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The Anatomy of A Collectible (Memorabalia Mountain Part II)

© Tim Lasiuta

Last column I covered the basics of licensing and copyrights. As I said, the path can be convoluted and interesting even if you do not gain approval. In the process of gaining Rex Allen's permission to use him in my book, he had a heart attack and died in his driveway! Yes, my book was open on his desk and he stood up, had a final attack, went outside to tell someone he was in pain, fell behind his car, and his housekeeper ran him over. To this day, I do not know if he liked it or not. I would like to think he did not think it so bad it caused his death, but rather granted him a little enjoyment before his passing.

Whom do you use for your item?

Again, a complex issue. In most cases, the characters we all grew up with do have a following. But, a following does not mean that an item will sell, or even create a new market. A case study of the Dick Tracy movie with Warren Beatty would reveal that the items created were excellent. Books, some comics, comic strip, models, toys, gadgets, and of course the linen were all sold in advance. However good the items and selling job the studios did, the merchandising was only a limited success. I do not know if the estate of Chester Gould owns the rights, or King Features does. Either way, the real winner was the copyright holder, not necessarily the retailer or collector.

A secondary case study serves to advance the point.

Phantom 2040 was based on Lee Falk's jungle hero, the Phantom. Kit Walker of Metropia, discovers his ancestry and destiny. Amidst the battle between Maximum Inc and the Phantom, a hero is reborn. The series was superb! The writing and art was stunning. It ran as a cartoon for 2 years with limited success. But the high hopes of Hearst Entertainment for merchandising never came to reality. Great character, great series, poor response from the toy buyers. Result-Failure.

So, whom do you use?

Would Roy Rogers sell today? Prince Valiant? Buck Jones? Flash Gordon? Popeye? (ask Robin Williams) Pokemon? Digimon? Batman? Captain Midnight? Gene Autry?

The ultimate decision would rest upon several issues.

1. Licensing requirements

2. Existing legal agreements

3. Potential appeal to target age group

4. Past performance of character or item

5. Public awareness of character

6. Designer, Producer of item

For instance, the NRA has produced several commemorative rifle/gun issues recently. Roy Rogers, Harry Carey Jr, and Rex Allen all were honoured with special firearms.

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