Universal Monsters Universe speaks with Well Played Toys in regards to their just announced toy license for Legendary’s “Lost in Space” series on Netflix.

Who’s ready to get Lost in Space with Well Played Toys? This year’s Toy Fair provided one of the most genuinely surprising and exciting of reveals in the announcement and debut of the upcoming toy line based off of Netflix’s 2018 reboot of the original Irwin Allen series.

It happened by chance that I found Well Played Toys. While I was leaving New York Toy Fair after a busy Sunday, on the main floor of the Jacob Javits Center, I saw an ad for Lost in Space and Well Played Toys. As a fan of both the original series, the 1998 movie, and of the new series on Netflix, the ad stopped me in my shoes. How had I not heard of this? When heading into Toy Fair, I always have a list of companies I need to meet with – Super7, Diamond Select Toys, and Factory Entertainment to name a few. With major properties like the classic Universal Monsters, there will normally be an awareness of it before hand and Lost in Space is one of the classic science-fiction properties of the mid to late 60’s that still has a generational appeal.

“We approach everything as the ultimate fans of what we’ll go after so entertainment, gaming, those types of properties are really where we’re going to focus and grow Well Played Toys and also bring a point of difference to the market.” – David Gardiner.

What I immediately began to research online and across social media was Well Played Toys and, a day after seeing the ad at Toy Fair, a major press release came through PR Newswire. “Legendary Entertainment to Launch New ‘Lost in Space’ Line with Master Toy Partner “Well Played Toys” – that’s what the headline read. An “emerging toy company based in Scranton, PA,” not Mattel, not Playmates, but an emerging toy company; that’s not only well played but extremely satisfying to see, especially in 2019.

Image via Well Played Toys.

The team at Well Played Toys are very excited to debut their toy line based off of Lost in Space, and rightfully so – the 2018 series was one of Netflix’s most popular series that went on to win four Visual Effects Society Awards and find praise in its ambitious and emotional production. Speaking with David Gardiner, the President of Well Played Toys, I had to ask about the acquiring of Lost in Space, I had to ask him about the story. “We approach everything as fans, and so last year, around May there’s always a licensing show for companies like ours to go and look and acquire properties. Lost in Space [debuted] on Netflix in April and when the show came on, I jumped on on Friday. I remember the original and I’m a geek and a sci-fi fan and so I’m like 3/4’s of the way through the show and I love it. It’s fantastic. It’s really good. So we’re getting ready to leave for the licensing show and I called Kristen [Padilla] up and I said “Kristen, do me a favor and let’s see if we can try to get with these people while we’re in Vegas for the show and, if you have a chance, check out the series and let me know what you think.” So, okay, that’s Friday. [On] Monday when we touch base and then before I could even get done, she’s watched the whole show.” Kristen Padilla, the Director of Licensing & Marketing” went on to add, “I binge watched the whole thing and he wasn’t even finished.” Gardiner concluded in saying “so I had to hurry up and watch them and then we went to our meetings at the licensing show and got with the people, had some great conversations, and said “look, we’re passionate about this and we want to help you bring the goods to market” and that’s kind of how we got that started.”

UMU’s Steven Biscotti with The Robot.

Well Played Toys, located in Booth 4A3 – a showroom on the fourth floor in the Jacob Javits Center, was easily the best kept secret at this year’s Toy Fair. It’s clear that David Gardiner and Kristen Padilla have a real interest in the Lost in Space license, both original series and new. And even the film. When mentioned, Gardiner went on a roll “with Joey, Lacey Chabert…” and moved on to the acknowledgement of all the great toy lines – from Trendmaster’s 1998 movie line and to Art Asylum’s Star Trek figures. The direct standout is their approach and, with toy lines now, the approach is everything. “We are going to keep the line very focused and narrow to key categories to start with. It’s going to be action figures; it’s going to be a little role play; there’s going to be a construction element, and then a board game. It’s fantastic and we’re going to keep it focused and tight; what we’re keying in on is the iconic elements from the show so obviously, for us, the action figures will be key and what we’re doing there is we’re bringing to the market a six inch, fully articulated, collector action figure at a great price so it’s not going to be something super expensive and something within everyone’s reach. With the key characters from the show, all The Robinson’s are going to be there, Don West, obviously, and Dr. Smith, as well. Then we go on to the next item which is going to be the robot. That’s everyone’s favorite. What’s nice about the robot is the characters are all done to scale so it’s a six inch collectible scale for the human characters with Will, obviously, being the exception because he’s still a kid and a little bit smaller. But the robot is eight inches and towers over everybody. He’ll have two different modes – regular robot mode where, in the show, he’s in humanoid form and he has that more danger stance when he’s trying to protect so you’ll be able to build him either way and display, as well.”

