San Diego Comic-Con Recap

San Diego Comic-Con Recap

Another EPIC year in the books! It's so cliche, and everyone says it,"this was our best year yet!" In this case, 100% truth. The fans turned out, and dialed up the fun!  This was the single largest "one-week" sales event in our 14-year history, we broke any previous year's record by 3x. Dems some apples! And the credit goes to this magical triumvirate; the fans and customers, the TMNT Brand, and the TLS Team who were there to provide for the TMNT fandom, and shepard/re-tell the TMNT story in a meaningful way to all those who love TMNT!  What a great year for Turtles fans!
Here are some of the BIG highlights!
Super Shredder! Holy Bezeesus! What a beast! This beast flew off the shelves like birds from bees! 100% verified hit, and at that sharp price point, who could resist?!
IDW TMNT Comicbook heroes and Raph + motorcycle! Holy Bezeesus, round 2! The IDW/Santolouco look and feel Turtles were a massive hit. The comics had been driving fandom for the last 11 years, the fans were so ready for representations of the Turtles in this fan favorite style! We are pleased as punch and moonstruck that we're the company baking up those 2D epic renditions into 3D BST AXN figures! This is just the beginning!
Tokka and Rahzar! What's not to love?! Thorny, spikey, devilish, scary, and ready to run amok! These bad dudes brought it, and fans loved it, especially those 90's fans!
TMNT CheeBee! Way too cute to pass by, a sleeper hit of the show....we had a feeling but it's always great to see the folks connecting to what we so wholeheartedly believe in. If you snagged a pack, right on, the packaging, the product execution...muuaaawh!  Sweet as Vienna candy!
Marvel - if you're a Marvel head we had some deep cuts that folks were digging!
This was a BIG Turtle year, for all sorts of reasons, and the fans let us know..."Yep, Turtles are the bees knees!" Wait to see what we have in store!
Big shout-outs and thank yous to the incredibly talented Mateus Santolouco.  Not only extraordinarily generous with his time, he is a lovely man, and his wife is absolutely amazing, and sweet as they come. We're happy to be working with Mateus, IDW, and of course, our wonderful partner at Nickelodeon/Paramount.  What a beautiful Comic Con!
Until next year! We'll be bringing the heat for sure!

Signing off, lovingly, JC

The Loyal Subjects partners up with Paramount to launch New Waves of BST AXN Teenage Mutant Ninja Turtles action figures and collectibles! Toitles! Toitles! Toitles! Everywhere!

The Loyal Subjects partners up with Paramount to launch New Waves of BST AXN Teenage Mutant Ninja Turtles action figures and collectibles! Toitles! Toitles! Toitles! Everywhere!

LOS ANGELES, Calif. – (April 4, 2023) –  The Loyal Subjects (TLS), a leading brand in the collectible space known for creating lineups of high quality, detailed figures based on fandoms biggest properties is extending their BST AXN Teenage Mutant Ninja Turtles (TMNT) action figures and collectibles line in partnership with Paramount Global. The line extension includes a wide range of products including new single 5” TMNT BST AXN figures, new TMNT BST AXN 4-packs, TMNT Comic Book and Action Figure Sets, 8” BST AXN XL figures and BST AXN Turtle + Motorcycle bundles.

Teenage Mutant Ninja Turtles are back with a vengeance! Coming August 2023, Paramount Pictures is releasing a new movie, “Teenage Mutant Ninja Turtles:  Mutant Mayhem!”  and the ramp up at retail has been happening for the last year. The Loyal Subjects has been priming the pump by launching several successful action figure waves of fan favorites TMNT BST AXN (pronounced “Best Action”) 5” scale action figure line at several retailers including Walmart, Target, GameStop, among several others including international retailers like Game Planet and Hamleys. With best-in-class articulation, sculpt details, deco details, multiple accessories, multiple grips, multiple head portraits, the BST AXN TMNT lines have been selling out everywhere!  

