Playmates World of Springfield

The World of Springfield was a line of *Simpsons* action figures by Playmates Toys that ran from January 2000 to September 2004 and is highly regarded as the most ambitious piece of merchandise regarding the show with some of its expansion plans tragically cancelled upon the toyline’s cancellation.

## **Summary**

The basic premise of World of Springfield was that you collect a series of interactive action figures and playsets based on characters and key locations of the show that when put together, would resemble a miniature version of Springfield. At least sixteen waves were released in total with 200 different figures, 40 interactive playsets (recreations of interior and town locations), and 3 non-interactive diorama town settings.

What made this series so successful is that unlike the earlier Mattel lines which mainly marketed towards younger audiences, had very few characters beyond the main cast and was highly inaccurate, World of Springfield also appealed to adults and teenagers who appreciated the jokes and intellectual writing that made the first ten seasons a true classic. Aware of how many fans love to quote its episodic lines, Playmates captured the appeal by giving each of its figures a “coded” chip on the base of that character’s foot that when contacted with the playset’s “trigger tab,” it would complete the circuit with a playback of 1-6 phrases for the character that would feature the actual show’s dialogue by the actual actor (for example, Homer Simpson on an appropriate playset would trigger archival audio by Dan Castellaneta). As for an added bonus, each playset held unique quotes and voice clip performances for a variety of characters. If you were to put the Marge or Bart figures on their appropriate playset, it would trigger different quotes and voice clips per character. The one weakness this gimmick was that not every character would work with every playset for a number of justifiable reasons (doesn’t match with the setting, was released way after the playset, voice clips must be approved and licensed) and that they were released for $20 to $25 dollars with special sets reaching the $60 sum, meaning you’d have to be very committed with buying these things (this also went for the convention/store exclusive and mail-in figures). Though given that the economy was still somewhat healthy during the line’s earliest years, both the extra impetus and momentum helped it carry on.

Another secret to the line’s success was Playmate’s commitment with company/fan interaction between their collectors that were specifically based on the Simpsons Collector Sector website forums. Starting in mid-2001 with contacts from board moderator Michael Crawford, (the toy reviewer, not the Broadway actor), Playmates executives like Jeff Trojan and Pat Linden reached out to the collectors in a mutually beneficial relationships where they answered monthly Q&A panels from collectors and regularly gave exclusive details about upcoming products through the CS website. Collectors also had the opportunity to give suggestions on what figures and playsets they wanted to see and voiced their opinions on issues within the market like in summer 2001 when they claimed that ToyFare was being “UnFare” about the way the handled offers for their exclusive Pin Pal Mr. Burns figure. Playmates responded big time by having ToyFare make later offers available online and later terminated their offer deal. The community interaction hit its peak in 2003 when the Simpsons Collector Sector hosted a panel at San Diego Comic Con that year where a Playmates representative was the star guests of the Q&A and handed out free figures to all of the attendees that they engaged with.

While there were plenty of good times with the toyline, the World of Springfield came to an end in September 2004 due to a number of factors including slow sales, “collector’s fatigue” over the release pattern of figures, its sheer size being difficult for newcomers, the post-9/11 economy, the changing toy retail situation, and Playmates’ relationship with 20th Century Fox turning sour. Shortly after the end of World of Springfield, McFarlane Toys decided to revive *Simpsons* merchandise and started a brand new line of figures that were mostly miniature dioramas of scenes from episodes like “The Devil and Homer Simpson” segment from Treehouse of Horror IV where Homer is punished to eat all of the world’s donuts down his throat and a whole line was made to tie-in with *The Simpsons Movie*. NECA also released the “25 Greatest Guest Stars” line in 2014 to celebrate the show’s 25th anniversary with several figures representing guest stars as they appeared in certain episodes along with a few of the main characters.  Both lines were mostly accepted by *Simpsons* collectors, but there is a whole segment of content for World of Springfield that Playmates never had the chance to release and its time to put them to rest:

## **6” Talking Action Figures**

Shown at the New York Toy Fair in February 2001 was a planned series of 6” action figures that would have come with an individual display base that allows them to talk and has a built-in action feature. The initial releases were to include Bowling Homer, Pie-Throwing Krusty, Howdy Neighbor Ned, and Hold-Up Procedure Apu. Their retail price would have been around $9.99, but was cancelled long after their reveal.

