F.A.O. DIRECT

Mattel, DC Direct, and FAO Schmartz Team Up To Produce Exclusive JLU Figures

Toymaker Mattel teams up with DC Direct and toy industry giant FAO Schmartz to produce an exclusive line-up of action figures based on popular DC Comics superheroes from the popular Justice League Unlimited animated series. Although the new figures will be produced by Mattel, they will be marketed under the new "FAO Direct" label to reflect Mattel's joint marketing and distribution scheme with DC Direct and FAO Schmartz. The new "FAO Direct" figures will only be sold at FAO Schmartz toy stores in Chicago and Las Angeles, with no mail-order or Internet sales planned, which means that they will be highly sought-after by toy collectors across the country.

"The limited distribution scheme will help establish the FAO Direct line as the premiere line of animated action figures for toy collectors," said John Bodin, the brand manager for the new FAO Direct line. "We are overjoyed at the opportunity to be able to bring some of the most popular JLU figures to the marketplace, and we are extremely pleased with the resultant sculpts. These are some of the best animated-style figures we've seen yet, and I don't think collectors will be disappointed."

When asked why Mattel, DC Direct, and FAO Schmartz chose to unveil their new "FAO Direct" line at CustomCon, Bodin's response was, "Hey, CustomCon is the place to unveil the most sought-after action figures -- THIS is where the action is!"

The first figures offered from the new FAO Direct line will be part of an exclusive 3-pack that will include The Question, a deluxe version of Amazo, and a special translucent "phasing" variant of the Martian Manhunter.

The Question

The Question -- a.k.a. Vic Sage, the JLU's resident paranoid detective -- became an instant fan-favorite after his debut in the "Fearful Symmetry" episode. The Question comes complete with his stylish trenchcoat and fedora, and the FAO Direct 3-pack will also include what insiders have dubbed a "paranoia dossier" accessory, which consists of a manila envelope stamped with "CADMUS" and "Classified: TOP SECRET." The item is an actual miniature envelope that the figure can hold in either hand, and the retail version will open to reveal a miniature collection of "photos" that will provide collectors with an exclusive preview of FAO Direct's second wave of figures. It appears that the FAO direct folks are fairly serious about the "TOP SECRET" nature of these photos -- the envelope displayed at CustomCon merely contained dummy photos emblazoned with large question marks. When asked about the omission, FAO Direct brand manager John Bodin replied that FAO Direct intends to use this hush-hush preview as an integral part of their marketing scheme which will hopefully add to the allure, mystique, and exclusivity of the new FAO Direct line-up.

Deluxe Amazo

Amazo, Professor Ivo's uber-android, first appeared as Luthor's ally in the JLU episode titled "Tabula Rasa." Unlike Mattel's previous 5-inch version, the FAO Direct Amazo will stand 6-inches tall (a first for the JLU line-up), making him appear more properly in-scale when placed alongside the existing JLU figures. The FAO Direct Amazo will also feature removable wings and a properly-sized mace accessory.

Phasing Martian Manhunter

The third member of the exclusive FAO Direct 3-pack will be a translucent "phasing" Martian Manhunter variant figure. Unlike Mattel's previous semi-transparent variant -- which many collectors felt represented the Martian Manhunter's "invisible" state -- the FAO Direct variant will feature translucent colors that accurately match his standard appearance, representing a ghostly "phasing" variant.

New FAO Direct Line To Offer Exclusive JLU Villain As Mail-In Premium

A fourth FAO Direct figure will be available via mail-order only, and it can only be obtained by redeeming the mail-in coupon included in the FAO Direct 3-pack. This will leave collectors with quite a dilemma -- in order to get the fourth FAO Direct figure, they will be forced open their precious FAO Direct 3-pack to retrieve the mail-in coupon. That idea will probably send chills down the spines of those collectors who are "mint-in-package"-types, which is appropriate given that the fourth FAO Direct figure will be the Flash's old enemy, Captain Cold.