The Loyal Subjects is entering 2023 strong as the collectible of choice for action figure enthusiasts with their TMNT tsunami of new waves, including a wide range of characters with looks based off the 1986 cartoon series and a new comic inspired design. These new comic inspired designs are exclusive to The Loyal Subjects and are lifted straight from the pages of fan favorite TMNT IDW comic books from 2011 to present. With characters based on the work of famous artists like Mateus Santolouco, this new wave will feature even richer sculpt details, more accessories, multi-packs, comic book bundles and retailer exclusives. The new comic inspired bundles include amazing exclusive IDW cover art drawn by Mateus Santolouco alongside the TMNT BST AXN figures and accessories. 

“It’s unbelievable that TLS is entering the TMNT market this year with one of the most coveted look and feels; the new comic book look which has been driving that Turtle fandom, loyalists, and faithful for the last decade plus,” said Jonathan Cathey, CEO and Founder of The Loyal Subjects. “So psyched to have the opportunity to create, and distribute these fantastic TMNT items, one of the greatest pop culture franchises, and phenomenon to have won over the hearts of pop culture fans the world over.  Big shout outs to Kevin Eastman, Peter Laird, and Paramount for continuing to create great content, great contributions, and for dreaming this all up for fans like us, entertaining us for nearly 40 years!” 

Another new addition to the line is BST AXN Turtle + Motorcycle bundles which feature a moving front steering column, moving wheels, rubber tires, a transparent windshield, throttling grips, squeezable hand brakes and one of your favorite turtles in the new comic inspired look, complete with an interchangeable head portrait wearing a helmet. This new addition will be launching late summer 2023 with a killer Raphael + Street Race Bike at Target with the other heroes in a half shell to follow.

The Loyal Subjects’ TMNT products and exclusives will be available at Target, Walmart, Amazon, and a wide range of specialty, and international retailers with 5” TMNT BST AXN figures (MSRP: $21.99), TMNT BST AXN 4-packs (MSRP: $79.99), TMNT Comic Book and Action Figure Sets (MSRP: $29.99), 8” BST AXN XL figures (MSRP $29.99) and BST AXN Turtle + Motorcycle bundles (MSRP: $49.99). 


About The Loyal Subjects

Born in 2009, The Loyal Subjects™ (TLS) is a Brand, a Manufacture, a Creator, and Distributor of undeniably great toys, and collectibles; i.e. a Creative House that has infused collectible toys with art, quality, nuances, details and value. 

The Loyal Subjects social media:

Instagram: @TheLoyalSubjects


Twitter: @loyalsubjects

Media contact: Jamie Voisin | Beacon Communications |

TLS Launches For Keeps™ Fashion Doll Line!

TLS Launches For Keeps™ Fashion Doll Line!

For Keeps™ Fashion Doll Line Launches with a Game Changing Blend of Fun, Positivity and Self-Empowerment! Collectibles Company The Loyal Subjects™ Creates a Product Line with a Powerful Message – “You Are Love!

LOS ANGELES, Calif. – (September 23, 2020) – The Loyal Subjects™ (TLS) – a collectible toy company most recognized for its artful articulated licensed figures – has entered the Fashion Doll category with a completely fresh take…a GAME CHANGER. For Keeps™ is a new 6” fashion doll brand with great fashion play that carries a powerful message of positivity and self-empowerment.

The For Keeps™ concept was inspired by parents’ experiences with their young children, in particular the impact technology and social media have on kids’ perception of self-worth, gender stereotypes, and the imprinting of critical thought patterns by age 4. “How can a 4-year-old girl be comparing herself to social media influencers flaunting extravagance?” and “Too much screen time is pulling away from the visceral, human engagement needed for developing brains and for honing social skills.”

From this inspiration, TLS Founder and CEO Jonathan Cathey had an idea: create a toy promoting positive messages and affirmations, meaningful validations to inspire and empower, building confidence and self-esteem while creating meaningful interaction in a safe, trusted, uninterrupted, non-judged way. Something ALL kids really want: To be heard! To feel good about themselves! To share! To feel important! All without adults interrupting, correcting, or changing their course of feelings.  And so For Keeps™ was born. Said Cathey, “For Keeps is truly the first positive affirmation- and message-driven Fashion Doll – still filled with a ton of fashion play, but better!”

