The beginning
In a sense, action figures have been around as long as other toys. Officially, the first action figure was GI Joe, produced in February 1964 by Hasbro. Seen as Hasbro’s response to the popularity of Barbie dolls, with all their clothing and accessories, GI Joe was aimed at the male side of the market. Originally made in three versions, representing various branches of the military, GI Joe was an instant hit, an overnight success, and has continued to sell in the millions in the more than four decades since.
The term “action figure” was coined to avoid the use of the term “doll” for a toy aimed at children. Marketed as a “mobile fighter,” the action figure was nothing more than a new and improved version of the toy soldiers children have played with for centuries. Larger than most toy fighters and articulated for fighting poses, it took hold of the imagination of a generation of kids and has never let go.
Due to the unpopularity of the Vietnam War, GI Joe sales plummeted in 1970. It was reinvented in the 1970s with the addition of several new but smaller models, and an archenemy: a terrorist organization called Cobra. Since Cobra action figures were also sold, each child could have entire battalions of troops to mount battles on floors and beds.
the trend continues
In the late 1970s, the Star Wars movies gave birth to a whole new series of action figures: Han Solo, Luke Skywalker, Princess Leia, and company. In the 1980s, cartoon characters like He-Man and his sister She-Ra appealed to both boys and girls. A whole lineup of these characters, plus their sidekicks, friends, villains, and castles, had every kid begging their parents to spend money on action figures.
Since then, the action figure has become commonplace and has its own section in any toy store worth its salt. Many are still based on movies, like Toy Story. A quick perusal of a local toy aisle will turn up not only GI Joe and the newest batch of Star Wars characters, but also movie and cartoon representatives on a global scale.
The latest development on the action figure scene is historical figures. These range from Beethoven and Mozart to Cleopatra and Edgar Allan Poe. A manufacturer specializes in historical figures of African American people and hopes to add figures of different ethnicities as well. Work with teachers and parents to market the figures for learning and fun.
The merits of collectibles
Action figures appeal to both adults and children, and in fact, many of them are collectibles. Some are produced as collectibles; others are in demand because of their age. Both original GI Joe and original Star Wars figures have been known to sell for a lot of money at auctions and on e-bay.
