The concept of an "action figure" was introduced in 1964, when G.I. Joe hit the market. Hasbro, the creators of G.I. Joe, saw the enormous success of Barbie, the 12-inch fashion doll launched by Mattel in 1959, and decided to create a toy with a similar play pattern for boys.

A large part of Barbie's success was the fact that girls would bring their dolls over to each other's homes and play dress up, which encouraged parents to buy more clothes, accessories, and playsets for the dolls. While Hasbro wanted to make a toy boys would play with in a similar way, they had to make sure it would not be thought of as a "doll." A team of toy designers set out to make a toy soldier that would be seen as a powerful, dignified man of action, an "action figure." They worked with the U.S. military to make accurate toy-weapon accessories that would excite young boys.

Debuting in 1964, the first G.I. Joes were 12 inches tall, with a deliberately generic face, featuring a single scar. The action figure was meant to represent the typical serviceman, and its name was taken from World War II slang—"Government Issue Joe." The toys were a hit, as Americans were still basking in the glow of World War II and growing anxious about the Cold War.

G.I. Joe accessory kits were sold for every branch of the military, and kids were able to bond with their elders, pretending to relive their role models' missions in the war, in battles fought on land, sea, and in the air. Encouraged by Hasbro to join its G.I. Joe Club, boys formed "Backyard Patrol" groups and generally rejected knockoffs like Fighting Yank, Action Buddy, and Our Fighting Man made by competitors.

By 1968, though, Joe’s' popularity was declining as the American public became more skeptical about the Vietnam War. In two short years, Hasbro launched a revamped spin on G.I. Joe. He was now retired from the military, sported a full fuzzy beard, and was a member of the "Adventure Team," which had a mission to combat global disasters. This new beast-fighting, artifact-protecting G.I. Joe was a big hit with kids.

In 1971, a young upstart, Martin B. Abrams, took over his father's rack-toy company, Mego. Inspired by the success of G.I. Joe, Abrams expanded the concept of the "action figure," producing plastic cowboys, cavemen, monsters, World War II heroes, Knights of the Round Table, hang-gliding daredevils, dinosaurs, and robots.

But Abrams perhaps made his biggest mark on the toy company by turning name-brand heroes of all stripes—celebrities and characters from television, movies, and comics that kids already idolized—into action figures. This involved many costly licensing deals that most toy makers had been too timid to risk in the past...

His first coup was to obtain the rights from both Marvel and DC Comics to make the action figures for their tremendously popular heroes, starting with Superman, Batman, Captain America, and Spider-Man in 1972. By 1977, Mego's "World's Greatest Super Hero" line featured 30 different superhero characters, including female superheroes and villains.

One of Mego's innovations, which protected the company from licensing failures, was its patented 8-inch jointed plastic bodies, with fully interchangeable parts. The price of plastic had risen considerably since the '60s, so these smaller action figures were cheaper to make. The standard bodies could be re-purposed for an infinite number of characters, which protected the company when a product failed. For example, when the "Planet of the Apes" TV show was canceled, Mego simply replaced the heads and the costumes on the unshipped characters and turned them into other action figures.

Mego made action figures for Muhammad Ali, Broadway Joe Namath, the rock band Kiss, "The Wizard of Oz," "Dr. Who," "Dukes of Hazzard," the "Flash Gordon" comics, "Zorro," "Dallas," "Happy Days," and many others. The company was also the first to develop what's known as "blister pack" or "bubble card" packaging. Instead of selling action figures in boxes with plastic windows, in 1976, Mego exclusively shipped cards attached to plastic bubbles holding the action figures.

For a while, Mego was the No. 6 company among all toy makers. Its 8-inch action figures were so popular that Hasbro tried to compete with them by putting out an 8-inch Super G.I. Joe in 1977.

But that year, Mego made a fatal mistake. The company rejected the licensing deal for a "space opera" being proposed by a little-known director named George Lucas. Instead, Kenner Products, maker of the 12-inch "Six Million Dollar Man," acquired the exclusive worldwide rights to the franchise's products, also proposed as a weekly television series, thinking that the toys would sell even if the movie flopped.