Characters in the For Keeps™ world are relatable, in contrast to the cool “Big Sister” or “Adults on the Town” from social media and TV that are reflected back in Fashion Dolls today. Rather than the “video-vixen,” For Keeps™ characters are decision makers in positions of power: a Filmmaker, a Journalist, a Veterinarian, a Music Producer, a Choreographer, and Creatrix Twins™ who run a cosmetics empire!  The three call out buttons on the packaging “Aspire,” “Inspire” and “Affirm” share messages of “Aspire to Be!” “Inspire Others!” and “Build through Positive Affirmations, Acceptance and Encouragement!” The character designs are reflective of kids themselves – look into the mirror to find your hero, YOU!

For Keeps™ includes GREAT FASHION PLAY. Fun accessories include headbands, necklaces, bangles, handbags, laptops, cellphones, and a boombox.  Each character has a secret message tee with powerful messages like “YOU ARE LOVE”, “YOU CAN DO IT”, and “YOU ARE AWESOME”. Kids can change outfits and shoes, and swap them between characters!  Also included is a For Keeps™ memento: an autographed picture hidden away inside the packaging uncovering an intimate glimpse into the character’s world.  For Keeps™ character Mia comes with her furry pal, Roxy! Twins London and Paris are accompanied by their pet cats, Sasha and Shadow.  If you want to pose your character, you can: For Keeps™ is articulated, and includes a translucent stand for maximum posing.

Each For Keeps™ fashion doll includes the Cupcake Keepsake™, the ultimate note passing stash box! Who doesn’t like to pass notes? Why a cupcake? It’s a great disguise for a secret note passer, and a cupcake can represent a gift, a reward, a symbol of trust, and a sign of friendship. What better way to deliver a positive message to a friend or family member than inside the Cupcake Keepsake™ for them to keep, For Keeps!  Each doll comes with 20 affirmations that double as stickers, just peel and stick!  Stick them to your iPad, notebook, cellphone or bedroom door to remind everyone that “YOU ARE LOVE™”, “YOU ARE BEAUTIFUL”, and “I AM LOYAL TO YOU”. Just gently twist the top off the Cupcake Keepsake™, place an affirmation inside, twist the top back on to secure your message, hand the Cupcake Keepsake™ to your friend, loved one or family member, and watch their eyes light up with joy after opening and receiving your affirmation! The POWER of For Keeps™ is in the MESSAGE!

Let’s meet the For Keeps™ cast: Mia the Veterinarian, Ella the Music Producer, Emma the Filmmaker, Bella the Journalist, Sophia the Choreographer, and last but not least London and Paris, the Creatrix Twins™!

If ever the world was in need of a product like For Keeps™, the time is now. Kids’ lives are fraught with uncertainty as schooling and friendships are disrupted, and negativity abounds. Enter a positive, empowering confidence builder, doing it one affirmation at a time, allowing for role-playing with a dynamic Fashion Doll who lets you know that YOU are the HERO you are looking for!

On shelf at retail it’s impossible to miss For Keeps™, to not be drawn in by the packaging with its dynamic header messages scrolling across the top – “You Shine Bright”, “You Are Loved”, “You Are Talented”, “You Are Radiant”, “You are Awesome”, and “You Are Powerful”.

For Keeps™ - Ages 4+ with a $12.99 SRP.  Available this Holiday in select retailers, at, and on Amazon!  A perfect gift for the Holiday, a POWERFUL MESSAGE with a great Fashion Doll, packed with surprises!

Here’s to making Toys powerful and meaningful!  YOU ARE LOVE™!




For Keeps Social Media:

Instagram: @ForKeepsDolls


Twitter: @DollsKeeps

Tik Tok: @forkeepsdolls



My Hero Academia Exclusives!

My Hero Academia Exclusives!

Hopefully everyone is catching a glimpse of the My Hero Academia show?  In between nerdgasms brought on by the Mandalorian, switch off the Boba Fett juice box, and get hip to one of the coolest Super Hero toons from Japan.  Nothing against Mandalorians, I think Bounty Hunters are cool too.  Looks like Disney made another bazillion dollars.  Let’s share that wealth around town, and get on the My Hero Academia train!

