SYSK's 12 Days of Christmas… Toys: A Partial History of Action Figures
In this Stuff You Should Know episode, the hosts explore the history of action figures, from their origins as a response to Barbie's success through their evolution into a billion-dollar industry. The discussion traces how G.I. Joe emerged as the first action figure in 1964, introducing the term itself and establishing a template that would influence toy manufacturing for decades to come.
The hosts detail how the action figure market adapted to cultural changes, from G.I. Joe's transformation during the Vietnam War to Mego's introduction of licensed superhero figures in the 1970s. They examine how Star Wars figures revolutionized the industry with their varied sizes and how certain rare pieces became valuable collectors' items, with some commanding prices up to $100,000.
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1-Page Summary
Origins and Early History of Action Figures
Following Barbie's remarkable success, toy companies sought to replicate its profitable business model for boys. Stan Westin, inspired by Barbie's success, conceived the idea of a military-themed doll that would become G.I. Joe. Hasbro's Don Levine coined the term "action figures" and launched G.I. Joe in 1964 as a 12-inch figure with 21 moving parts, representing different branches of the U.S. Armed Forces.
Development and Success of the G.I. Joe Line
The Vietnam War initially caused G.I. Joe's popularity to decline, prompting Hasbro to rebrand the figure as an "Adventurer" with non-military accessories. This transformation, along with the later development into a cartoon series featuring the battle against Cobra, helped revive the brand. G.I. Joe's adaptability led to international success, with versions like the UK's Action Man and Japan's smaller Micro Man figures demonstrating its global influence.
Mego's Rise and Shift To Smaller Licensed Figures
Mego Corporation transformed the action figure market in the early 1970s by introducing 8-inch superhero figures. As Josh Clark from the Mego Museum explains, the company secured licenses for popular characters from Marvel and DC, including Spider-Man, Batman, and Wonder Woman. Their innovative approach included offering both superhero and civilian versions of characters, along with exclusive partnerships with retailers like Montgomery Ward.
Impact and Legacy of Star Wars Action Figures
Kenner's Star Wars action figures revolutionized the market with their 3.75-inch to 12-inch range. Chuck Bryant and Josh Clark discuss how these figures became instant hits and set a template for licensed figures that would influence the entire industry. Certain rare versions, such as the double-telescoping lightsaber figures and the unreleased Boba Fett with a missile launcher, have become highly valuable collectors' items, with some pieces reportedly valued at up to $100,000.
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Clarifications
- Barbie is a fashion doll introduced by Mattel in 1959, representing an adult woman with various careers and styles. Her business model succeeded by appealing to children's imaginative play and adult collectors, offering diverse accessories and roles. Barbie's marketing created a strong brand identity and continuous product innovation. This approach generated high sales and cultural impact, inspiring similar strategies in other toy lines.
- The term "action figures" was coined to market military-themed dolls to boys without using the word "doll," which was seen as feminine. This helped overcome gender stereotypes and made the toys more socially acceptable for boys. It emphasized the figures' playability and dynamic poses rather than their resemblance to dolls. The term also allowed for a broader range of characters beyond military themes.
- The Vietnam War was highly controversial and unpopular in the U.S., leading to negative public sentiment toward military themes. Toy companies avoided overtly military products to prevent backlash and appeal to broader audiences. This shift forced brands like G.I. Joe to rebrand with non-military identities and accessories. The change reflected a larger cultural move away from glorifying war during that era.
- Cobra is the main villainous organization in the G.I. Joe cartoon series. It is a ruthless terrorist group bent on world domination. The G.I. Joe team fights against Cobra's schemes and attacks. Cobra's leader is known as Cobra Commander.
- G.I. Joe, Action Man, and Micro Man are related but distinct action figure lines tailored to different markets. G.I. Joe was the original American military-themed figure, typically 12 inches tall. Action Man was the UK version of G.I. Joe, adapted with some different accessories and packaging to suit British tastes. Micro Man were smaller, about 3.75 inches, Japanese figures inspired by G.I. Joe but designed for a different scale and style.
- Licensing allows toy companies to legally produce figures based on popular characters owned by other companies. This access attracts fans and boosts sales by leveraging established brand recognition. Marvel and DC characters have large, dedicated audiences, making licensed toys highly marketable. Without licenses, companies cannot use these characters, limiting their product appeal.
- Superhero vs. civilian versions refer to action figures depicting the same character in two different forms: their costumed superhero identity and their everyday, non-costumed appearance. This allowed fans to role-play both the character's heroic adventures and their normal life. It also increased the variety of figures available, appealing to collectors and children alike. This approach was innovative in expanding storytelling possibilities through toys.
