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(Abov e) Bumpin' it with a trumpet in the Toy Building at Toy Fair.
(Right) The first book cover mockup.
BEHIND THE SCENES
FORESHADOWING
Tentative steps leading to a foray into the toy business
CONCEPTION
Original correspondence, memos and late-night napkin sketches from the archives added regularly
- 11/2/94 Memo: The first document explaining the Masterpiece Edition concept
- 11/10/95 Memo: Notes for Don Levine's appearance and remarks at the Chicago International GI Joe Collector's Convention
PRODUCTION
MEDIA & PUBLIC RELATIONS
AFTERMATH
- In October, 1999, Don Levine began to sell items in his possession on EBay. At auction's end, his total take was $156,267.68. Nice little retirement benefit!
- In 2003, Levine hooked up with HERITAGE COMICS AUCTIONS to try once again to sell the GI Joe material. To call the results a debacle would be an understatement; Levine decided that his "prototype" should be valued at $600,000. Predictably, no bidders emerged, and the world media had a wonderful time rewarding Levine's hubris by dumping on Hasbro's trademark.
I was astounded at how many members of the national press (who contacted me for quotes) were utterly certain that there was actually a $600,000 bid - - and then a $750,000 bid! - - in place. No matter what I said to assure them that the Heritage auction site was more-than-slightly deceptive in listing, for instance, "3 bidders" for the GI Joe prototype, then listing "top bid: $750,000," this did NOT mean that one of those bidders had anything to do with a $750,000 bid. The familiar eBay model (if there are bidders, the designation "top bid" is an amount that one of the bidders has actually pledged) had people convinced that this was going to be real news. Though some media outlets reported that Heritage and Levine hoped that the figure would go for the largest bid for any toy in auction history, others reported it as if it had already occurred.
An interesting question that more than one reporter asked: Is this stuff really Levine's to sell? I had, and have, no comment.
Levine eventually sold the figure and his collection to comic book distributor Stephen Geppi for $200,000 - - a more-than-respectable amount, but the damage had already been done.
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BEHIND
THE SCENES
In the Land of the Toymen: Tales from the creation and marketing of the GI Joe Masterpiece Edition
50-50
HINDSIGHT DEPT.
A tip for anyone out there planning to do business with anyone: Pay for a background check on that person's name and business name immediately.
I used KNOWX.COM, (after I'd already had to file a lawsuit, unfortunately) but there are any number of online services that'll give you a public records search for $45-$65.
Take it from someone who learned the hard way: It is money well spent to learn ahead of time that a potential business partner is financially strapped, has leins or judgements outstanding, or is misrepresenting the worth of their business.
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Back to THE GILL NET HOMEPAGE
Contact John Michlig
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