An amazing year in review at the Amazing
Thomas Sr. (Captain Collector)Last updated: 1 January 2022 approx. 3 min read
To say that 2021 was an unusual year would probably be the understatement of the year. In every respect it was a year of challenges on every level, always and in all matters. And I am not only talking about lockdowns, obstacles and problems waiting to be solved. I mean the situation in general, which affected everything and everyone. We all had to cope with adversities and guidelines, not always clearly comprehensible, which were dictated more or less “from above” and had to be implemented without question.
The premise
Flexibility, adaptability and innovation were not just empty phrases. In our personal and professional lives we had to take decisions that had an immediate impact on the medium-term and certainly also on the long-term future, and will continue to have. That is simply how life goes. Nothing is constant but change. Nothing endures except change.
Our family business Amazing was not spared this imposed change either. The only question was whether we should take the active or the passive role in it. We opted quite clearly for the former. Looking ahead positively and seeing the glass as “half full” instead of “half empty” was always the better choice. And so the old Amazing rose from the ashes like a phoenix and became Amazing Enterprise AG on 1 January 2021.
A year earlier we had already made the preparations to give the old sole proprietorship a makeover and take it to the next level with a great deal of help from the new online shop. The path to founding the AG was the next logical step: comics, trading cards and action figures under one roof, with nothing changing in terms of staff. We are still the same three people behind the online shop and the store in Zurich: Thomas (Der Sparkojote), Caroline and Thomas (Captain Collector), son, mother and father.
The focus has shifted towards trading cards, however, and the revenue figures speak plainly here. Yet the comics still have their place, because they are still in demand. Specialising in US American comics from the Silver Age and Bronze Age, the 1960s and 1970s, has paid off for us. When we opened in the summer of 2004 we laid the foundation at the Amazing for these comics, which cannot be found in such abundance in any other Swiss comic shop.
The gentle renovation
We took plenty of time to redesign the shop premises step by step and to phase out products that took up too much space and did not generate enough revenue. Comics, TCG and action figures remained the focus. Smaller collecting areas such as PVC figures, children’s books, model cars, quartet card games and the like are still there, but on a much smaller scale.
This transformation also included what is known as rebranding, complete with a new logo that now also adorns our shop window. The entrance area was likewise painted and redesigned in fitting style by the guys from Brainfart. At the same time we switched all the interior lighting to LED. The AMAZINGTOYS® Store is now brighter, and looks bigger and more inviting.
But anyone who thinks that is the end of it is mistaken. The year 2021 may be over, but the change is not. The big brainstorming continues, new ideas are already lined up and will certainly be implemented in 2022. We will carry on this year with the direction we set last year, but we will by no means stagnate. There is only one way to go, and that is forward. That is where we want to go too. We set our own limits.
No idea how much longer I will be on the front line. In less than four years I will officially retire, at least as far as my age is concerned. Whether that is how it will really be, only the Watcher knows. Because who knows? What if…?
Captain Collector’s multiverse wisdom
This is the fluffy stuff! The Zorua Sitting Cuties Plush is made of extra-soft, fluffy material for huggable fun. Measures about 14.5 cm tall and 10.5 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Zorua? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Zorua Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 14.5 x 10.5 x 12.5 cm Country Of Origin: Made in China Materials: All new material / polyester fiber / polyethylene / polyurethane foam Care Instructions: Surface Wash Only Recommended Age: 4+ Years
The Shiftry Sitting Cuties Plush is weighted with microbeads, so it sits up when you put it on a flat surface. This palm-sized plush is a fun, charming way to show off a favorite Grass- and Dark-type Pokémon originally discovered in Hoenn!Measures about 5 inches tall and 6 inches longSits up easily on a desk, shelf, or other flat surfaceWhere will you set Shiftry?Part of the Sitting Cuties collection—known as Pokémon fit in JapanIncludes Shiftry Sitting Cuties Plush (other pictured items not included)Pokémon Center OriginalMore Details:Item Dimensions: 13 x 10 x 13 cmCountry Of Origin: Made in China.Materials: All new material / polyester / polypropyleneCare Instructions: Surface wash only.Recommended Age: 4+ YearsItem Weight: 2.8 OZ
The Cut Rotom Sitting Cuties Plush is weighted with microbeads, so it sits up when you put it on a flat surface. This palm-sized plush is a fun, charming way to show off a favorite Electric- and Water-type Pokémon originally discovered in Sinnoh! Measures about 12.5 cm tall and 13 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Cut Rotom? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Wash Rotom Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 12.5 × 13 × 11.5 cm Country Of Origin: Made in China Materials: All new material / polyester / polyethylene / polyurethane foam Care Instructions: Hand Wash Only. Line Dry. Recommended Age: 4+ Years Item Weight: 58.6 g
