That's a hell of a display you're making there
Brian Flynn just did an interview with Entertainment Earth, and while there isn't anything that pertains specifically to Godzilla, he provides some great insight into their approach to making product:
On the topic of creating niche productWe never went into projects at that time assuming we were gonna make money. We went in with the goal to break even. So, if it costs me, and I'm gonna use round numbers here, $10,000 to make em, and I was selling figures for $10 each, I needed to sell 1000 figures, that was my goal. If I sold 1000 figures and we broke even, I got the toy for free! Like, we won! Even if I got another 1000 in the basement, who cares? I got the toy for free. If you told me I was gonna lose $100, $200, but I could make the toy I wanted in plastic for real? I'd sign up for that all day. So, you know, we never really thought about how many other people there were, it was really like, how do we make this thing exist? I just wanna get it out there and if other people like it, great, but if they don't, I got it.
What we've found is that stuff that's even further down is actually often times better than the sort of one level down, because nothing has been done. So when you make it, people are like 'finally! Somebody!'