Last time we looked at the very birth of the action figure genre - somewhat after the invention of Barbie, GI Joe was the first male-oriented action figure, and the market landscape soon progressed into offering Marvel Superheroes figurines, and of course, the figurines that everyone most associates with collecting rather than playing, the Star Wars lines. So where did they go from 1977?
FCC Lets Collectors Be
Many of the Gen X toy collectors might not be aware, but in 1969 the FCC actually banned TV shows that were based on toy products. Presumably this was in the interests of preserving competitiveness in the market, or perhaps of protecting kids from violence … no doubt the road was long and twisted that led to that decision. However, the ban was lifted in the 80s, and a veritable explosion of toy-based television shows started being produced. These included He-Man, Captain Power, Voltron, GI Joe … and of course, Transformers!
Toy production geared towards collectors
In the 90s, Marvel Insdustries themselves gained control of Toy Bi, who were making Spiderman figurines etc for them. Marvel was dissatisfied with the way the company was being run, shipping delays, toy design, etc, and decided to take matters into their own hands. They also took a much more grown-up approach to marketing the toys, looking for adult purchasers who were buying for themselves, rather than just parents and children.
Recent action figure developments
Action figures did not stop being made when Marvel Comics stopped being a universal boyhood phenomenon. There are new classics constantly being made, and so people are constantly looking for new figurines. Some of the newest action figure lines include:
- Avatar
- Ben 10
- Harry Potter
- Spawn
- Star Wars - from the new set of films
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