A similar idea known as Voice-Response Figures (Braineez) were in development by Playmates with one figure that made it far to the prototype stage being Voice-Response Bart who leans back in his chair with his feet propped up on his school desk. If you ask him a certain number of questions, he’d give you a number of responses. While there are images of it shown at a Toy Fair convention, its unknown just what exact quotes he said during demonstration.

## **Store Exclusive Figures**

Long before LEGO picked up the license to make official *Simpsons* minifigures, Episode 263/S12E15 “Hungry, Hungry Homer” featured Blockoland, an amusement park based off the similarily named LEGOLAND amusement franchise which included similarily named “Blocko” minifigures. It wouldn’t be long before Playmates made a Toys R Us exclusive 9 figure set of the show’s characters (the Simpsons family along with Grampa, Apu, Mr. Burns & Smithers, and Carl) based off these fictional toys which each came with a base and themed 4-colour backdrop diorama. Two more sets were expected to be released along with Diamond Comics Previews exclusively selling them. Series 2 would’ve had Lenny/Barney/Moe, Comic Book Guy/Ned Flanders/Pimply Faced Teen, and Sideshow Bob/Krusty/Milhouse.  Series 3 would’ve featured Hans Moleman/Kent Brockman/Captain McCallister, Mayor Quimby/Chief Wiggum/Snake, and Principal Skinner/Otto/Groundskeeper Willie.  Neither of these sets came into fruition.

Vivid was a comic book store in the United Kingdom that was set to release a seventh series of non-interactive action figures including Otto, Kent Brockman, Patty and Bartman along with an eighth consisting of Dr. Hibbert, Snake, Sunday Best Grandpa and either Radioactive Homer or Mascot Homer.   No images for these figures have ever been found.

While not really part of the World of Springfield line, Playmates released a series figures based on the “When Bongos Collide” storyline from Bongo Comics which were exclusive to the American retailer, KayBee Toys. One series was released, though they had plans to do a second with figures of Marge as the Entangler, Lisa as the Jazzler, and Maggie as Brainbaby with a third wave consisting of Grandpa as Oldblood member Coda, Skinner as the Stickler, and Willie as the Plaid Piper. Sculpts were finished and shown to insiders at the 2002 New York Toy Fair, but they were cancelled before release and no photos of them at the event have resurfaced. KB Toys was also expected to release a second series of bobbleheads with Moe and Barney in the lineup, but never came to fruition.

## **Cancelled Dioramas and Playsets**

In 2002, Playmates had plans to do figures of the Simpsons family members dressed in different themes as seen in the landmark 300th episode “Barting Over.” (In actuality, “Barting Over” was only the 300th episode in broadcasting order as “The Strong Arms of the Ma” is the 300th in both production and broadcast order). At first, Playmates kept it a secret until Peter Byrne, Executive VP of Licensing and Merchandising for Fox Worldwide mentioned the set would be a five-figure gift pack featuring Homer outfitted in skateboard gear from head to toe and Bart in his pajamas. A full design sketch was complete showing what would be known as the “Loft” set along with an “Indian Burn” Lisa figure and Skinner wearing nothing but boxer shorts. Mock-up packaging was completed, but the box set never made it to further development.

World of Springfield Re-Release Series 1 included reissues of older figures that came with a newly improved sculpt and/or colours along with a diorama base (For example, Homer, Marge and Maggie with their house, Krusty and Milhouse with Krustylu Studios).  Plans for a Series 2 included Springfield Elementary with Lisa & Bart and the Bowl-A-Rama with Lenny & Carl.  Series 3 would’ve had Town Hall with Kent Brockman & Mayor Quimby and Moe’s Tavern with Moe & Sobert Barney.  Series 4 was planned to have the Frying Dutchman with Captain McCallister & Pimply Faced Teen and the Flanders House with Ned, Rod & Todd. A Nuclear Power Plant set with Mr. Burns and Smithers was originally planned to be a Target exclusive, but was later planned to be released with the other shipments.  All sets except for Series 4 made it to the prototype stage, but were all cancelled due to slow sales of the initial assortment.

