There is currently a big stink in the HeroClix community about the most recent "Buy It By The Brick" campaign run by WizKids. The basic idea behind the BiBTB campaigns is that if you buy a "brick" of boosters (each individual game package is a booster containing five game pieces, each brick is a shrink wrapped bundle of 20 boosters, and each cardboard box "case" contains 2 bricks) you get a coupon to send in for a free figure (minus about $3 for shipping). Sort of a thank you from WK for buying in bulk.

In the past, WizKids has had enough to meet demand. Usually more than enough as they would have leftovers. Typically they were fun pieces, like a Krypto or Dr. Doom from Secret Wars.

But this time? This time WK made a special double figure of Batman and Superman. Two of comicdom's biggest hitters. Together. On one base.

Well, needless to say, the hype surrounding this particular figure, that could be gottern for "free" mind you, was immense. WK announced that there would be 5000 made AND in a WK first, the figures would be numbered. In the past, WK had made a limitation of "1 brick figure per household" but public outcry stopped that. In addition, it has always been on the BiBRB coupons that "while supplies last" was boilerplate.

So, let's recap:

1. Free figure
2. VERY popular characters
3. Limited to 5000
4. Numbered
5. While supplies last

Can you guess what happened?

Yep, they sold out within the first week. People who had preordered their bricks or cases got their product on opening day and immediately sent in the coupons. It was a mail frenzy that set a postal record for second most mail received in a single day (I would assume the local IRS office around the 15th holds the record).

Me? I FedExed in my two coupons the same day I got my case.

I got mine.

Others however were not so lucky. And therein lies the rub. This astounding sales success on the part of WK is now marred by people complaining about not getting their figures. They waited to send, they thought there would be leftovers like the old promotions, they would just pick one up cheap (HA!) on eBay, etc. etc. etc.

Now there are talks of boycotts, retaliation in the form of protests and even class action lawsuits.

People ... "WHILE SUPPLIES LAST". C'mon!

With all the amazing amounts of hype surrounding this release, for people to be surprised, much less angered by the quick sell out is absolutely ridiculous.

I FedExed mine in the SAME DAY and was still nervous about getting my figures. If I hadn't, well I would have understood.

Even if every single person who wanted a World's Finest figure had their coupon arrive all on the exact same day, all at once ... the first 5000 pulled from the pile would get theirs. The rest? ... sorry.

WizKids returned all the checks sent in, posted their announcement and handled it the best way they could. In hindsight, perhaps a "limit two per household" would have helped, or send at least one out to available orders first, then do a second round for those with multiple orders for figures, but again ... hindsight.

It comes down to the players, the ones in the trenches who have to slog though the pages and pages of hype to have the FORESIGHT to know that this particular offering isn't like any of the others.

I got mine because I had the foresight to know that even if I got mine in the next day, I would still be cutting it close. And apparently I was right.

For those who didn't get figs, don't be angry and don't boycott or sue. Just enjoy the game, keep playing with your friends and keep an eye on the horizon. Every experience is a learning one if you let it be.

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