sell through during the summer when re-runs continue.“

“I also believe this will make Star Wars merchandise more important. It will stand out more in the space category.” Said Gary Jackson of Sterling Stores, “We’ve seen dollars in Galactica toys, but if the show is cancelled, we’re going to very cautious. We’ve had good movement on it in the past. But it needs TV exposure every week.“

Here’s a UK article from the launch of BattleStar Galactica.

Issue #13 of Toy-Ventures Magazine will feature the never-before-seen plans for the 1983 World’s Greatest Superheroes toy line and a cover featuring artwork specially commissioned for Mego’s catalogue, gloriously coloured by Robyn Adams, founder of the Mego Museum.

The Blood-A-Rama Shock Festival Pack

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