EXCLUSIVE Interview with Damon Lau, Round 5 Co-Founder!

MMAFigs.com Proudly Presents an Exclusive Interview with Damon Lau of Round 5!

Round 5 has arrived.

With four series of high-end Mixed Martial Arts collectibles already under their belt, Round 5 was the first to prove that MMA collectibles, specifically action figures, could work in the US and Canada. While others had come before, and others have come since, none can deny that Round 5 was instrumental in laying the groundwork that has allowed major toy companies like Jakks Pacific to line toy shelves across the nation, even across the world, with UFC-branded action figures.

Some early restrictions regarding exclusive licensing were quickly pushed to the side in favor of a partnership, and it now looks as if both Jakks Pacific and Round 5 have free reign to make figures of the sport’s best and brightest. While Jakks Pacific has been making a lot of waves with their inaugural “UFC Zero” lineup of action figures, Round 5 also finds itself on the edge of new territory: their new “Ultimate Collector” line of action figures will be UFC-specific and sport a different; some would say more realistic-looking, style than previous Round 5 figures. A teaser image has already been released, and Round 5 is hard at work to get you your product.

Some would argue that a lot of questions were left unanswered with the release of the teaser image and the follow-up press release. With that in mind, MMAFigs.com is proud to present an exclusive interview with Round 5 President and Co-Founder Damon Lau. Mr. Lau and I took the time to talk all things Round 5, so let’s get to it!

PdW2kX of MMAFigs.com (MF): There was a lot of doubt when Round 5 first started making action figures. People were skeptical that MMA action figures would sell, especially super-deformed figures. Some even believed that the market itself was an unprofitable mess. With four series, a partnership with Jakks Pacific, and the new “Ultimate Collector” line all under your belt, how does it feel to have proven the skeptics wrong?

Damon Lau, Round 5 President and Co-Founder (DL): When we started this business, I think a lot of people in general doubted that a sport like MMA would embrace a mainstream collector, or recognize that being a collector can be kind of cool, that the sport is open to accepting collectors.  That acceptance shows how much MMA has grown to be considered a sport, and speaks to how the market has accepted it as a sport, not just dudes punching each other in the face.  I don't think about proving skeptics wrong, but I wanted to prove that MMA is a sport, not a novelty.

MF: The recent press release announcing the “Ultimate Collector” line revealed that the previous lines of Round 5 action figures were being discontinued. Since the “Ultimate Collector” line appears to be UFC-exclusive, what are the chances of getting a separate line focusing on Mixed Martial Artists from other organizations that don’t fall under the Zuffa banner?

DL: We are completely open to doing this and those opportunities are already sitting on our table.

MF: The “Ultimate Collector” figures seem to deviate from the style of past figures in that they have a much stronger focus on physique and seem to be much more realistic in terms of facial features. What prompted the move from characterization to realism?

DL: I don't think it's about a move to realism, but the natural evolution of creating good product.  The style has developed from Series to Series.  It's having the ability to understand what the market wants and develop the appropriate style.  The Honda Civic in 1999 and in 2009 are both Civics, but they are different based on changing consumer preferences over time.

MF: The recent press release stated that variant versions of Round 5 figures, such as “Limited Edition” figures or retailer-exclusive versions, had proven popular and would most likely be expanded upon with this new line. In the past, Round 5 variants usually featured additional accessories or different fight shorts. Is this the case with the new series, or are there additional ideas (such as the silver Chuck Liddell that was given away at the UFC 100 Fan Expo by Jakks Pacific) being tossed around?

DL: Yes, there will be an exclusive Limited Edition line launching in the spring alongside the regular line.  They will be numbered units with accessories that are very true to the sport.

MF: Some people, including myself, have been critical of Round 5 in the past due to the figure’s fight shorts lacking detail. How difficult is it to acquire authentic logos/licenses to put on these figures, and is this a problem you are looking to improve on?

DL: We are absolutely looking to improve on this.  In the past, the figures' fight shorts were coordinated with what the fighter would want himself.  We have always been true to the fighter and what his or her vision is.  We will retain that moving forward as we create a hybrid of both the historically correct images and what the fighter wants.

MF: If the line proves popular and continues to expand, will Round 5 look to acquire new distribution deals, such as a license with Walmart in the US?

DL: Yes, we are working on lots of different distribution channels.  Round 5 figurines will be available starting in the spring at Toys 'R' Us and Kmart, and we are exploring other options moving forward.

MF: In the past, Round 5 stated that it was looking into special ten-inch versions of their figures. Is this still being looked into, and are any other versions being planned?

DL: Yes, everything is being developed, with lots of surprises on the way.  Fans are going to love it.  Stay tuned.

MF: What can fans look forward to in terms of Points of Articulation for this new line? Is it going to mimic previous Round 5 figures, or have more/less articulation?

DL: We are looking at continuing what we have done with previous figures, basically 7 or 8 points of articulation.

MF: Since WEC, PRIDE, and the UFC all fall under the Zuffa umbrella, are Round 5 WEC and PRIDE figures being planned?

DL: Absolutely.

MF: Some fight fans, including myself, have begun to consider Round 5 action figures as a collector-oriented product, while considering the Jakks Pacific UFC action figures a more general-interest toy line. Do you agree with this perception, or are you looking to change it?

DL: Yes, I would agree with that.

So there you have it, fight fans: big things are on their way! As Jakks Pacific continues to zero in on the casual audience while giving the more hardcore collectors a few treats along the way, Round 5 stakes their claim firmly in the territory of the grizzled MMA fan that, nonetheless, loves him some super-deformed action figures. As a proud collector of both Jakks Pacific and Round 5 action figures, I can’t wait to see what both companies have in store.

But the fun’s not over quite yet, folks. Round 5 and MMAFigs.com wants your questions!  

Simply reply to this post in the comments section, or put your questions in the official topic at the MMAFigs.com forums, which you can view by clicking here. Ten additional questions will be selected from the fanbase and sent to Mr. Lau!

As with anything posted on MMAFigs.com or its sister-site WrestlingFigs.com, please follow the Terms of Service when submitting your questions.

Let your opinions be known, let your questions be asked, and I’ll see you back here for the conclusion!