- Montgomery Ward was a major American department store chain that played a key role in toy distribution by offering exclusive products. Retailers like Montgomery Ward helped manufacturers reach wider audiences through their established customer base and nationwide presence. Exclusive partnerships with such retailers created unique product lines that boosted sales and brand visibility. This strategy also encouraged collectors and fans to shop at specific stores for rare or special editions.
- Kenner's Star Wars figures were revolutionary because they introduced a standardized 3.75-inch scale, making them more affordable and easier to collect. This smaller size allowed for a wider variety of characters and playsets, expanding imaginative play. The figures were tied directly to a blockbuster film, creating unprecedented demand and cultural impact. Their success established the model for future licensed toy lines.
- Certain Star Wars figures are rare due to limited production runs or being prototypes never widely released. The double-telescoping lightsaber figure had a unique feature that was quickly discontinued, making surviving examples scarce. The unreleased Boba Fett figure was pulled from shelves before mass distribution, increasing its rarity. Collectors highly value these figures for their scarcity and unique characteristics.
- Action figure scale refers to the height of the figure, usually measured in inches, representing the size of the character. Different scales affect playability, detail, and compatibility with accessories or vehicles. Smaller figures, like 3.75-inch, allow for larger playsets and more affordable production. Larger figures, like 12-inch, offer more detail and articulation but are typically more expensive and less portable.
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Origins and Early History of Action Figures
The origins and early history of action figures trace back to the overwhelming success of Mattel's Barbie doll and its impact on the toy industry, leading to the creation of the iconic G.I. Joe.
Barbie's Success Inspired Hasbro's G.I. Joe in 1964
Barbie, released by Mattel with Ruth Handler's vision, took the toy market by storm and had a profound influence on toy companies. Barbie’s business model of continual purchasing of clothes, shoes, and accessories provided a profitable framework that toy companies wished to replicate for boys.
G.I. Joe Was a 12-inch Military Doll For Boys, Breaking the Mold of Traditional Toy Soldiers
Stan Westin, familiar with Barbie's creator Ruth Handler, realized the potential profitability of a military-themed doll for boys after witnessing Barbie's success. This led to the inspiration and creation of G.I. Joe. Toy companies envisioned a doll that would appeal to boys and deviate from the traditional toy soldier concept. G.I. Joe, created by Hasbro, was intended to be a boy's counterpart to Barbie.
Hasbro's Don Levine embraced Westin's idea and coined the term "action figures" to represent these new dolls. In 1964, just in time for the Christmas season, G.I. Joe made its debut as a 12-inch figure with 21 moving parts. Breaking away from inanimate toy soldiers, G.I. Joe acted as an umbrella term for the four military dolls representing branches of the U.S. Armed Forces. Unlike previous toy soldiers, G.I. Joe could move, with 28 or 29 articulating parts.
Key Innovation: Interactive Movable Parts and Accessories
G.I. Joe was exemplary not only because of its themed military design aimed at boys but also due to its interactive movable parts and various accessories, following Barbie's model. Packaging also engaged children by showcasing pictures of different G.I. Joes along with the outfits and gear ava ...
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Origins and Early History of Action Figures
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Counterarguments
- The idea that Barbie's business model was entirely novel could be challenged by noting that the concept of selling accessories and additional items for toys existed before Barbie, albeit not as successfully commercialized.
- The assertion that G.I. Joe broke the mold of traditional toy soldiers might be countered by pointing out that movable toy figures did exist in some form prior to G.I. Joe, though they may not have been as sophisticated or marketed as "action figures."
- The term "action figures" might not have been as quickly or universally adopted as implied, with some resistance from consumers or industry professionals who still viewed these toys as dolls.
- The success of G.I. Joe could be contextualized by noting that other factors, such as marketing strategies, cultural trends, and the political climate of the time (e.g., post-WWII and during the Vietnam War era), also played significant roles in its popularity.
- The claim that G.I. Joe set a precedent for interactive, collectible toy ...
Actionables
- You can explore the concept of collectibility by starting a small collection of everyday items and tracking your engagement and spending habits. Begin with something accessible, like coffee mugs or keychains, and note how often you feel compelled to add to your collection. This personal experiment will give you insight into the consumer psychology that toy companies like Mattel and Hasbro tapped into.
- Create a custom storage solution for any collectibles you already own to enhance their display and preservation. This could be as simple as repurposing a bookshelf with added labels for each item or creating a dedicated space in your home where you can showcase your collection. This activity will help you understand the importance of presentation and packaging that companies use to attract consumers.
- Engage with ...
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Development and Success of the G.I. Joe Line
The iconic G.I. Joe line experienced various transformations over time, leading to its sustained popularity and success in the toy industry.
G.I. Joe's Popularity Declined Due to the Vietnam War, Leading Hasbro to Rebrand As an "Adventurer."