Planned to be released as a Toys R Us exclusive in mid-2004 around the same time as the Stonecutters mail-away promotion was a playset of the Stonecutters Lodge from the “Homer the Great” episode with an exclusive figure of Stonecutter Carl Carlson. But due to the slow sales of the Be Sharps Centennial playset with Dr. Dolittle Wiggum, it was cancelled.

Planned for a Toys R Us exclusive release in 2004 as the most rumoured playset based on an episode occuring every four years was a recreation of the Oval Office as seen in “Bart to the Future” with figures of President Lisa, Grownup Bart, Elderly Marge & Homer, and Maggie Junior. It was first revealed in San Diego Comic Con 2003 and concept art of it was made by Chris Lauria, but development never got any further due to slow sales of previous exclusives.

Springfield Elementary School Playground with Janey Powell was going to be include in Wave 17, but was cancelled once the World of Springfield’s retirement was announced.

Flanders Raumpus Room with Maude Flanders was going to be the playset of Wave 18, but was cancelled due to the World of Springfield’s cancellation. Though another reason as to why her figure was never released was due to the bad blood between her voice actress, Maggie Roxwell and FOX who had a fairly pubblic battle with FOX over her show’s contract. About a year after she left the show, FOX decided to kill off her character in the controversial Season 11 episode “Alone Again, Natura-Diddily.” Both Maggie and FOX’s dispute with each other made it impossible for a Maude figure to get off from the ground, even with fans begging Playmates to make it happen. And while Maggie Roswell would return to *The Simpsons* in 2002 where she portrayed Maude as a ghost in the Season 14 opener and seemingly agreed to a figure of her considering it got far enough to get to concept art, it was already too late for Playmates as the toyline was barely on life support by this state.

The fifth and final Toys R Us exclusive Treehouse of Horror set was initially going to be the Haunted Mansion episode from the very first special and be very “episode-specific” with the family in their pajamas chasing each other with knives. They decided later on to keep the set, but feature a variety of characters from different specials like Raven Bart & Alien Maggie from “Treehouse of Horror III” (both were initially revealed as another set during April 2002 though were replaced with Hugo and Dream Invader Willie), Vampire Krusty, Werewolf Flanders, the Frogurt seller, Jack in the Box Homer and a wacky Snowball III (both the latter two based off the parody of “It’s A Good Life” from The Twilight Zone). At the last minute, the set was scrapped and Chris Lauria focused on developing a new one based off the “The Island of Dr. Hibbert” from XIII with a diorama of Hibbert’s laboratory that included figures of Walrus Homer, Cat Marge, Bart Spider, Lisa Bird, and Maggie Anteater.  The set was cancelled at the last minute, though a similar box set in a smaller scale would be made years later by McFarlane Toys along with a scene based off “The Raven” with Homer & Bart.

## **Cancelled Waves and Action Figures**

Starting in February 2002, Playmates released a subtheme in the World of Springfield known as All Star Voices which mainly consisted of supporting/one-off characters that were voiced by big-name celebrities (ie. Phil Hartman as Troy McClure and Danny DeVito as Herb Powell).  A figure of Krusty’s dad, Rabbi Rustoksky, was to be included for the Series 2 line, but was cancelled as Playmates could not clear the rights for Jackie Mason’s voice work. For Series 3, Lyle Lanley (another Phil Hartman classic) from the episode “Marge Vs. The Monorail” was planned for the lineup only to be replaced at the last minute by Jim Varney as Cooder from “Bart Carny” and Jon Lovitz as Llewellyn Sinclair who were later released as online mail-away exclusives once the line was cancelled. Hank Scorpio, who was also part of the original lineup, was later moved to Series 10. All Star Voices Series 4 would have included Artie Ziff (another Lovitz character) from “The Way We Was,” Michelle Pfeiffer as Mindy Simmons from “The Last Temptation of Homer” and Patrick Stewart as Number One, but only Patrick Stewart made it as he was released in Series 12 where he took the spot of Molloy from “Homer the Vigilante” who was already considered for the lineup.  While Artie Ziff was scrapped, Mindy Simmons was given one more chance by Playmates as they planned to include her in a workplace environment playset along with Homer Simpson, but was cancelled once the sub-line ended.

