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
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Sanrio Plush Figure Cinnamoroll Heart XL 35 cm High-quality, officially licenced Sanrio plush figure Cinnamoroll in extra-large size. Highlights Officially licenced Sanrio plush figure for true fans Extra-large size of 35 cm for impressive presence Soft, durable material made of 100% polyester Contents: Size: 35 cm Material: 100% polyester
Plush That Time I Got Reincarnated as a Slime- Officially licensed plush figure- Size: approximately 20 x 25 cm- Material: 100% polyester
The Delcatty 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 Normal-type Pokémon originally discovered in Hoenn! Measures about 13 cm tall and 9 cm long Sits up easily on a desk, shelf, or other flat surface Where will you set Delcatty? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Delcatty Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 13 x 9 x 10.5 cm Country Of Origin: Made in China. Materials: All new material / polyester / polyethylene / polyurethane foam / nylon Care Instructions: Surface wash only. Recommended Age: 4+ Years Item Weight: 56 g
The Tauros 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 Normal-type Pokémon originally discovered in Kanto! Measures about 7.5 cm tall and 12 cm wide Sits up easily on a desk, shelf, or other flat surface Where will you set Tauros? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Tauros Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 7.5 x 12 x 13 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: 67 g
The Unown H Sitting Cuties Plush is weighted with microbeads, so it sits up when you prop it against a flat surface. This palm-sized plush is a fun, charming way to show off a favourite Psychic-type Pokémon originally discovered in Johto! Measures about 11.5 cm tall and 11.5 cm long, Weighted with microbeads Where will you set Unown? Includes Unown H Sitting Cuties Plush (other pictured items not included) Part of the Sitting Cuties collection—known as Pokémon fit in Japan Pokémon Center Original More details: Item Dimensions: 11.5 x 11.5 x 4 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: 29 g Official Pokémon Center Japan Import - Collect all Pokémon fit plush toys.
The Unown Z Sitting Cuties Plush is weighted with microbeads, so it sits up when you prop it against a flat surface. This palm-sized plush is a fun, charming way to show off a favourite Psychic-type Pokémon originally discovered in Johto! Measures about 14 cm tall and 8.5 cm long, Weighted with microbeads Where will you set Unown? Includes Unown Z Sitting Cuties Plush (other pictured items not included) Part of the Sitting Cuties collection—known as Pokémon fit in Japan Pokémon Center Original More Details: Item Dimensions: 14 x 8.5 x 5 cm Country Of Origin: Made in China Materials: All new material / polyester fibre / polyethylene Care Instructions: Surface Wash Only Recommended Age: 4+ Years Item Weight: 28 g
The Mesprit 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 Psychic-type Legendary Pokémon originally discovered in Sinnoh! Measures about 12 cm tall and 14 cm long Sits up easily on a desk, shelf, or other flat surface Where will you set Mesprit? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Mesprit Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 12 x 14 x 14 cm Country Of Origin: Made in China Materials: All new material / polyester / polyethylene Care Instructions: Hand Wash Only. Line Dry. Recommended Age: 4+ Years Item Weight: 56.6 g
The Azelf 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 Psychic-type Legendary Pokémon originally discovered in Sinnoh! Measures about 13 cm tall and 11.5 cm long Sits up easily on a desk, shelf, or other flat surface Where will you set Azelf? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Azelf Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 13 x 11.5 x 14 cm Country Of Origin: Made in China Materials: All new material / polyester / polyethylene Care Instructions: Hand Wash Only. Line Dry. Recommended Age: 4+ Years Item Weight: 56.6 g
The Deoxys (Speed Forme) 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 Psychic-type Mythical Pokémon originally discovered in Hoenn! Measures about 18 cm tall and 18 cm long Sits up easily on a desk, shelf, or other flat surface Where will you set Deoxys? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Deoxys (Speed Forme) Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 18 x 18 x 12.5 cm Country Of Origin: Made in China. Materials: All new material / polyester / polyurethane foam / polyethylene / polypropylene Care Instructions: Surface wash only. Recommended Age: 4+ Years Item Weight: 65 g
The Blissey 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 Normal-type Pokémon originally discovered in Johto! Measures about 10 cm tall and 12.5 cm wide Sits up easily on a desk, shelf, or other flat surface, Where will you set Blissey? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Blissey Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More Details: Item Dimensions: 10 x 12.5 x 9 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: 83.6 g
The Larvitar 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 Rock- and Ground-type Pokémon originally discovered in Johto! Measures about 15 cm tall and 11.5 cm long Sits up easily on a desk, shelf, or other flat surface Where will you set Larvitar? Part of the Sitting Cuties collection—known as Pokémon fit in Japan Includes Larvitar Sitting Cuties Plush (other pictured items not included) Pokémon Center Original More details: Item dimensions: 15 x 11.5 x 8.5 cm Country of origin: Made in China. Materials: All new material / polyester fiber / polyethylene / polypropylene Care instructions: Surface wash only Recommended age: 4+ years Item weight: 60 g