I am interested in people's opinions on how the ability to buy castings affects their view of a range?
If a glossy range (such as the AQM range I am starting to put back into production) is available as castings does that lessen the value of the painted "collectible" sets with a "factory" paint job or does it make no difference to you? Are the markets for castings and finished painted sets different from each other?
I know that a number of the glossy manufacturers do supply their figures as castings and wondered how it affects people's buying patterns. Do you always buy a casting because it is cheaper, or always buy a finished figure because you are not interested in painting?
What is an ideal price relationship between a casting requiring assembly and a finished painted figure - i.e. what is having a figure assembled and cast worth to you?
Many thanks for the feedback
Mike
Hi Mike,
Firstly; good luck with AQM. You are doing the Hobby a Service.
Secondly, I would echo the majority of opinions expressed thus far: undoubtedly, there are two distinct markets. But there will always be crossovers as peoples tastes and circumstances change. I know, that at my age, I will buy a painted figure of something I like/want rather than bother with sourcing a casting.
As there are two different markets, the "collectors" couldn't care less that there is a casting available, and vice versa. When it comes to resale, most buyers know the difference between a "home paint" and a "factory paint". Generally speaking, on the secondary market the "factory paint" will always sell for more. unless the "home paint" is of exceptional quality. I have seen "home paints" sell for less than their "casting value", and I can't really explain that! For "second-hand" items, most castings seem to hold their value, on the secondary market, extremely well.
Traditionally, casting manafacturers have always sold their product (castings)at a "high" price because this is a "smaller" market. The theory is that they will sell only one casting to a hobbyist whereas they will sell a "set" of the same figures to a "collector" (notwithstanding the "costs" of painting, boxing etc) It is a question of amatising the initial costs of sculpting and mould making.
I can give you no specific advise about price differentials between castings and painted figures, other than to say, "don't be greedy". It is too easy to overprice both. The market perception is that you should have paid a "second-hand" price for the masters/moulds etc, which should be "less" than what it would originally cost to engage sculptors etc.
My advice to you is that, as a service to the Hobby, you should offer both options. At the risk of boring those who already know the storey, let me recount the "Rose Miniatures" saga. In 1953, on the occasion of HM the Queens Coronation, young Russell Gammage, fresh out of Art School, made his first "Military Miniatures". These were so well received that he started a business: "Rose Miniatures". He was very ably assisted by his good lady wife and her sister. It was a very successful business.
Unfortunately, in the late 80's early 90's, (I can't remember the precise details now) Mrs Gammage passed away. Within 18 months of this tragic event, Russell announced his retirement, and the sale of Rose Miniatures to "Ceremonial Studios", of Poole in Dorset.
When this occurred, I recall great fanfare in the modelling press, Ceremonial was going to take the Hobby to a new level, etc etc. However, within 6-9 months, everything went very quiet.
Several years later (again the memory is not good on the exact timing), along came one, Jim Robinson, ex-Soldier (Fusilier), Toy Soldier enthusiast and very successful "Fish & Chip Shop" owner. Jim purchased the entire Rose range from Ceremonial, and announced that he was going to offer "Painted Sets" under the brand name "Fusilier". He later told me that he had consulted Russell about his intentions and had received Russell's "blessing".
I was then running a Mail Order Business, and the prospect of perhaps getting "Rose castigs" was akin to finding the Holy Grail. So I wrote a "pleading" letter asking him to consider offering the castings again.
Jim was inundated with similar requests from around the world. Within a very short time he had Rose Miniatures up and running, using the traditional packaging, etc [it was just like the "old days" Schultz!]
I dealt with Jim for many years thereafter, selling both Fusilier and Rose. When the Marlowes decided to retire, he purchased the entire ranges of Phoenix.
The best selling range of Phoenix, wasn't a TS range at all, but the 1/12th Dolls House furniture. Jim, who was a very astute businessman quickly cottoned on to that, and in a very short time he had sold off everything exect the Doll's House stuff. As far as I know he is still dealing in Doll's House stuff, or maybe he has retired to the South of France??
John Eden bought the entire Rose inventory, and quite a bit else. Originally he offered Rose figures as painted sets (and singles also, I think) as well as castings. In recent years he has dropped the painted ranges. I don't personally know the reason for that, although I would guess that getting reliable, well priced painters, may have been a factor.
I'm sorry, I did say it was a saga. What are the lessons to be learned? First and foremost, I think it shows that good casting ranges can have a very long and useful life. I would venture to say, a longer life than their painted cousins. I am not fully familiar with the AQM range so I don't really know if this applys, but Jim, and later John, I believe, quickly discovered that Rose had some serious gaps in "sets", eg: 10 figures in a set but no drummer, or standard etc. So they had to have one made.
Fusilier were also painted as "well painted toy soldiers", suitable for sale in sets. It would be interesting to see if good castings like Rose and AQM, would sell better if painted to a similar standard as the "modern matte" figures coming out of China? Either as sets or single figures?
Mike, if you can find him, Jim Robinson would be a great bloke to talk to about your intentions.
Happy Collecting, Guys,
Bob
