Interview with Shocker Toys

Last month I reviewed Shocker Toys' Kabuki action figure from the newly released Indie Spotlight Series 1.

Additionally, Shocker Toys was kind enough to sit down for an interview about their current and future releases in the Indie Spotlight Series.

So without further ado - here it is!


TR: How and when did Shocker Toys become a major player in the action figure world?

ST: Well we started with a small articulated block figure called a Shockini in 2003 which was our first action figure.


TR: When did the idea for the Indie Spotlight action figure line come about?

ST: Indie Spotlight started with Shockinis as early as 2004 when we did the 1st Indy comic block figure from Arcana Studios 'Kade'. We then looked into other comic properties to do a small shockini universe of indy comic books and characters. When we thought about doing some bigger size articulated figures in 2005 we started looking into comic book licenses as well as other non comic licenses. In 2006 we decided to do a mirror line like the planned Shockinis toyline using Indy comics and characters for a whole indy 6" scale toyline universe which is where Indie Spotlight was born.


TR: What have been some of the most difficult hurdles in getting these toys into the fans’ hands?

ST: Factory delays, large scale tooling and production for highly articulated figures, sabotage, Theft of our idea and runner up properties. We waited it out and voiced our distaste at what happened when another toyline using our proposed licenses came out. After the dust settled that toyline was gone and we were still working on a new re-worked toyline and making sure we got it right for our first series out. We also picked up a few investors and made sure delays were not going to happen once Series1 hit. We are more re-structured now and all projects are being completed for well after SDCC 2009. We learned alot of hard lessons and made mistakes but now it is all about putting out a great toyline everyone will enjoy.


TR: As a comic collector who lived through the “embossed die-cut glossy multiple covers” nineties, I recognize all of your Indie Spotlight characters and even have many of their comics (The Maxx and Shadowhawk being personal faves.) Will the line continue to focus on that specific era of comic book history or will we soon see action figures of new and upcoming characters form the 2000s, or ones that may just now be seeing publication?

ST: Series2 has newer characters as will Series3. Series1 was a bit of a quick fit do to what happened to us but it worked out well in the end. We will try to have new comics, 80-90s comics, pulp comics and even a golden age line.


TR: How closely does Shocker Toys work with the characters’ original creators to get the toys from concept to final figure?

ST: As close as possible but in the instance with Sam Keith we went through MTV and did all the work based on what references we could find as MTV didn't have any to give us on an older property. Most of them were designed based on turnarounds the artists provided us.


TR: Indie Spotlight Series One consists of The Maxx, Scud, Kabuki, SOL, and Katchoo. How was this initial line-up decided upon? Did this initial selection come from an internal “must haves” list of favorite characters?

ST: There was two lines before that but they were squashed due to outside problems with the other toyline so we had to restructure and speak to people in the industry of comic and toys to get a feel for what could be a strong Series1. We also asked close fans and looked for uniqueness in the characters we had licensed. Series2 was a bit less strenuous as we could take the time to think out the pick and gauge everything a bit more.


TR: I notice that all the characters are listed with creator credit, but The Maxx is “MTV’s The Maxx.” Where’s Sam Keith?

ST: When contacted we were told to deal with MTV which we did and we had to fight just to get the rights on the discussion table but it worked out in the end. We were even able to stop another company from taking the rights which worked out well.


TR: Among others, Dick Tracy and The Tick have been announced for Series Two. Although many Indie Spotlight characters stand alone in all but the most hardened fans’ memories, both Dick and The Tick each have a large and memorable supporting cast. Will Indie Spotlight continue to focus primarily on headliners, or is there a good chance at getting more “rogues and allies?”

ST: We want to do some spin-off series of 2-3 characters from the books even if a set and some less articulated but would be great for collections. We will see where it all lays out after Series2.


TR: Dick Tracy is a rather unexpected “old school” selection to go with for this line. Is there anyone else from days of yore slated to appear in action figure form from Shocker Toys (like Alley Oop or Lil’ Abner or Popeye?)

ST: The Phantom and some 40's comic characters as well. We have a lot planned but the lines will be well seasoned with a bit of everything.


TR: How do you go about selecting and then seeking out the characters to turn into action figures? Do you gauge fan interest, use your own geeky intuition, or both?

ST: Both and more. We do what ever it takes to put together a great diverse toyline that will compliment each character in the Series.


TR: Finally, would Indie Spotlight ever go truly “Indie,” making action figures based on the unsigned characters of yet unknown artists? (* Covertly slides personal sketchbook across table.)

ST: Series3 will feature a contest to do just that. Hey you could win, details will be coming soon on that.



- Be sure to visit Shocker Toys' website and forums for more information on the current and upcoming lineup and their store to purchase Indie Spotlight (if they haven't already sold out!)

Thanks again to Shocker Toys for the interview!