TLS gets a ton of flack on the Distribution – I get it, I love it, you guys want access, you want more, and we’re trying to give it to you!  My Hero Academia has character exclusives at Box Lunch, Hot Topic, and Game Stop, as well as color treatment exclusives, and we’re starting to see Froppy’s pop up at Barnes & Noble, and other great retail outlets!    Character exclusives are special.  It means a very expensive tool was made for a very limited run of an exclusive character.  I’m like the Larry guy from the “You're killing me Larry” Sit N’ Sleep commercials.  My partner is the dude pulling his hair out screaming, “You’re killing me Larry!”  I’m essentially giving it away to no profit of ours.  It’s a fortune to make a tool for a very low run character, a bloody fortune!  It makes zero financial sense but we do it.  Also, colors come in giant gallon paint buckets.  If we have something extremely limited like metallic paint, or an off color, or a Club 28, we still have to buy the whole bucket even if we’re only using a couple fluid ounces!  Industry insiders literally tell us we’re crazy but we do it anyway.  So when you're combing the aisle ONLY looking for chase figures, know that the commons were also a fortune to create, and there’s nothing common about them because they are all really limited in numbers.  As many know, TLS hardly uses a tool twice.  99.9% of the time, once it’s done, it’s done, there is no going back to the well.  There’s nothing common about any of our figures.  Our runs in scope and comparison are probably 10 times smaller to our competitors.  Not only are they limited, they have a ton of articulation, a ton of detail, and a collector card.  Outside of TLS, who’s doing anything remotely like this?  All the TLS faithfuls ,and new TLS fans should march out to Hot Topic, to Box Lunch, to Game Stop, to B&N, and go fill up your Holiday baskets with TLS My Hero Academia figures, undoubtedly the most fun, and in my opinion, the best range, and style that are in the market today, especially at the price. 

I see a ton of action in the group, folks are pretty excited about the line even if they have no idea what it is; queue Larry Engine Back, and some of the other TLS Army nicknames for the MHA characters.  Larry Engine Back, er, I mean, Tenya is pretty dang cool, the dude has drag racing exhaust pipes coming out of his legs, and ribs which makes him run a million miles a second.  That’s rad!  This set isn't accessory heavy, they're superheroes, their powers are in their “quirks” which are inside them, not in swords, shields, or other weapons BUT know the hands will fit the thousands of accessories from other TLS Action Vinyl lines, so make up your own stories!

We’re extremely proud of this line, took us nearly 11 months to build it to completion, a heck of a long time!  The figures have killer sculpt details, have killer paint details, and boast a great, fun character range comprised of your favorite characters!  It's a break out hit, introduce TLS to your friends (we’re working on a referral program right now, stay tuned), and continue to push TLS into the best toy box experience around!  Our great friends at Hot Topic, Box Lunch, and Game Stop have insane, high quality MHA exclusives, make sure you go check them out!  Available in ALL stores, unless a particular store has sold out.

Christmas is right around the corner.  I didn't forget about Thanksgiving, I love food too much to do that but Christmas is here, it’s always a chance to introduce TLS to a friend, or pile up stockings for your loved ones.  We are honored to be a part of your pop culture experience.

Check out the great My Hero Academia range from TLS, and check out the fantastic manga, and anime so you can get hip to one of the best, new superhero animations today!  It’s about time for new flavors in the superhero market!

Coming up in the next five days – Black Friday announcement, and more TLS updates.  Also, HUGE NEWS!  Our new website is set to launch on this coming Monday!  I know you guys will love the new format!







TLS at Walmart!

TLS at Walmart!

“Hey!  Look over there!”  “Where?”  “There!   What's that I see in Electronics?  I think I see The Loyal Subjects!  Right next to a pile of Funko, some McFarlane, and a little NECA!”  “Yeah man, finally!  We’ve hit the jackpot!”  Walmart’s locked and loaded!  A full statement of the heat seekers!  Go get ‘em!