Fans could expect the Well Played Toys line of Lost in Space figures to be based off of these outifts.

One of the best aspects of Toy Fair is the unique opportunity to be in on the ground floor of one of the best trade shows. You get to learn and see many of the upcoming toys and collectibles that will be released over the year, but many times companies are still in such early stages that photos are, naturally, not allowed. Well Played Toys’ Lost in Space line of action figures, board games, and role play items were just such an occasion, but believe me that the figures and packaging happen to be one of the most visually exciting of toy lines that we’ve all seen in quite some time. I have a sincere belief that the joy found in Well Played Toys development of Lost in Space collectibles has majorly translated into what fans should expect in the Fall 2019 season. If I could describe the packaging, I’d say it’s similar to some of the more recent of Neca toy releases. They have a full window box, but unlike Neca and even Diamond Select Toys (and I do love those teams), the packaging is significantly more attractive with full photos and art from the Netflix series. Ignacio Serricchio, you’re an action figure now! (He plays Don West.) I, however, did want to clarify with Gardiner that the mock up packaging is what fans could expect. “This is the packaging that you could expect, absolutely. These are comps and this is actually our first model of the figure. We’re getting the rest in another week or two and we’re really gearing this all to launch in fourth quarter of this year. So in stores probably around August/September time frame and the show comes on in the back half of the year [season two].”

Fans could also expect to see the space suits as an additional part to each figure.

A highly promising aspect of the Lost in Space toyline is that Well Played Toys will be delivering a full line of action figures in a grand scope that might not have been seen since the good days of early Star Trek toys by Playmates. Fans can expect a complete line of uniform characters – The Robinsons, Don West, Dr. Smith/June Harris, and The Robot. I was a big fan of the Trendmasters line of movie action figures, but their offering was slightly inconsistent. With Well Played Toys, “they come with accessories and in their base layer, if you’ve seen the show, they have that fabric version of their space suit, with the helmet, and the chest piece. The wrist communicator is the accessory within each of the characters. What’s really nice is we’re going to work it that when you put the helmet on over the character, the visor light comes on so you could see the character’s face within their space suit which is cool. The robot should have the blue and red light on his face, as well.” I’m a big fan of consistency and a lack of is what contributed to the poor reception of 2009’s Star Trek line of figures by Playmates. Some of the bridge crew of the U.S.S. Enterprise NCC-1701 were in their command, medical, and science uniforms. Some were in their cadet outfits. There were plans for a second wave, but sadly that was cancelled. In hopes of a successful first wave, Well Played Toys does have a vision that extends well past the Fall 2019 release. “As we go through and expand the line and refresh the line for further months and years to come, we could always do variants in different costumes, outfits, or whatever they’re going to have” said David Gardiner.

Aside from the main action figure line, we’ll also be getting a board game and a role play set. “The role play is very simple. On the show, they communicate when they’re in their suits through their wrist devices. What we’re going to do is we’re going to have a two-pack that’s walkie-talkies so now you and your friend could both get one and you’ll be able to talk through your wrists and use a morse code feature to tap out signals. It’s going to be a great price point, as well.”

Well Played Toys is promising a line based off of the original series, as well. David Gardiner said “we’re working with some people that are really anxious for us to bring down something very collectible so what we’re working on is smaller scale for the original figures, like the 3 3/4 inch, in their original outfits from the original series, so you could expect to see that later in the year, as well.” None of the figures from the original series were on display except for B-9. “B-9 is going to be an eight inch articulated robot with lights, sounds, and phrases from the original series. We have the voice and it’ll say “Danger Will Robinson” and other phrases, with lights and sounds.”

Trendmasters action figure lineup for the 1998 movie. Not pictures is the Future Smith figure and the role-play set that consisted of Major Don West’s gun. And Blawp! We can’t forget him.

While Well Played Toys is “in start up mode,” their first two lines of Tokidoki, “in the category of construction [sets]” and Lost in Space we’ll be coming to market in the Fall of 2019 at collector shops and mass retail.

I could not be more excited for the release of Well Played Toys’ Lost in Space line of action figures and collectibles. As I mentioned earlier, I was a big fan of the Trendmasters line that was released around the time of the 1998 movie and I can’t wait to see how this line is developed over this year. Meeting David Gardiner, Kristen Padilla, and the rest of the Well Played Toys team was a true highlight of New York Toy Fair. It will be very exciting to watch them grow and offer fans a toy line made by the true geeks and sci-fi fans that have made properties like Lost in Space so enduring after all these years!

Be sure to follow Well Played Toys online and across Instagram and Facebook.

Have you watched season one of “Lost in Space” on Netflix? Are you looking forward to the Well Played Toys line of collectibles? Let me know in the comments below.

(Steven Biscotti – @reggiemantleIII)