For the tenth regular series, a sketch for a planned action figure of “Mother” Agnes Skinner was shown at the 2002 New York Toy Fair, but April came and Agnes was nowhere to be found with Scout Leader Flanders taking her place. The reason as to why her figure got cancelled was due to licensing issues with her actress Tress MacNeille. Keep in mind that Dolph, another character that Tress voices, was released in the Interactive series without her acknowledgement and she and her representatives were very upset once they found out. FOX tried to fix the situation by cutting a retro deal for Dolph only for Tress to find out that the Agnes figure was nearing its completion and that she felt FOX was doing it again. It also didn’t help that Tress MacNeille did voiceovers for another Matt Groening show named *Futurama* which FOX had a notoriously bad handling with. With the already strained relationship over *Futurama* and Playmates’ snafu, Agnes was retired from Series 10 and the negotiations for the toy voice rights got wrapped up in her overall negotiations with FOX as things dragged out. Though once things were patched up, Agnes would eventually be released in Series 16 along with Brandine: another Tress MacNeille character.

In July 2002, Playmates released two series of what was to be the first of a subseries known as “Episde-Specific Collector’s” 5-packs which included 3” figures of the show’s characters contained in collector friendly packaging with episodic trivia information on the back. The first two were based on “Homer at the Bat”  and “Deep Space Homer”,  but there would have been two more packs based on the Season 4 episodes “Brother from the Same Planet” and “Homer the Heretic.”   None of the two were ever released.

Figures planned for Series 17 include Ninja Bart, Richard & Lewis, Arnie Pie, Bigfoot Homer, Flying Hellfish Grampa, and Cecil Terwilliger who was voiced by David Hyde Pierce. They were set to be included with miniature figures of Krusty the Clown, Mr. Burns & Smithers, Barney Gumble, Chief Wiggum, and Ned Flanders.  Series 18 would have featured Lindsey Neagle, Uncle Moe, Akira voiced by George Takei, Sanjay, and Kang & Kudos in their tuxedo bowties. All these Series were cancelled in early 2004 when the end of the World of Springfield was announced.

## **Faces of Springfield and 10” Figures**

Faces of Springfield was a subtheme in the World of Springfield line which consisted of 9” figures based off characters from *The Simpsons*. Two series were released in total, though a few more were planned by Playmates. Series 3 would’ve consisted of Krusty, Apu and Grandpa.  Series 4 would have featured Ned, Groundskeeper Willie and Chief Wiggum.  Series 5 was destined to release Marge, Otto and Milhouse.  No reason is ever given as to why they were never released, though it could’ve been due to low sales of the first two waves.

Playmates had plans to create a 10” series of Collectible Figures which would feature authentic accessories, spoke several lines at the push of a button, and would come in a box with a full biographical description of the character and a “Try Me” hole. Series 1 would have included Astronaut Homer and Wedding Apu, Series 2 would consist of Krusty and Barney,  and Series 3 would feature Grandpa and Mr. Burns.  The line was cancelled due to a lack of retailer interest and the only physical trace of this concept’s existence are render images of Astronaut Homer and Wedding Apu that were pulled from Action Figure Xpress.

## **Interactive Plushes**

Perhaps one of Playmates’ more ambitious plans for the World of Springfield line was the Ultimate Talking Bart Simpson action figure which would have spoken irreverent phrases with lots of attitude triggered by a motion sensor and programmed with two theme songs - “Wise Guy Bart” and “Do the Bartman” - with accessories for each theme that when plugged into his hand or foot, he recognizes them and makes the appropriate statement. They would have costed $69.99 (nice) to sell for retail and were probably cancelled for being too expensive to make as well as overly ambitious.

15” Interactive talking plushes of Marge and Lisa were planned to be released for a second series that would have been able to interact with the Homer and Bart figures from the first series thanks to special infrared technology that could identify which other figures are in close proximity and then begin a conversation with each other. They each say 10 random phrases when used alone and require three AAA batteries. They were displayed in Toy Fair of spring 2000, but were cancelled due to the first series’ lackluster sales.

