SDCC 2015 Action Comics #1 Superman Exclusive Announced

I am Star Wars fan but this looks awesome, hopefully it is only limited in release at the Con.

Cue all the "I personally don't want it, so who cares it if it's an exclusive?" comments. Whether an exclusive is to a person's own liking is beside the point, which is that this convention exclusive craze is a terrible trend that should be beneath LEGO.

There is simply no reason for it. It's not like these exclusives generate mainstream buzz or otherwise add to their brand. It's just pure eBay speculator catnip, with a dismissive brush-off to the actual LEGO-lovers who keep the company strong. You'll never even see these things, much less be able to buy them at a reasonable price.

LEGO could sell an empty box as an exclusive and that still wouldn't change the underlying point. They've intentionally created something that is rare, desirable and available only to a miniscule subset who can afford to get to a convention. It's an unsavory practice for any toy company, much less one of LEGO's character.

Perhaps we will see one of this color roof pieces used in a City set for a set released before Christmas '15 (1H16 set). Of all the sets with that piece type in any color, only one wasn't in a City set (The Red Five UCS).

What a great looking set! Wish it wasn't exclusive.

I think Modok summed up how I feel about these exactly. The other point I would make is that even a hardcore collector would be tempted to sell one of these exclusives given the prices they go for. I know I'd be hard-pushed to avoid the temptation to make well over £200 selling any of the exclusives rather than keep it in my collection.

I really like it; however, I wouldn't pay $500 in the aftermarket for it. But I am happy for those who are able to get and enjoy it.

@Modok
I think the bigger problem here is that Lego just handle convention exclusives poorly. Other toy manufacturers like Hasbro use exclusives as a form of souvenir, to make the convention seem more worth it, but produce enough that everyone who wants one can get one at a reasonably fair price. To continue using Hasbro as an example, they usually produce enough copies of each exclusive that they are able to sell extras on their website the day afterwards. Perhaps the Lego situation would be a little better if they operated more like that?

This is the perfect way to do an exclusive IMO. Use new pieces, but an older minifig so as to not cause a panic attack in completists. Kudos to tlg.

I'll say it again. Love their product, hate with an almighty passion, the company.

@ChocolateCrisps - Thanks for your thoughts. I agree that selling exclusives on LEGO's website would at least help, although by a matter of degree. Hasbro usually does have enough left to sell on Hasbrotoyshop, but even then most exclusives are gone in a few hours, and some in just a few minutes.

Exclusives simply shouldn't exist. They're not fun or enjoyable--they just make fans rueful, if not angry at the company. And for what?

I've come to believe that the toy companies *want* the scalpers and pissed-off fans and stratospheric eBay markups. I think they view that as cachet: "Our Azog sells for thousands of dollars! Top that, Mattel!"

This is one that I actually would bother to construct for myself; I would go out of my way to do it -- it's that awesome of a set. Fortunately the minifig is not special in any way. Still, getting all those parts in green will be tough, particularly the one that doesn't exist in any other set yet. :(

I love how there is no one even in that car to save.

I'm with Modok on this. I do wonder what TLG get from this, other than a lot of unhappy LEGO fans?

@Modok: They don't make all fans angry. I'd like to believe there are a lot of fans who are reasonable enough to just feel happy for people who are able to get exclusives instead of feeling like they're entitled to have a chance to own every toy ever released as part of a brand they like. Maybe I'm wrong, though.

I've certainly never felt bitter about the many rare and exclusive items I haven't been able to obtain, but I've certainly felt really grateful for the few I have. For me, it's cool just to know that these things EXIST, whether or not I'll ever be able to own them. Same as with the platinum or 14-karat gold Bionicle masks that other people won in contests and sweepstakes, or the Inside Tour sets for years I didn't attend, or LEGO T-shirts and accessories that I missed my chance to get.

Sure, there are a lot of these things that I'd LOVE to own if I had the chance! But I don't see any reason to feel cheated knowing these aren't a part of my collection and probably never will be. I just have to accept that I can't own everything, and fortunately that's something I learned to accept when I was a child.

Though I'll never own any, I do like the creation of exclusives. It's great marketing and fun to watch completest lose it over a toy.

@Aanchir ... because the entire point of capitalism/consumerism is to be happy that *other* people are buying things that you'd like? :) I find myself siding more-or-less with Modok on this one. What does Lego get out of this? They're not profiting from it. When these things get sold for thousands on eBay, it's the scalper who gets rich. Do they need the brand recognition (why would they? They're *Lego*)? I definitely get the subtext that they're playing their adult fanbase for fools, and I don't like the feeling that I'm the butt of a joke at the hands of a company I've supported for years.

Why not mass-produce these sets? Does anyone think for a second there wouldn't be a huge market for these guys? Or for all the minifigs they've released for past conventions? I work in a small business, and if I was doing something that actually prevented me from making a lot of money, and the only end-result was annoying a lot of my customers ... I'd stop doing it very quickly. So I'm with the crowd, I don't get it.

