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Are Adult Toy Collectors or Children the Future of the Toy Industry?
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Bobby Vala x Kirk Bozigian | From Hasbro Legends to the Future of Toys | Exclusive Interview

In this very special episode of the Valaverse YouTube Channel, Bobby Vala sits down with Kirk Bozigian — the legendary former Hasbro marketing executive behind the launch of G.I. Joe: A Real American Hero — for an unfiltered, insider conversation that spans decades of toy industry history.

Bobby and Kirk both played key roles at Hasbro in different eras. Now, for the first time, they reflect on their time at the company, the lessons they learned, and how the toy business has evolved — from the golden age of 3.75” figures to the modern collector market, Kickstarter campaigns, and the rise of independent toy companies.

🧠 Topics Covered:
How G.I. Joe: A Real American Hero was launched and why it succeeded

Bobby’s firsthand experience designing Marvel Legends, Star Wars, and G.I. Joe during the 2000s and 2010s

The creative tension between marketing and design teams at Hasbro

Why mass retail isn't what it used to be — and what comes next

The importance of storytelling and world-building in toy lines

Bobby’s decision to leave Hasbro and start Valaverse — and what Kirk really thinks about Action Force

The role nostalgia plays in today’s toy market

Predictions on the next big trend in the action figure world

This isn’t just a nostalgia trip — it’s a masterclass in toy development, brand building, and the future of toys from two men who’ve lived it. Whether you’re a hardcore collector, an aspiring toy designer, or just someone who grew up loving G.I. Joe, this is a rare, behind-the-scenes look at what really goes on inside the toy industry.

🎙️ About Kirk Bozigian
As Hasbro’s former VP of Marketing, Kirk Bozigian was the man behind the marketing strategy that helped G.I. Joe explode in the 1980s. He worked with legendary artists, sculptors, and writers to turn an action figure into a full-blown cultural phenomenon. Kirk’s storytelling approach to marketing laid the groundwork for how toy brands are built today.

🎥 About Bobby Vala
Bobby Vala is a former Hasbro designer who worked on Marvel Legends, Star Wars Black Series, and G.I. Joe before launching his own independent toy line, Valaverse Action Force. As both a creative and a business owner, Bobby brings a unique perspective on where the toy industry has been — and where it’s going.

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📦 Want to support independent toys?
Visit https://valaverse.com to shop the Action Force line!

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💬 Drop a comment and let us know what YOU think the future of toys looks like.

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