G.I. Joe faced declining sales due to the unpopularity of war-related toys during the Vietnam War, prompting Hasbro to remove the figure from the market. However, Hasbro later reintroduced the character, not as a soldier but as an "Adventurer," complete with a different set of non-military accessories like machetes, signifying a turn towards a less combative play image. Notably, the naval officer iteration of the figure was branded as an "Aquanaut."
The Vietnam War significantly impacted the sales of G.I. Joe, leading Hasbro to temporarily discontinue production. When it returned as the Adventurer, the sales initially did not pick up. This period coincided with the lift on the ban of warlike cartoons and toys during a broader phase of deregulation, eventually contributing to an increase in the sale of such toys, including G.I. Joe.
Rebranding G.I. Joe as an Adventurer Revived Popularity
The rebranding eventually helped revive G.I. Joe's popularity. The transformation into a cartoon in the early 80s reinvented G.I. Joe as a commando team fighting against the common enemy Cobra, sparking renewed interest in the action figure.
G.I. Joe's Success Led To Accessories and Playsets for Enhanced Play
As G.I. Joe regained popularity, the line expanded to include various accessories and playsets, such as a jet pack, a submarine, and an all-terrain vehicle. These add-ons were designed to foster imaginative scenarios, like jet-packing between trees, enhancing the play experience and drawing in more engagement from child ...
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Development and Success of the G.I. Joe Line
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Clarifications
- War-related toys became unpopular during the Vietnam War because public opinion turned against the conflict due to its high human cost and controversial nature. Many people viewed the war as unjust and were sensitive to its violence and political implications. This led to a cultural shift where war-themed entertainment and products were seen as inappropriate or insensitive. As a result, parents and children distanced themselves from military toys.
- The term "Adventurer" was used by Hasbro to rebrand G.I. Joe figures during a time when military-themed toys were unpopular. This shift removed explicit war references, making the toys more acceptable to parents and retailers. It allowed the character to embody exploration and heroism without direct combat associations. This rebranding helped maintain the toy line's market presence during a sensitive cultural period.
- An "Aquanaut" is a person trained to work underwater, similar to a diver but often involved in scientific or military underwater missions. The naval officer version of G.I. Joe was branded as an "Aquanaut" to emphasize underwater exploration and combat roles. This branding highlighted specialized gear like scuba equipment and underwater vehicles. It distinguished the figure from traditional soldier roles by focusing on aquatic adventures.
- During the 1970s, the U.S. government and advocacy groups pressured networks to limit violent and warlike content in children's programming, leading to restrictions on cartoons and toys promoting military themes. This "ban" was part of broader efforts to reduce children's exposure to violence and aggressive play. Deregulation in the early 1980s relaxed these rules, allowing more freedom for toy companies to market action figures and related media with combat themes. This shift enabled franchises like G.I. Joe to return with renewed popularity through cartoons and toys featuring military-style action.
- Cobra is a fictional terrorist organization and the main antagonist in the G.I. Joe cartoon series. They seek world domination through various evil schemes and advanced technology. The G.I. Joe team fights to stop Cobra's plans and protect global freedom. Cobra's leader is known as Cobra Commander.
- The 1970s oil crisis caused a sharp rise in plastic prices, as plastic production depends heavily on petroleum. Toy manufacturers responded by making smaller, more cost-effective figures to reduce material use. This shift led to the popularity of smaller action figures, like the three and three-quarters inch size. It also encouraged innovation in toy design to maintain play value despite reduced size.
- The smaller three and three-quarters inch action figure size was popularized by Hasbro's G.I. Joe line in the 1960s and 70s. This size allowed for more d ...
Counterarguments
- The decline in G.I. Joe's popularity during the Vietnam War may not have been solely due to the unpopularity of war-related toys; other factors such as market saturation, competition, and changing consumer interests could also have played a role.
- While rebranding G.I. Joe as an "Adventurer" was a strategic move, it's possible that other concurrent marketing efforts or changes in public sentiment also contributed to the revival of its popularity.
- The success of the G.I. Joe line following its rebranding and the introduction of the cartoon series could be attributed to a combination of factors, including nostalgia, marketing strategies, and the quality of the product itself, rather than the rebranding alone.
- The assertion that the deregulation of warlike cartoons and toys led to increased sales could be overly simplistic, as the relationship between regulation and toy sales is complex and influenced by multiple variables.
- The impact of the G.I. Joe cartoon on the toy line's popularity might be overstated, as the success of toy lines can also be influenced by broader trends in children's entertainment and consumer behavior.
- The claim that G.I. Joe's adaptability is the key to its multigenerational appeal might overlook other factors such as brand loyalty, marketing, and the role of parents who grew up with the toy in purchasing decisions for their children.
