At The Counter #3: Blind Bags And Old Hags

October wasn’t quite as eventful as September, but there’s still lots to talk about in the retailer world. Tony Thornley sat down once again with Greg Gage to talk about what’s going on in the world of comics retail.

This month, things get a little scary, and we’re not just talking about horror comics, as a new trend explodes throughout October.

Tony: So I’m just going to get right to it.

What the hell is up with the blind bags?!

I mean, as a parent (and a LEGO fan), blind bags have been a big thing with toys for years now. I have so many dumb blind bag and blind box toys around the house, and the only ones that I personally feel are worthwhile are Lego’s collectible mini figures. But it seems like since Batman #1 in September, they’ve exploded in the comics world.

Greg:  Yes! They certainly have. It’s not necessarily a new thing, as there have been a number of blind bag books before, Titan’s Gun Honey is a notable example, but the comic publishers have picked up on a trend that stretches far beyond their industry. There are entire stores dedicated to blind box and bag items. And the comic world has realized there’s money to be made in it.

Tony: In just the last two months or so, it’s seemed like we’ve gotten dozens of these. But really, I think it’s just been four that’s come out- Batman #1, DC KO #1, the Mark Spears Monsters Halloween issue, and that Marvel 2025 three pack from NYCC — plus a few more announced. They’ve been everywhere though.

Besides driving traffic to the store, do you see them as a positive?

Greg: That’s a loaded question that’s harder to answer than you might think. It’s a gimmick for sure, but kind of a fun one. For the time being, it’s driving high sales on certain books. The DC bags are sort of meh from what I’ve heard from customers. Instead of completely new covers, they’ve been just packaging up foil variants of existing covers. I don’t want to say it’s a cheat, but the most successful issue I’ve had by far is the Monsters book. It might be excessive, but there are around 75 basic variant covers. There are also foil and black and white versions, so that bumps that number up significantly. I’ve gotten much better feedback from that one.

Tony: Now, every single one of these are variants of a specific issue (or in the Marvel pack’s case, issues). I heard Jimmy Palmiotti talk about it at Salt Lake FanX, and you and I have talked about it for years. When is the bubble going to pop on variant covers? They’re seriously taking over the industry.

Greg: I think that bubble may have some legs. Like it or not, variants are probably here to stay. The sheer number of covers for certain books are staggering, but people are still buying into it. And I hate to admit it, but I’m one. The comic industry has always loved the completist. We have to have every issue. Then we have to have every version of that issue, like the Whitman and test logo variants from the ’70s, ’80s, and ’90s. Now we’re almost compelled to have all the covers. We are what we are, and the simple fact is, we’re collectors. We like to have everything. 

Tony: Now, I do have to say, I like the blind bags (personally) better than the usual “1:5, 1:10, 1:500” variants. I think if it’s going to happen, this is a much more fun way to have them out there.

Greg: It’s definitely more fun. You don’t know what you’re going to get, and that’s part of the allure. If you think about it, though, it’s a time tested strategy that goes back nearly a hundred years. What are packs of sports cards, if not “blind bags”? Sure, you get doubles. Then you trade them. Then you just keep on buying them to complete your set. Honestly, I’m surprised it’s taken the comic world so long to catch on.

Tony: Have you seen any really cool covers from a bag come through the shop?

Greg: The first blind bag I ever got for myself was Ultimate Hawkeye #1. Marvel had them bagged, and there was a chance to get a signed variant from Stan Lee. I believe they were limited to only a hundred copies. I took home 2 copies just for fun, opened one, and I’ll be damned if I didn’t get a signed one! Still have it, still love it. It’s really a form of gambling, and who doesn’t want to win the jackpot?

Tony: Switching gears, I want to talk about what seems like a horror comics resurgence. It feels like lately there’s been so many more horror books than normal. There’s the entire Tiny Onion empire, particularly with the massive hit of Exquisite Corpses, Mark Spears’ career exploding, Marvel Zombies making a comeback. What’s the deal there?

Greg: It’s a cycle. Super-heroes(™) are everywhere. They have always been in this industry. Sometimes people are tired of the same old same old. There are only so many times you can see Spider-Man fight the Green Goblin, when you know full well that he’ll be fine in the end (or at least in a few months). In horror, you don’t know who will walk away. There’s a little bit of a risk getting comfortable with characters, as they might not make it to the next issue. That’s exciting and fun. The unknown is sometimes more alluring than the overly familiar. 

Tony: I don’t feel like horror has ever really gone away in comics — it’s probably American comics’ second biggest genre. It does feel like there’s a wider diversity of offerings though. Six or seven years ago, it was all zombies. Now, it’s a much wider spread. What might have driven that?

Greg: Zombies. Zombies have driven that. With the success of The Walking Dead, everyone hitched their wagons to zombies. It was by far the biggest genre of horror. Then people realized that they were kind of reading the same story in a different book. There’s only so much you can do with it. Don’t get me wrong, I love love love zombies, but I’m also very aware of their story limitations. The horror crowd is a strong, fun one. We always want something different, but we’re not afraid to do the standby stuff. I think we’re just in a “something different” kind of era right now, and that’s great!

Tony: Just straight up going to ask this one- how much credit do you think James Tynion IV deserves for it?

Greg: A whole hell of a lot. Besides being a great writer, James is a stand up guy. He gives a voice to so many marginalized people in his writing, and I think that has a lot to do with his popularity. It’s never patronizing or exploitative. It’s inclusive in a non forced sort of way. So many customers identify with the fringe characters he’s brought to the forefront of his writing, and that just expands the readership, which is great not only for the industry, but for shops. We’re all small businesses. The more people we bring in, the longer we exist, and he’s done an amazing job doing just that. I really would like to know, however, exactly what is killing the children. Seriously, man. I know it’s something, but what is killing those children????

Tony: Didn’t you see the NYCC announcement? It’s Swamp Thing!

Speaking of Tynion, what do you think of the announcement that Exquisite Corpses is going to last five years? That seems like an incredibly bold statement in such a volatile industry.

Greg: It’s … a surprise. I didn’t think it was going that long, but it’s a great seller, and a hugely enjoyable book. The genius of that book is the rotating creative teams. Many publishers have tried that, but this seems like everyone is on the same page, literally and figuratively. There has to be a war room somewhere with a grand plan that we’re not privy to, and I’m in all the way. Obviously it’ll have to expand on its mythos, but I feel that, as long as it’s coming out on a timely basis, Tynion is a great person to guide it to its end. It’s a fun book, and I don’t see it running out of steam for quite some time.  

Tony: No kidding. Tynion’s a writer I’ve stopped reviewing because I just want to sit back and enjoy his books!

Thanks for taking the time as always!

Black Cat Comics is on the web at https://blackcat-comics.com/ and via all the usual social media channels. If you live in or are visiting the Salt Lake City area, you can visit the store at 2261 Highland Dr, Salt Lake City, UT 84106, or call Greg and his team at (801) 461-4228.