Stevio...LA LA Lovin' It?

I'm British-born Chinese from Bristol, UK. I’m LA-based. I’m a hip hop aficionado. After 15 years in London I moved to LA to pursue a new career and outlook on life.

Back in the 80s I was a DJ. In the 90s I contributed to the world's first street style exhibition at London's Victoria & Albert Museum. In 2011, I had my first interviews published. Today, I’m keeping busy with music, art, photos and writing.

Tuesday, April 03, 2007

A market of none?

DeBeers, Swarovski, Thunderdog...who? Thunderdog Studios is the latest marketing company to take its products from limited to exclusive, by not only restricting supply (DeBeers) or creating a membership structure (Swarovski), but also charging $300 every 6-months and restricting the membership numbers to match the limited number of toys made each season/collection.

I'm not a big fan of toys, but as I'm collector of trivia it's taken a lot of restraint! I only have some Hip Hop related toys (Cheech, Fafi...) One collector I spoke to had maxed out his three credit cards and taken out two home equity loans to fund his habit. "I've spent $200,000 on clothes, music and toys!" May be he'll be able to retire by selling his collection at some point in the future. Or it'll get destroyed in an earthquake or Hollywood fire. Shit happens, right?!

"P.S. MUTT CLUB RULES for all the new jacks out there..."

1. Joining the MUTT CLUB entitles you guaranteed access to all THUNDERMUTT releases within a 6-month period.

2. At the end of each 6-month period, you can renew your membership or step aside and let others join.
3. The membership fee will be $300.
4. Membership fee doesn't cover the actual retail costs of THUNDERMUTTS. The $300 is a membership fee only.
5. CLUB will be limited to 50 people per 6-month period. (My initial reason for this is that sometimes we only release 100pcs of a toy and we have to allow at least half to go to it seems like I have to cap it at 50).
6. Members are not obligated to purchase all MUTT releases.
7. MUTT CLUB members will get cool, extra stuff too for being so awesome. (Prints, stickers, maybe even exclusive color ways).
8. Membership is not transferable (i.e.: you cannot give your membership to someone else).
9. MUTTCLUB members get VIP access to all MUTT releases.
10. Membership fee in NON-REFUNDABLE.

11. MUTT CLUB would begin on April 2007 - and would end September 2007. There are also a few undisclosed releases between these dates.

12. MUTT CLUB is first come - first serve. When MUTT CLUB is open, the first 50 people to pay the membership fee will be awarded membership.
13. The opening of the MUTT CLUB will be announced through the THUNDERDOG mailing list and posted on the Kidrobot discussion board.
14. Members must purchase each MUTT within 30 days of it's launch. (We'd like to avoid people waiting until the end of the 6 month period to pay for everything at once...or people having a mutt on reserve, then months later deciding not to buy it.)
15. Purchasing a MUTT CLUB membership confirms that you have read, understood and agree."

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