Hasbro announced that it’s raising the Manufacturer’s Suggested Retail Price (MSRP) for all of its 6-inch action figures. This includes its Marvel Legends, G.I. Joe, and Star Wars Black Series lines.
People have responded to this announcement that MSRP is going from $27.99 to $29.99 like it’s a bridge too far. Many of them have claimed Hasbro is greedy and wants more of that sweet, sweet collector money.
Is that true?
An MSRP History of Star Wars Black Series Action Figures
The following is a history of what Hasbro set its MSRP to for its basic Star Wars Black Series figures:
- The lowest MSRP for Star Wars Black Series figures was $19.99 at their 2013 introduction.
- Spring 2020, the MSRP rose to $21.49.
- During 2021, the MSRP gradually moved to $24.99.
- Fall 2025, the MSRP rose to $27.99.
- In January 2027, the MSRP will be $29.99.
What About Inflation?
Factoring in inflation, $19.99 in 2013 equals $27.81 in 2026 (source).
Hasbro has essentially kept up with inflation. They haven’t been “greedy,” as some Internet people suggest. The annual inflation rate for August 2026 was 3.40%.
That’s too high. The target annual inflation rate is around 2%.
As long as inflation keeps rising, expect Hasbro 6-inch figures to cost more.
You may also see collectible action figure prices rise even higher at retailers like Walmart and Target. They may want to pass on higher prices for discretionary items to keep essential items priced lower.
That’s what I would do if I were a major retailer and had a moral conscience. I’d price discretionary items like adult collectibles and Pokémon cards higher so I could price essentials like baby formula and arthritis cream lower.
In Conclusion
Inflation matters—and so do its causes, like adding tariffs to everything and starting unnecessary wars. Too many people don’t understand that. They see that unnecessary things like adult action figures are priced higher, and they lash out at the company that makes them, accusing it of being greedy.
That’s just dumb.