The Jellicent Sitting Cuties Plush is weighted with microbeads, so it sits up when you put it on a flat surface. This palm-sized plush is a fun, charming way to show off a favorite Pokémon originally discovered in Unova! Measures about 15 cm tall and 13 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Jellicent? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Jellicent Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 15 x 13 x 11 cm Country Of Origin: Made in China Materials: All new material / polyester fiber / polyethylene Care Instructions: Surface Wash Only Recommended Age: 4+ Years Item Weight: 73 g
The Sigilyph Sitting Cuties Plush is weighted with microbeads, so it sits up when you put it on a flat surface. This palm-sized plush is a fun, charming way to show off a favourite Pokémon originally discovered in Unova! Measures about 20.5 cm tall and 15.5 cm wide Sits up easily on a desk, shelf, or other flat surface Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Sigilyph Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 20.5 x 15.5 x 7 cm Country Of Origin: Made in China Materials: All new material / polyester / polyurethane foam / polyethylene Care Instructions: Surface wash only. Recommended Age: 4+ Years Item Weight: 59.6 g
The Scatterbug Sitting Cuties plush is weighted with micro beads so that it sits upright when placed on a flat surface. This charming, palm-sized plush is a fun way to show off a favourite Bug-type Pokémon, originally discovered in Kalos!Measures approximately 17.5 cm tall and 9 cm wideEasy to display on a desk, shelf or other flat surfaceWhere will you display Scatterbug?Part of the Sitting Cuties collection – known in Japan as Pokémon fitIncludes 1 Sitting Cuties plush (other items shown not included)Pokémon Center OriginalMore details:Item dimensions: 17.5 x 9 x 12 cmCountry of origin: Made in ChinaMaterials: Polyester / Polyurethane foam / PECare instructions: Hand wash only. Hang to dry. Weight: 53g.
The Slowbro Sitting Cuties Plush is weighted with microbeads, so it sits up when you put it on a flat surface. This palm-sized plush is a fun, charming way to show off a favorite Water- and Psychic-type Pokémon originally discovered in Kanto! Measures about 12.5 cm tall and 9 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Slowbro? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Slowbro Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 12.5 × 22 × 9 cm Country Of Origin: Made in China Materials: All new material / polyester fiber / polyethylene / polyurethane foam Care Instructions: Surface Wash Only Recommended Age: 4+ Years Item Weight: 108 g
This soft plush features the fearsome Pokémon in all its glory, with detailed stitching and a wavy-tipped tail. Measures about 10.5 cm tall and 8.5 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Basculin? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Basculin Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 10.5 x 8.5 x 15 cm Country Of Origin: Made in China Materials: All new material / polyester / polyurethane foam / polyethylene Care Instructions: Surface wash only. Recommended Age: 4+ Years Item Weight: 54 g
The Beartic Sitting Cuties Plush is weighted with microbeads, so it sits up when you put it on a flat surface. This palm-sized plush is a fun, charming way to show off a favorite Pokémon originally discovered in Unova! Measures about 15.5 cm tall and 13.5 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Beartic? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Beartic Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 15.5 × 13.5 × 12.5 cm Country Of Origin: Made in China Materials: All new material / polyester / polyethylene / polyurethane foam Care Instructions: Hand Wash Only. Line Dry. Recommended Age: 4+ Years Item Weight: 69.6 g
Sandile Pokémon plush is pretty cool with eyes that look like shades. Not sure if it's up to no good or just trying to be cool, but it looks good either way! Measures about 10 cm tall and 10 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Sandile? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Sandile Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 10 x 10 x 19 cm Country Of Origin: Made in China Materials: All new material / polyester / polyurethane foam / polyethylene Care Instructions: Surface wash only. Recommended Age: 4+ Years Item Weight: 61 g
The Relicanth Sitting Cuties Plush is weighted with micro beads so it stands upright when placed on a flat surface. This palm-sized plush is a fun and charming way to show off a popular Water/Rock-type Pokémon originally discovered in Hoenn!Measures approximately 6 ½ inches tall and 4 ¾ inches longEasily displayed on a desk, shelf or other flat surfaceWhere does Relicanth make its home?Part of the Sitting Cuties collection – known in Japan as Pokémon FitIncludes Relicanth Sitting Cuties plush (other items shown are not included)Pokémon Center OriginalMore details:Item dimensions: 11 x 7.5 x 14 cmCountry of origin: made in ChinaMaterials: polyester / polyurethane foam / PECare instructions: hand wash only. Line dry.Item weight: 61g
The Shieldon Sitting Cuties Plush is weighted with micro-beads, so it sits up when you place it on a flat surface. This palm-sized plush is a fun, charming way to display a favourite Rock- and Steel-type Pokémon, originally discovered in Sinnoh!Approximately 10 cm tall and 8.5 cm longEasy to display on a desk, shelf or other flat surfaceWhere will you display Shieldon?Part of the Sitting Cuties collection – known in Japan as Pokémon fitIncludes Shieldon Sitting Cuties Plush (other items shown not included)Pokémon Center OriginalMore details:Item dimensions: 10 x 8.5 x 13.3 cmCountry of origin: Made in ChinaMaterials: All-new material / Polyester / Polyurethane foam / PolyethyleneCare instructions: Surface wash only.Recommended age: 4+ yearsItem weight: 53 g