You scroll past a post in a collector group. Someone just paid $180 for a figure that retailed at $30. The figure is two years old. It was sitting on shelves for a month before selling out. Now it’s a grail piece because nobody pre-ordered it.
Pre-Order & New — Forbidden Planet
We may earn a commission from purchases — at no extra cost to you.
Don’t be that collector.
The pre-order system is one of the most powerful tools in an action figure collector’s arsenal. Used correctly, it locks in MSRP pricing on even the most sought-after releases, eliminates scalper markups, and ensures you actually get the figure when it releases — rather than discovering it sold out in 47 minutes and now costs six times retail on eBay.
This is the complete guide to pre-ordering action figures: when to do it, where to do it, and how to avoid the common mistakes that cost collectors money.
Why Pre-Ordering Matters
Let’s understand the problem pre-orders solve. The modern action figure market has a structural issue:
- Manufacturers announce a figure at a convention or online reveal
- Demand immediately becomes clear (social media response, sell-through rate of similar figures)
- High-demand figures get bought out rapidly — by both genuine collectors AND scalpers
- Secondary market prices spike immediately after sell-out
- Collectors who missed the window pay 2-5x retail or go without
Pre-orders break this cycle. When you pre-order, you reserve your unit at MSRP before the scalper wave hits. You pay what the figure is worth — not what the market panic makes it worth.
The Pre-Order Calendar: When to Strike
Tier 1: Pre-Order Immediately (Within 24 Hours of Announcement)
Some figures need instant action. These are:
- Convention exclusives (SDCC, NYCC, Fan Expo) — limited supply by definition
- HasLab crowdfunded projects — must hit backer threshold or they don’t produce at all
- Hot Toys and MAFEX releases of major characters (Spider-Man, Batman, Iron Man)
- Any figure with a known cult following in the secondary market
- Retailer exclusives that historically sell out fast (Target exclusives, Pulse Exclusives)
How fast do these sell? San Diego Comic-Con exclusive Marvel Legends figures typically sell out within minutes of going live on Hasbro Pulse. Hot Toys popular characters sell out at $350+ within hours. These are not exaggerations.
Tier 2: Pre-Order Within the First Week
- Standard wave Marvel Legends — usually plenty of pre-order stock but popular characters go first
- Star Wars Black Series standard releases
- NECA Ultimate figures of popular characters
- McFarlane DC Multiverse figures of major DC characters
Tier 3: Wait and See
- Figures of obscure characters or deep cuts
- Reissues of previously released figures
- Lines with historically poor sell-through rates
- Any figure you’re not excited about but might want eventually
For Tier 3, waiting until closer to release often means clearance opportunities — stores over-order these and markdown them within weeks of release.
Where to Pre-Order: The Definitive Retailer Guide
BigBadToyStore (BBTS) — The Community Standard
Website: bigbadtoystore.com
BBTS is, without question, the most trusted action figure pre-order retailer in the hobby. Here’s why:
- Pay Later system — BBTS doesn’t charge your card until the item ships. Pre-order freely without tying up cash.
- Huge selection — Pre-orders for Hasbro, NECA, Bandai, Medicom, and every other major manufacturer
- Pile of Loot — Hold multiple items until they can ship together, saving on shipping costs
- Reliable — In business for 20+ years, never a scam, always delivers
Best for: Everything. BBTS should be your default pre-order source.
Hasbro Pulse — Best for Hasbro Exclusives
Website: hasbropulse.com
Hasbro’s own storefront is essential for collectors of Marvel Legends, Black Series, and G.I. Joe Classified. Key benefits:
- Pulse Premieres — Pulse Premium members get 24-48 hour early access to new product listings before they appear anywhere else
- Fan Channel Exclusives — Some figures are Pulse-exclusive and literally cannot be purchased anywhere else
- HasLab — Hasbro’s crowdfunding platform for large, expensive exclusive projects. Only available through Pulse.
- Pulse Premium — $12.99/month membership includes early access, free shipping on orders over $35, and exclusive discounts
Is Pulse Premium worth it? Yes — if you spend more than $50/month on Hasbro products, the free shipping alone pays for the membership. The early access to fan channel exclusives is invaluable.
Entertainment Earth
Website: entertainmentearth.com
A close second to BBTS in terms of trust and reliability:
- Huge pre-order catalog including many exclusive variants
- Charges when items ship (like BBTS)
- Good customer service and easy cancellation
- Free shipping on orders over $79 (EE exclusives often qualify)
Best for: Pre-ordering figures when BBTS is sold out; Entertainment Earth exclusives
Amazon
Amazon pre-orders charge on the order date (or ship date, depending on settings) and are convenient, but come with caveats:
- Not always the cheapest option for pre-orders
- Sold-by-Amazon figures are authentic; third-party pre-orders can be risky
- Amazon will often match sale prices that appear before your order ships — worth checking
Best for: Prime members who want fast shipping and simple returns on Hasbro and NECA releases
Target / Walmart
Brick-and-mortar giants occasionally offer pre-orders for exclusive variants:
- Target RedCard gives 5% off — worth having for toy purchases
- Target Circle provides coupons and early access to some exclusives
- Both retailers sometimes sell exclusive colorways not available anywhere else
Shop.NECA (NECA Direct)
NECA’s own webstore is the best source for NECA pre-orders, offering figures sometimes unavailable elsewhere and a reliable direct relationship with the manufacturer.