"Star Wars" shocked the world on May 31, 1977, becoming an overnight sensation, the highest-grossing movie in history. The public clamored for action figures, which Kenner didn't even have ready to offer until after Christmas 1977, instead selling and "Early Bird Certificate Package," that promised the first four action figures—Luke Skywalker, Princess Leia, Chewbacca, and R2-D2—when they were ready in early 1978.

Kenner designers initially considered making "Star Wars" action figures 12 inches tall like old G.I. Joes, but that plan was scrapped when they realized that Han Solo's spaceship, the Millennium Falcon, would have to be five feet in diameter. Taking all the giant vehicles and playsets into consideration, Kenner made the standard action figure even smaller, at 3 ¾ inches. In the process of scrambling to get the action figures out, designers scrapped the bendable knees and twisting waists of other action figures.

By the end of 1978, Kenner was selling 12 "Star Wars" action figures for $1.96 each, and sales reached more than 26 million. It turned out that kids didn't just want their favorite character, they wanted all of the characters—so Kenner kept churning them out as the sequels "The Empire Strikes Back" and "Return of the Jedi" came out. By 1985, Kenner had released 93 of “Star Wars” figures, only one of which, Yak Face, is hard to find (it was only sold in Europe and Asia).

Kenner’s success with “Star Wars” was a serious blow to Mego, which never regained its foothold in the action-figure market. It tried desperately to capitalize on the renewed sci-fi craze, making action figures for "Star Trek: The Motion Picture," "The Black Hole," "Moonraker," and "Buck Rogers in the 25th Century." All were merchandising failures. In June of 1982, Mego filed for bankruptcy.

That same year, however, G.I. Joe made a comeback, taking its cues from "Star Wars." The new G.I. Joes were “Star Wars” height, and instead of being anonymous soldiers, these individual Joes had cool code names like Snake Eyes and Rock 'n Roll. There was even a female team member, Scarlett, and an enemy in a metallic mask, Cobra. This new spin on G.I. Joe flourished for 13 years.

"Star Wars" figurines, meanwhile, went out of production after 1985. However, interest in "Star Wars" surged again in 1994 when Lucas announced he would make a prequel trilogy to the first movies. Hasbro Lucasfilm, which had consumed Kenner, began reproducing 3 ¾-inch and 12-inch "Star Wars" action figures, vehicles, and playsets—this time, often sold to nostalgic adults. When the prequels were released between 1999 and 2005, even more characters were added to the "Star Wars" action-figure pantheon.

All action figures are most valuable when in mint, unplayed-with condition, still in their boxes or blister packs. Those actions figures, however, have experienced the least amount of imagination and fun.

About our sources | Got something to add?

▼ Expand to read the full article ▼

Best of the Web (“Hall of Fame”)

Museum of Childhood

Museum of Childhood

Embrace your inner child on this website from the Victoria and Albert Museum, filled with high-quality images and i… [read review or visit site]