@LegoFox ... don't quote me, but I think Superman originally wasn't portrayed as the iconic hero that he is today. The cover showed him destroying the car, by picking it up and smashing it bonnet-first into a rocky cliff. Whatever the context was in the story, he's not actually attempting to rescue anybody. He just really doesn't like that car.

I agree with Modok, ChocolateCrisps and Zordboy.

The thing that really bothers me about the way Lego handles these exclusives, is that I KNOW somewhere there is someone in a marketing department who has outlined exactly how doing a thing like selling these exclusives "generates buzz" or "riles up the fans" or something to that effect, which is meant to be a spurt of market visibility for the company. And they're probably completely right. Marketing teams have employed psychologists to figure out how to get into people's heads to get a rise out of them and it is, by definition, manipulative.

Even if a person is not typically inclined toward this kind of envy, the tactic of dangling valuable exclusives is built to instill this kind of feeling. Sure, all advertising is to some degree manipulative, but it's not because the sets or figures themselves are SO amazing that makes them appealing (like most ads), but because they are made to be rare. Lego is basically printing money for attendees and getting free advertising out of it. These sets are not allowed to sell on their own merits of design and desirability, but because they have an implied value from an intentionally manipulated market of small supply. It reminds me of planned obsolescence with technology, the company knowing that there is no technical reason they can't provide what their customers want, but deciding to generate as much interest as possible through manipulation.

Rarely do I actually want to own one of these SDCC exclusives (only one so far and I did pay a ridiculous price for it), and I feel no "right" to be offered it for sale, but I DO resent this kind of advertising, and frankly, we all should. Because by this point we all know, TLG and all of us - even attendees that don't even care about Lego! - that all people do with these is sell them. It's not a nice convention favor or goodie bag item, it's money that Lego printed themselves and ALLOWS some attendees to buy from them. The hubris is astounding.

Like Modok said, I wish they were above this sort of thing.

I think this exclusive is pretty cool. I'm never going to get one or buy one, but I like it...this is what exclusive are all about, a few getting what many want....I see no problem with it at all.

I agree with those who dislike the exclusives-complex. Compare it to companies doing a small-run of a very expensive item, such as a luxury car or signature edition of something. Such items will be rare and objects of desire, but they typically take the form of something much too expensive for the average consumer to be in the market for, anyway. An exclusive Lego set is something that thousands of people could and would buy if it were offered for sale in the general marketplace.

Anyway, this Superman set is an example of a good exclusive, to whatever extent that exists. Anyone can obtain the minifigure and odd colors/parts aside, construct the scene for themselves. Much healthier than the Sam Wilson Captain America. But it does no good to overthink these things--our obsessions feed this machine.

Enough with the cry babies! Seems like most of the people complaining have never gone to any con's. Most if not all con's have items you can only buy there. Models and figures based off of Comic properties, I've purchased many of these. This has been going on for a long time. There is NO reason LEGO shouldn't be doing this. It just seems like a minority of fans are so jealous they can't purchase these, well get over it. I think this is cool and unique. I don't care if I won't get one. If LEGO never did this and just sold average stuff you could get at Target it wouldn't be interesting.

I also enjoy reading these comments like: "What does TLG get out of it?". What do you even mean by that? This is obviously for fun. If you step back and not care about owning it... Isn't this fun? I like looking at these models. If SDCC wasn't happening we would never see it. It would never happen. At least this you could build on your own. But I have a feeling most of the people complaining aren't builders and just collectors. Probably mad they can't sell those sets on their eBay pages. Well get over it.

"This is obviously for fun."

Yes, a billion-dollar company plans, markets and produces stock ... just for the sheer whim of it. That's totally how business works.

"But I have a feeling most of the people complaining aren't builders and just collectors."

And some people still feel that the Earth is flat. Sometimes? It's best not to trust your feelings.

I like that car! That's definitely the best of the bunch IMO. For the record, I don't mind that they make exclusives. It is a special event after all, they make exclusives for companies and organizations and private events, big deal. It's fun. It makes that special experience even more special for the people that go. I think that's awesome and one day hope to get to experience something like that and have something unique to remind me of that experience. Not every person is meant to have every set, where's the fun in that? :-)

Agree with @Modok. The problem I see is also that LEGO makes a ton of stuff for SDCC only which is more 'geek chic' than anything else at this point (if not just something Hollywood took over) and not really making any of these exclusives available in any other large cons going on over the course of a year, in the US or other countries. I'd have a lot more understanding if LEGO made these 'exclusives' available in large comic conventions globally that that are all over the world, and not just at the massive popularity contest that is SDCC.
And the other issue is that these exclusives are not 'fun'. Not anymore. Now they are nothing more than funds for those lucky enough to get one to try to use to pay their bills for going to the con. If the general argument was to get to the con to get something only at that con? If that was the case I think that message got lost when eBay came online and LEGO did stuff for only one comic convention in one part of one country in the world, where tickets are already difficult if not impossible to get.

Can we give Superman some red boots?! PLEASE!!!!

I always favored Batman over Superman, but this set is really cool to look at. Looks great as a display piece. Big shame it's an exclusive, though. Oh well...