- The international licensing of ...
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Mego's Rise and Shift To Smaller Licensed Figures
Mego Corporation seized an opportunity in the action figure market by introducing smaller-sized figures based on licensed characters from popular media, showing that the demand for action figures went beyond military themes like G.I. Joe.
Mego Capitalized On the Trend With 8-Inch Superheroes and Licensed Figures
After the decline of the 12-inch G.I. Joe action figures, Mego filled the void with a new trend: 8-inch superhero action figures released around 1971 or 1972.
Mego's Licensing of Marvel, Dc, and Star Trek Characters Boosted Action Figure Market Share
Mego’s smart move was to not create characters from scratch but instead to secure licenses for well-known superheroes, tapping into the Marvel and DC fanbases by producing figures like Spider-Man, the Hulk, Batman, Wonder Woman, Iron Man, and Captain America. The company deepened the experience by also offering villains such as the Joker, sidekicks like Robin and Batgirl, and even playsets, including the iconic Batcave,
Josh Clark from the Mego Museum—an online repository of all things produced by Mego—encourages those interested in the brand's history to visit the website for a comprehensive overview.
Mego's Success With Smaller, Licensed Figures Showed Demand Beyond Military Themes
Mego's decision to produce action figures in an 8-inch size showed a strategic shift from the previously common 12-inch scale. This change indicated a market evolution and an appetite among consumers for a variety of themed action figures, not limited to military figures, which had previously dominated the market.
Mego's ...
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Actionables
- You can explore niche markets by creating custom collectibles for underserved fandoms, such as making hand-painted figurines of characters from indie comics or cult classic films that lack official merchandise. Start by researching online communities dedicated to these fandoms, identify the most beloved characters, and use materials like polymer clay to craft unique figurines, which you can then sell on platforms like Etsy or at local comic conventions.
- Develop a themed collection by curating items related to a specific genre or era of pop culture that you're passionate about, such as the 1980s sci-fi scene. Begin by hunting for vintage action figures, posters, and memorabilia from that time, and create a display area in your home. Share your collection on social media to connect with like-minded enthusiasts and potentially trade or sell duplicates.
- Engage with the history of your favorite hobby by starting a ...
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Impact and Legacy of Star Wars Action Figures
The remarkable success of Kenner's Star Wars action figures not only captivated fans but also changed the toy market landscape, setting precedents for collectability and licensed figures proliferation.
Kenner's Star Wars Action Figures Revolutionized the Market
Chuck Bryant and Josh Clark discuss Kenner's groundbreaking step into the world of action figures with their line of Star Wars toys. Kenner, taking over after Mego declined the Star Wars brand, released sizes ranging from 3.75-inch to 12-inch, capitalizing on the franchise's soaring popularity.
Kenner's Star Wars Figures, 3.75-Inch to 12-inch, Capitalized On the Franchise's Popularity and Became Must-Haves For Fans
Kenner's Star Wars figures articulated in many ways and were available in both small and large sizes, with many aficionados showing a preference for the smaller figures. The smaller, 3.75-inch figures, which debuted with Star Wars, were revolutionary—prior to them, the first action figures of that size in the US were from the G.I Joe line. These figures, though not very detailed which increased their playability, were an instant hit and became must-have items for fans, with Kenner making a significant profit. This led to an array of characters and playsets for fans and collectors alike.
Star Wars Action Figures' Success Inspired Licensed Figures Proliferation
After Kenner's Star Wars figures hit the market, the successful template they set forth inspired an industry-wide push for licensed figures. Deregulation during Ronald Reagan's presidency facilitated aggressive marketing practices that tied cartoons and action figures, leading to the proliferation of licensing with figures like G.I. Joe, Transformers, Smurfs, Care Bears, and Rainbow Brite.
Rarity and Collectability of Certain Star Wars Action Figures, Like Double-Telescoping Lightsaber Figures, Boost Market Value Among Collectors
The rarity of certain figures has been a significant contributor to their market value. Unique offers like the vinyl caped Jawa, which had an early version with a vinyl cape rather than cloth, became highly prized. Limited edition figures like Week Way, part ...
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Actionables
- You can start a blog or social media account dedicated to action figure photography, using your own collection to create dynamic scenes and stories. By doing this, you tap into the collectability aspect and share your passion with a community that values the artistry and nostalgia of action figures. For example, you could recreate famous movie scenes or invent new adventures, showcasing the playability of the figures.
- Organize a local "action figure swap meet" where collectors and fans can trade figures, enhancing the collectability and community aspect. This event could be a casual gathering at a community center or park, where you can trade figures you no longer want for ones you've been seeking, potentially finding rare items like the vinyl caped Jawa or the double-telescoping lightsaber figures.
- Create a custom display solution for action fi ...
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