Most watched eBay auctions    

1967 Hasbro Gi Joe Nurse 8066 Complete & Exc Cond ~ Old Vintage Toy Action Girl Starwars Vintage Moc Action Figure Lot Last 17 Potf Afa Worthy ! Rotj A-wing *** Starwars Blue Snaggletooth Vintage Figures Lot Weapons & Case Esb Potf EwoksJeff Hardy Wrestling Action Figure - Wwe Mattel Elite 1 - Very Rare In PackageGigantic Lot Of Marvel Legends/select X-men Avengers 35+ Figures! And Baf Parts!King Gorilla Ju Hirota Saigansho Paul Kaiju Zollma Bemon Mvh Secret Base Sofubi Vintage Rarity Star Wars Uhu Logray Moc 3 3/4" Figure Italy 1983 - Holy Grail !Vintage Kenner Six Million Dollar Man Venus Probe With Box & InstructionsVintage Star Wars Prototype Warok First Shot Mock Up On Rotj Snaggletooth MocMarvel Legends Lot Loose Mint Including Many Baf Figures 6 In. Over 100 FigsVintage Gi Joe '86 Cobra Terror Drome 100% Complete New In Box Firebat Avac Mib 6 Moc Vintage Star Wars Esb & Rotj Roj Figure Lot! Leia,r2-d2,more! 3 Unpunched Transformers Masterpiece Fans Toys Ft-03 Quakewave / ShockwaveG.i.joe 25th Anniversary/roc/retaliation Huge Lot 111 G.i.joe Figures LooseTransformers G1 Optimus Prime 1984 Generation One Hasbro Misb Afa Graded 70Vintage 1974 Adventure Team Talking Commander Gi Joe Mint In Cello Sealed Box !!Hulk Hot Toys 1/6 Figure The AvengersTransformers Masterpiece Cybertron Commander Convoy Mp-10 Takara TomyMarvel Legends Lot Avengers, Captain America, Black Widow, Spider-man, Star LordStar Wars General Grievous Premium Format Figure Sideshow Gi Joe Adventure The Mouth Of Doom Jungle Explorer - Complete W/ Box Old VintageVintage Star Wars Carded Lot Of 11 Rotj Figures! No Reserve! Junk Lot!Vintage Star Wars 12 Back Stormtrooper Moc Nice - No Reserve!Vinyl Cape Jawa Afa 85 Star Wars VintageVintage Star Wars Huge Figure & Weapon Lot W/ 2 Blue Snaggletooth Kenner Nr 70'sHe-man Moc Figure 12-back Masters Of The Universe Mattel 1982 He Man MotuVintage Star Wars Carded Lot Of 4 Potf Figures! No Reserve! Junk LotVintage Star Wars 12 Back Darth Vader Moc - No Reserve!Vintage Star Wars Lot Last 17 Potf 1985 R2d2 Pop Up Saber W Coin Yak Face AnakinOriginal G1 Transformers Megatron Transforming Robot; Boxed And Mint ConditionVintage Star Wars Carded Lot Of 11 Rotj Figures! No Reserve! Junk Lot!Star Wars Vintage 12 Inch Figure Lot 7Vintage Star Wars 12 Back Luke Skywalker Moc Unpunched Nice - No Reserve!Vintage Star Wars Carded Foreign Lily-ledy Rotj Luke Bespin! Rare!Vintage Star Wars - Han Solo 12 Back A Moc - Afa 70 85 SubVintage Star Wars 12 Back Artoo Detoo R2-d2 Moc Nice - No Reserve!1964 Gi Joe Action Figure Adventure Team Hasbro Toys Vintage Lot 12inPopy Bandai Dairugger Xv Vehicle Voltron Robot Japanese SentaiVintage Motu He-man Giant Tytus - Extremely Rare!$$$$vintage Star Wars Vintage Figure *** Russian At-at Driver *** Rare Bootleg// Gi Joe // White Shore Patrol Radio // Vintage // Marked Hasbro Hong Kong //Vintage Star Wars 12 Back See Threepio C-3po Moc Nice - No Reserve!Transformers G1 Custom Masterpiece-blitzwing12" Custom Templar Knight On Horseback, Medieval Holy Warrior 1/6 Figure Ignite 1986 Ljn Toys Thundercats 14 Back Lion-o Red Hair Variant Afa 75 Y Rare!!!!!!Master Replicas Limited Edition U.s.s. Enterprise Ncc-1701 Star Trek Awesome!!!Vintage Star Wars 12 Back Sand People Moc Unpunched Nice - No Reserve!Hot Toys 1/6 Mms213 - Iron Man 3: Silver Centurion Mark Xxxiii 33 In StockStar Wars Master Replicas Se Darth Vader (ep. 4) Saber Dual Signature Rare!Lot Of 60 + Vintage Star Wars Action Figures & Accessories & Parts 70s 80sMarvel Legends 23 Figure Lot 6" Spiderman Venom Kingpin Electro Black Cat KravenThreea 3a Ashley Wood Poport 1/6 The Two Oya Tk 2 Pack Shadow And Light TkSuperposeable Super Poseable Spiderman Toybiz Marvel Legends 6 In. Spider-man Blue Snaggletooth : Vintage 1978 Star Wars Kenner Variant - Sublime Condition !Hot Toys The Avengers Hawkeye Action Figure - NewTransformers G1 Optimus Prime 1984 Generation One Hasbro Mib MisbVintage Star Wars 12 Back Princess Leia Organa Moc Nice - No Reserve!Paul Kaiju "cosmic Prince" Mr. Ree Dcon 2014 Exlcusive Nagnagnag BemonLot Of 7 ~ Human Alliance, Mudflap, Barricade, Roadbuster, Jazz And MoreTransformers 2004 Masterpiece 20th Anniversary "optimus Prime"