Pre-Order Comparison Table
| Retailer | When Charged | Free Shipping Threshold | Exclusives | Best For |
|---|---|---|---|---|
| BigBadToyStore | At ship time | $49 (with Pile of Loot) | Some | Everything — default choice |
| Hasbro Pulse | At ship time | $35 (Premium members) | Many (Fan Channel) | Hasbro exclusives, HasLab |
| Entertainment Earth | At ship time | $79 | Some | EE exclusives, BBTS backup |
| Amazon | Varies | $35 (Prime) | No | Fast shipping, Prime members |
| Target | At ship time | $35 | Many Target exclusives | Target exclusive colorways |
| Walmart | At order time | $35 | Some | Walmart exclusive figures |
The HasLab Guide: The Biggest Pre-Orders in the Hobby
HasLab is Hasbro’s crowdfunding platform for large, expensive, ambitious projects that wouldn’t be viable as standard retail releases. Think: massive vehicles, oversized figures with hundreds of accessories, premium editions of iconic items.
How HasLab works:
- Hasbro announces a project with a backer target (usually 5,000-15,000 backers)
- You “back” the project by pre-ordering at MSRP (typically $250-$400)
- If the target is hit, the project goes into production
- Stretch goals unlock additional accessories at higher backer counts
- You’re charged when the campaign closes (not when it ships)
Notable past HasLab projects:
- Sentinel (Marvel Legends) — Massive 24″ Sentinel robot; went to 15,000+ backers
- Galactus (Marvel Legends) — 32″ Galactus with light and sound; the largest HasLab ever
- Ghost Rider’s Hell Cycle — Full vehicle with Ghost Rider figure
- USS Flagg (G.I. Joe) — Legendary aircraft carrier ship; one of the most ambitious toy projects in history
Should you back HasLab projects? If the figure/vehicle excites you, yes — but understand you’re committing real money (usually $250-$400) months before the item ships. The figures tend to be exceptional and the secondary market often doubles or triples the HasLab price within a year of production.
How to Track Pre-Order Announcements
Never miss a pre-order again with these sources:
- Hasbro Pulse Newsletter — Subscribe for email alerts on new listings
- BBTS Newsletter — Alerts for new pre-orders across all manufacturers
- r/MarvelLegends / r/ActionFigures — Community members post instantly when pre-orders go live
- The Fwoosh — Premier action figure news site with pre-order alerts and reveal coverage
- Twitter/X: @HasbroPulse — Official Hasbro announcements and product reveals
- Discord collector servers — Real-time pre-order alerts are the biggest advantage of being in active collector communities
- BOLO (Be On LookOut) apps — Apps like BrickSeek track retail availability and price changes
Common Pre-Order Mistakes (And How to Avoid Them)
Mistake 1: Pre-ordering everything you see
The FOMO is real, and it can turn your “pre-orders” file into a financial catastrophe. Be selective. Pre-order figures you genuinely want, not every figure that gets announced. Your future self (and bank account) will thank you.
Mistake 2: Only pre-ordering from one retailer
For highly sought-after releases, BBTS, Entertainment Earth, and Amazon can all sell out of pre-order allocations. It’s acceptable practice to pre-order from two retailers for a high-demand figure and cancel one when the figure ships — most retailers don’t penalize for pre-order cancellations.
Mistake 3: Ignoring retailer exclusives
Target, Walmart, and GameStop exclusives are often the best figures in a wave — and they only appear on one retailer’s website. Missing them means paying scalper prices later. Set retailer alerts for exclusive figure names.
Mistake 4: Pre-ordering too late
Some collectors wait until they see “in hand” photos before ordering. For Tier 1 figures, this guarantees you miss the pre-order window. Pre-order based on the prototype reveal, then cancel if in-hand photos reveal quality issues.
Frequently Asked Questions
When is the best time to pre-order action figures?
Immediately after announcement for highly sought-after figures; within the first week for standard releases. The longer you wait, the higher the chance of pre-order stock selling out and prices spiking on the secondary market.
Can I cancel a pre-order on BigBadToyStore?
Yes — BBTS allows pre-order cancellations before items ship, with no penalty. This makes BBTS an ideal “hedge” retailer for uncertain purchases.
What happens if a pre-ordered figure gets cancelled?
Manufacturers occasionally cancel announced figures before production (usually due to low demand signals or licensing issues). Retailers will refund your money in full. BBTS and Entertainment Earth have excellent records of handling these situations promptly.
Is Hasbro Pulse Premium worth it?
For active Marvel Legends and Star Wars Black Series collectors who order regularly, yes. The early access to Fan Channel exclusives alone is worth the $12.99/month fee for dedicated Hasbro collectors.
Master the Pre-Order Game
Pre-ordering correctly is one of those skills that separates experienced collectors from frustrated newcomers. It takes patience (waiting months for figures to ship), discipline (not pre-ordering everything), and awareness (knowing announcement windows and retailer strengths).
Build your pre-order system now: subscribe to newsletters, join Discord communities, bookmark BBTS and Pulse, and get a Pulse Premium account if Hasbro products are your focus. Then, when that figure you’ve always wanted gets announced at the next Hasbro Fan First event — you’ll be ready.
And you won’t be paying $180 for a $30 figure on eBay two years later.