## **Gallery**

6" Talking Figures of Homer, Krusty, Ned, and ApuSpringfield Nuclear Power Plant diorama with figures of Mr. Burns and SmithersSpringfield Elementary School and Bowl-A-Rama dioramasSpringfield Town Hall and Moe's Tavern dioramasSpringfield Police Station diorama with Chief Wiggum and Officer Lou figuresFrying Dutchman diorama with Captain Horatio McCallister and Pimply Faced TeenFlanders House diorama with Ned, Rod and ToddThe original lineup for All Star Voices Series 3Rabbi Krustofsky action figure originally planed All Star Voices Series 2The Loft playset made to tie-in with the episode "Barting Out"Springfield Elementary Playground playset with Janey PowellFlanders Rumpus Room with Maude FlandersStonecutter Hall diorama with Stonecutter CarlStonecutter Wiggum mail-away figureChris Lauria's concept art for the Toys R Us exclusive "Oval Office" playsetVoice Response Homer and Bart figuresVoice Response Lisa and Marge plush dollsRenders for 10" collectible figures of Astronaut Homer and Wedding ApuModel sheet for the World of Springfield Series 17 lineupModel sheet for the World of Springfield Series 18 lineupChris Lauria's concept art for the original version of the "final" Treehouse of Horror playsetChris Lauria's concept art for the "final" Treehouse of Horror playset now themed after "The Island of Dr. Hibbert"
## **References**

1. ↑ https://simpsonswiki.com/wiki/World\_of\_Springfield
2. ↑ http://www.simpsonscollectors.com/releases.asp?sid=28
3. ↑ http://www.simpsonscollectors.com/releases.asp?sid=363
4. ↑ http://www.simpsonscollectors.com/releases.asp?sid=72
5. ↑ http://www.simpsonscollectors.com/releases.asp?sid=73
6. ↑ http://www.simpsonscollectors.com/releases.asp?sid=415
7. ↑ http://www.simpsonscollectors.com/releases.asp?sid=414
8. ↑ http://www.simpsonscollectors.com/releases.asp?sid=170
9. ↑ http://www.simpsonscollectors.com/releases.asp?sid=223
10. ↑ http://www.simpsonscollectors.com/releases.asp?sid=355
11. ↑ http://www.simpsonscollectors.com/releases.asp?sid=705
12. ↑ http://www.simpsonscollectors.com/releases.asp?sid=706
13. ↑ http://www.simpsonscollectors.com/releases.asp?sid=688
14. ↑ https://en.wikipedia.org/wiki/Maggie\_Roswell#Return\_to\_The\_Simpsons\_and\_later\_work
15. ↑ http://www.simpsonscollectors.com/releases.asp?sid=755
16. ↑ https://mcfarlane.com/toys/the-island-of-dr-hibbert/
17. ↑ http://www.simpsonscollectors.com/releases.asp?sid=66
18. ↑ http://www.simpsonscollectors.com/releases.asp?sid=189
19. ↑ http://www.simpsonscollectors.com/releases.asp?sid=187
20. ↑ http://www.mwctoys.com/FEATURE\_101104a.htm
21. ↑ http://www.simpsonscollectors.com/releases.asp?sid=174
22. ↑ http://www.simpsonscollectors.com/releases.asp?sid=193
23. ↑ http://www.simpsonscollectors.com/releases.asp?sid=194
24. ↑ http://www.simpsonscollectors.com/releases.asp?sid=173
25. ↑ http://www.simpsonscollectors.com/releases.asp?sid=698
26. ↑ http://www.simpsonscollectors.com/releases.asp?sid=225
27. ↑ http://www.simpsonscollectors.com/releases.asp?sid=231
28. ↑ http://www.simpsonscollectors.com/releases.asp?sid=232
29. ↑ http://www.simpsonscollectors.com/releases.asp?sid=69
30. ↑ http://www.simpsonscollectors.com/releases.asp?sid=70
31. ↑ http://www.simpsonscollectors.com/releases.asp?sid=68