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Local toy company jumps on 'Hellboy'

By Scott A. Rosenberg, amNewYork Associate Editor | scott.rosenberg@am-ny.com

July 9, 2008

"Hellboy," a demonic-red action hero with sawed-off horns and big-old gun, is the kind of toy most manufacturers would shy away from, but not Mezco Toyz.

The Long Island City-based company thrives on unique characters in American pop culture, from "Friday the 13th's" Jason to Biggie Smalls, aka the slain rapper Christopher Wallace. Now, the company makes the title character in one of the summer's most-anticipated blockbusters: "Hellboy 2: The Golden Army," which comes out Friday.

It's not simple to market a toy with "Hell" in its name, according to Mike Drake, Mezco's director of special projects.

"We also had a tiny bit of difficulty with his name, because some retailers are squeamish about the word 'Hell' on packaging," Drake said. "So on some packages, it just says 'HB2,' and instead of saying 'Hellboy' it just says 'Red.' "

The "Hellboy" action figures are about 7 inches tall and sell for about $17. Mezco is also working on a series of 3 3/4-inch figures (about the size of a "Star Wars" toy), busts, key chains and an 18-inch "Hellboy." The concepts and designs are developed in the city, and manufacturing is handled in China.

Drake describes Mezco toys as "nerd Hummels." Instead of angelic figurines they are statuettes of the macabre and hard-core. The line of products is an indication of the changing toy industry with a growing market of adult consumers more interested in collectibles than playtime.

In 2000, Michael Markowitz founded Mezco from the ashes of Aztech Toyz, which created the "Living Dead Dolls," the company's longest-running line. They look like classic porcelain dolls except they are designed like the living dead and come in a coffin.

Mezco, which has an eight-person staff in New York, has thrived opposite the long-standing giants of the action-figure market, such as Hasbro and Mattel, by targeting a narrow but unmet demographic.

"Nobody was trying to make 'Hellboy' figures. There was a demand, and [we're] filling that demand," Drake said. "You're meeting that need, so you're not competing against a Mattel or Hasbro. We'll never beat 'My Pretty Pony,' but that's not the market we're going for."