Would collecting be as fun if everything was widely available? Would you get the same thrill if you were able to get hold of that specific set that eh... everybody owns?

And for those that don't consider themselves collectors: build it yourself, modify the roof a bit and it will still look great.

Lots of bad feeling about 'Exclusives' and their non-availability to the likes of most of us.
Can out LUG rep, or liasion officer, or whatever they're called (is it still DrDave?) ask the question of the company please?

"Why are these sets produced when they clearly generate ill-will among the company's bread-and-butter customers, towards a company that we clearly otherwise support most strongly?"

@darthbricks i went to celebration anaheim this year. i stood in a queue to get the lego set, every day, from early in the morning. by the time i got to the point of maybe getting a ticket i was told they were all gone. the reason for this is that the other sellers were picking them up as they were inside from 8am, or people with early access (vip) passes were collecting other peoples badges to get more tickets. one person had ten passes and bought ten sets. then went round to their stall and sold all ten, for $150 each.

tell me, how does that help the fan? i had no intention of selling mine if i got it. i'm not jealous of fans who get them. i'm not upset when the child in front of me gets the last one. i'm annoyed when the secondary market gets them and decides they're going to price the set out of the hands of average people.

the best thing TLG ever did was release Rocket (and a Grootling) as a poly bag after SDCC. if i want the warbird, i can bricklink it! at least now i have all the GotG in their Ravager outfits...

The set looks great and the designer did a great job. Who cares if it is an exclusive, the people who go to the convention can enjoy it. And if you pay £500 or whatever on eBay after the convention then more fool you. Would love to see a Gambit from X-Men set created as he was my favorite super hero.

My version :P

https://scontent-sin1-1.xx.fbcdn.net/hphotos-xap1/v/t1.0-9/1625591_1453758488254165_1343585497166123492_n.jpg?oh=a42deebfa8f053bcfdf4927cfa25b0a3&oe=56285720

@Recce - very cool model

> Unfortunately the 4x6 curved roof piece has not appeared in green before to my knowledge,
> so assembling your own will not be possible without the use of a substitute component.

Red is better than green ;)

I agree with DanRSL. Lego isn't the only party responsible for doing this in this case. The convention organizers want these products to generate interest, a buzz & publicity. Lego is a toy that can be used to generate an exclusive product relatively cheaply compared to other toys as you just combine existing components in a new way. Convention goers like collecting related subject matter so these appeals to likely attendees & potentially generates new customers for Lego who will generate income for Lego beyond this initial product. Lego has a huge superhero & star wars catalogue if only the fans can be hooked first. Whether the benefits for lego out ways the negative aspects....... I'm not altogether convinced.

Remember the days when all you had to do to get an exclusive figure was to send in the proof of purchases from X amount of figures in the same series?

Anyway, for an exclusive I think they should have at least given Superman the original insignia shown on Action Comics 1.

You can't tell from this build but if you look at the orignal cover this is based on, I'm pretty sure that Superman is destroying a car that belongs to gangsters. Gangsters like Baby Face Nelson, not gangstas like Tupac Shakur.

If Lego want to produce these things for SDCC, it should be exclusive for a limited amount of time, then on wide release after say 6 months. 1500 comic book fans get to sell these sets at inflated prices, perhaps with special SDCC box art, then 6 months later millions of loyal Lego fans can also enjoy them. Win win. Maybe the 1500 resellers will complain that the value of their set just went down but that's a minor downside which only applies to those 1500. Come on Lego, don't turn into a completely heartless company. Anyone had the idea of creating a petition to make TLG aware of our frustration? 10000 votes gets an Ideas set looked at, perhaps 10000 signatures will get them to start reproducing exclusives at a later date.

Now this is a must have. Amazing!

Per Modok. What benefit do they get from producing 1500 copies of a set? $60,000? Wait a second.

Great post from Modok and I am glad I am not the only one who thinks the same judging by the other posts I skim-read (sorry, I have no attention span).

I find being denied the contents of the said product very dishartnening. In the comic book world they will issue limited covers to their comics. I can ignore them as I am mostly interested in the content and I can just buy the standard. So maybe Lego should issue a limited box for the 'Lego Sealed Box' community.

My own lego dc superheroes action comics 1 pic.twitter.com/XrVIjJ7KEu
https://twitter.com/epimaco/status/616084162001276933

Greendude, if someone does create a petition, send them my way, I'll happily sign. TLG could easily release the sets in regular boxes for retail & the exclusive minifigures in sets with minor variations. While I have bought exclusives in the past, I'm already annoyed that again the MARVEL minifigure isn't an alternate costume to a pre-existing character already in minifigure form. The annoyance is compounded by the fact that my two of my son's favourite characters are Cap & Falcon, with his learning difficulties, explaining away why we can't get Falcon as Cap, will not be fun. Hoping he won't learn of this any time soon.

Lego, please change this to a retail set. It's one thing for a con exclusive to be some wacky variation or an obscure character only the particularly obsessed fans care about. But this...

Nice job @recce