I see it on the fan groups all the time, “TLS’ Distribution blows!”  How could this be true?  We have products in Walgreens, Best Buy, Walmart, Target, Hot Topic, Box Lunch, Barnes & Noble, Rite Aid, Fred Meyer, FYE, Calendar Club, our own Amazon page (, Entertainment Earth, Diamond Comics, Big Bad Toy Store…and, we’re the little guy!  How can it blow if we’re in over 10k doors worldwide?  There are a ton of venues to choose from, more importantly, if we all get behind building our best toy box experience, clean those shelves dry, a new line of Horror will go in, Cowboy BeBop, Lord of the Rings, and a few surprises we have up our sleeves that we haven’t announced yet!  We have great exclusive packouts of My Hero Academia at your favorite retailers (Hot Topic, Box Lunch, and Game Stop)….we’re coming in RED HOT this Holiday Season!  Let’s take over the shelves where all that boring static stuff lives, take out all those lame, simple Action Figures…we have nearly 2,000 characters to choose your own adventure with, build your army with, and ransack Troy with!  The ONLY true collectible that you can, and want to play with, and it’s affordable!  And dang gone it, some of them sell for hundreds of dollars, even thousands of dollars, and there’s more of those on shelf right this minute, and they're only selling for $10-$14.00!  So, what are you waiting for?  Tell a friend, turn your bandmates on to TLS, your softball squad on to TLS, your racquetball Team on to TLS, your parent/teacher conference on to TLS, your favorite Fantasy Sports league on to TLS, your best pals onto TLS, your poker night on to TLS, your D&D meet up on to TLS, TELL EVERYONE!  It's time TLS takes over the game – we are the best damn 3”, playable, stylized Action Figure out in the market, at an affordable cost, period.  The best Holiday Gift this year!  Is it another Fingerling, some lame dust collecting statue, hell no, it’s TLS!  There, I said it, and I mean it.  If you see it, grab it, either for yourself, or do a friend a favor and plop one in their stocking this Holiday!

I’m proud of what this little Team of ours has done, what our community has rallied behind.  Everyone at TLS believes whole-heartedly that we're creating fun, dynamic, imaginative, and worthwhile experiences at a very low cost of entry.  I hope you guys do too.  Our mission is to build the ultimate toy box experience.  Get in the time machine to that 8 year old self…could you imagine if you saw shelves with nearly 2k characters from nearly 70 different licenses, and they all were about the same size, you could create any story you wanted with any character or groupings of characters, the figures are all articulated, came with a ton of interchangeable weapons, and also had exclusive trading cards?!  Man, you’d about die right on the spot.  That’s what we’re bringing!  And we’re bringing it to you now!  It's not all about the rare/chase finds…sure, that’s fun, and exciting but at the core TLS builds wonderfully, creative, and playable toys made up of a thousand heroes, and a thousand villains.  Doesn't get much better than that!

We’re not about manufactured hype, we’re about building quality products, having our figures stand on their own merits – great sculpts, great paint details, an expansive character range, killer accessories, trading cards, killer packaging design, super fun articulation…the imaginerium of our 8 year old selves in real time.  This is about quality, no gimmicks, no frills, just the real deal.

Shop TLS this Holiday, show the world that you’re aligned with a fun, imaginative, and quality provider for the coolest 3” Action Figures around!  Share your passions with your friends, turn TLS collecting into a game, “Hey! My 3 Jackalman take your 4 Triclops!”  Have fun, tell story, build that toy box, build those armies, and turn the lights on Action Figure collecting with the best choice this Holiday, TLS all the way!

Last Comment on the above – It’s no easy task launching 15 lines in 1 year, nor is it an easy task going up against the big wigs at retail but we’re doing it, and it’s all because of you guys!

Tomorrow, full details on TLS’ Mammoth Black Friday Sale.  Killer deals on killer products, you can’t lose!

FIND TLS NOW at these fine retailers:  Hot Topic, Box Lunch, FYE, Game Stop, Walmart, Target, Barnes & Noble, Calendar Club, Walgreens, Rite Aid, EB Games, Big W, Toys R Us (Canada), Liverpool (Mexico),, Entertainment Earth, Diamond Comics, Tate’s Comics, Big Bad Toy Store, Newbury Comics, and your favorite toy, and comic book shop!