Hasbro is right in a way.
Kids do love Bumblebee. Odds are if a kid under ten is with a parent in the Transformers aisle, they'll be talking about Bumblebee.
However, they're also wrong.
Kids do not love Bumblebee this much.
I was at Toys R Us today. There were 27 FE Bumblebees and 1 Arcee. There were 29 Leader Bumblebees and 1 Sentinel Prime. There were 4 PRiD Bumblebees and no other PRiD figures.
Where are all these Bumblebees going to go? People are obviously not buying them, and if you haven't bought DOTM Leader Bee by now, you're probably not going to.
Hasbro is playing retailers. On the one hand, retailers ask for Bumblebee because most of them have no idea about the product they are selling, and they only know Optimus Prime and Bumblebee. They will then request them. Hasbro is only too happy to comply.
But Hasbro is also counting on collectors, fans, and scalpers to buy up the one-per-case unfortunates. The idea is that the retailer then has to order another case to sate demand.
The only problem is that many of them won't because there are Bumblebees everywhere. In Canada, we never got past Wave 1 of DOTM Human Alliance because all those Bumblebees and Skids nobody wanted sat there. Nothing new ever got ordered. Customers and retailers got screwed. Hasbro screwed themselves: they lost out on all the product they could have moved.
This is happening and will continue to happen with PRiD. Retailers will order some, but will they really continue ordering new cases? I doubt it. Most of them have no idea about the product. They literally do not understand when customers say they have the item, but not the right one. Most people who work in retail have no idea about case assortments, shortpacking, or different figures with the same stock ID. Bringing these requests to store employees does not get translated into orders. They get forgotten or dismissed as mistaken/deranged/weird customers. I have talked to people who only work in toy departments and have no idea what I am talking about.
Hasbro can play this game for a little while, but it's not going to end well. They'd sell far more with balanced cases that actually tracked demand. Stores will order more if they can't see any product or if their computer system says that they're out, and that will happen much more often if the cases are balanced.
They are also at risk of alienating everyone.
Today I managed to get Soundwave and Wheeljack. But rather than feeling really good about it, I realized I'm going to have to do the same thing all over again for Arcee and Ratchet.
My favorite online retailer no longer stocks Hasbro crap. They couldn't deal with the leftovers. Their customers only wanted the shortpacked figures, which left them with tons of Bumblebees, Primes and Mindsets that they practically had to give away.
The current situation is starting to remind me of things like "Who Wants To Be A Millionaire". It was really popular for awhile. So popular that the network put it on every night and back-to-back. After all, if some is good, more must be better, right?
Except people got tired of it. There's only so much you can take before you've had enough of the same thing. Hasbro's response to customers right now seems to be to churn out Primes and Bumblebees until everyone chokes. But then what? How long can you count on that as a strategy?