NYCC 2023: Super7 Just Wants Us To Have Fun

Welcome to the table,

I have been a fan of Super7 for years now, and after getting a chance to talk to Founder Brian Flynn at New York Comic Con this year I feel even more loyal in my fandom of this superstar brand.

Brian took me on a tour of the Super7 booth while talking over what I think is the most important thing about the company, their sense of fun. Fans of everything from G.I. Joe to RZA, Conan to D&D, can find something to love about what Super7 offers. What makes the ReAction figures and collectibles that they sell even more appealing is that they are accessible to most people as most of their offerings come at very reasonable prices.

This pricing structure is by design, and what’s cool is that it’s not for some marketing reason or corporate power play to hit a certain demographic. The reason the toys come at prices that are reasonable is that the people behind Super7 understand that people want to play with the toys they buy, and not have to make financial decisions about the plastic that decorates their toyboxes or office shelves.

The sentiment behind that hits really deep when you roll into a Target and see that robots that transform into alligators cost almost double what most of the ReAction figures from Super7 cost. In a space where words like “collectability” and “quality” get tossed around as reasons for high prices, Super7 manages to provide both of those things and more while not cutting deep into the consumer’s wallet.

Aside from their adherence to reasonable pricing and a vast library of IPs they can pull on to craft figures and collectibles from, they also lean into the concept that they just make stuff they think will be cool. As Brian and I were talking, it became clear that the reason behind why they make the vast majority of the toys they make is that while sitting around talking to each other, someone comes up with something that sounds cool, and they roll with it.

That is honestly the most endearing thing to me behind this company. It’s just a bunch of creatives and people passionate about making toys who want to see more cool stuff in the world. They are more interested in making stuff that is fun to play with that will excite toy enthusiasts young and old, over trying to figure out the next big thing. It’s a toy company that genuinely cares about play and enjoyment. That brings so much joy to my heart.

There is plenty for those who grew up in the 80s and 90s to feel nostalgia about as well. G.I. Joe, Thundercats, D&D ReActionfigures that leap from the covers of books I watched burned during the Satanic Panic, it’s hard not to feel connected to the little kid I was who wanted to fight my Ninja Turtles with a Gith from D&D or explore the dirt mounds behind the school with Godzilla and his Kiju cohorts.

As vast as their library is, the folks at Super7 have made one thing abundantly clear. They are here to make toys that people want to play with, that are accessible to everyone, and that give you that feeling of wow and wonder that you had, or missed out on, when you were a kid.

Until next time, go have some fun!