The History of the Action Figure in the U.S. Consumer Market
Action figures have played a significant role in the American toy market since the mid-20th century, captivating children and collectors alike with their dynamic designs and connections to popular culture. From their introduction in the 1960s to their continued evolution today, action figures have become iconic pieces of Americana, with some models achieving cultural significance far beyond the toy aisle. This history of action figures reflects broader trends in the U.S. consumer market, including the rise of television marketing, gender-targeted advertising, and the development of collector culture.
The Birth of the Action Figure: G.I. Joe
The term “action figure” was first coined in 1964 when Hasbro released G.I. Joe, marking the birth of this enduring toy category. Prior to G.I. Joe, dolls were generally considered toys for girls, while boys were expected to play with trucks, building sets, and toy soldiers. Hasbro sought to change this by creating a new kind of toy: a posable figure specifically marketed to boys. G.I. Joe was modeled after the military, with articulated joints that allowed for a wide range of motion, making the figure more engaging for imaginative play. To avoid the stigma of boys playing with “dolls,” Hasbro branded G.I. Joe as an “action figure,” a term that stuck and revolutionized the toy industry.
The success of G.I. Joe reflected the growing consumer power of post-World War II families. Parents were eager to purchase toys that encouraged creativity and physical interaction, and boys, in particular, were drawn to the adventurous, combat-ready persona of G.I. Joe. The line expanded to include various uniforms and accessories, and by the 1970s, G.I. Joe became synonymous with action figures in the United States. The toy’s influence can be seen in subsequent action figure lines, many of which borrowed the posable and customizable aspects pioneered by Hasbro.
The Rise of Licensed Characters: Star Wars
While G.I. Joe established the concept of action figures, the release of Star Wars action figures in 1977 revolutionized the industry by introducing licensed characters based on popular media. When Kenner Products obtained the license to produce Star Wars figures, the company took a gamble on the success of George Lucas’s space epic. This decision paid off handsomely, as Star Wars quickly became a cultural phenomenon. The action figures, featuring characters like Luke Skywalker, Darth Vader, and Princess Leia, flew off the shelves, becoming some of the most successful toys in U.S. history.
The Star Wars action figure line was groundbreaking for several reasons. First, it popularized the 3.75-inch figure format, smaller than the standard 12-inch G.I. Joe but still highly detailed and articulated. The smaller size allowed for more affordable production and enabled Kenner to create a wide variety of characters, vehicles, and playsets that were crucial to the Star Wars universe. Children could now reenact scenes from the movies with characters in a form factor that fit comfortably in their hands.
Moreover, the success of Star Wars action figures demonstrated the powerful synergy between entertainment and toys. The figures were not only a product of the film franchise but also a driver of its cultural impact. As Star Wars continued to produce sequels, television shows, and merchandise, the action figures became a permanent fixture in American households, influencing the way toys were marketed and sold in the U.S. consumer market.
The 1980s: A Golden Era for Action Figures
The 1980s marked the golden era of action figures, as toy companies realized the potential of marketing figures based on licensed properties. This period saw the release of iconic toy lines such as Masters of the Universe, Transformers, and G.I. Joe: A Real American Hero. What set the 1980s apart was the integration of toys with television cartoons, a trend that capitalized on new deregulations in children’s advertising.
He-Man and the Masters of the Universe, produced by Mattel, became one of the most successful action figure lines of the 1980s. Launched in 1981, He-Man figures were based on a fictional universe where warriors fought with magic and advanced technology. The corresponding cartoon, He-Man and the Masters of the Universe, served as an extended commercial for the toy line, with each episode introducing new characters and vehicles. This combination of media and merchandising proved to be extremely effective, as children eagerly purchased the toys after watching their animated counterparts on television.
Another hallmark of the 1980s was the introduction of Transformers by Hasbro. These action figures featured robots that could change into vehicles, weapons, and other objects, offering a unique play experience. Like He-Man, Transformers benefited from an accompanying animated series, which expanded the toy’s universe and encouraged children to collect multiple figures. The innovation of the “transforming” mechanic helped set Transformers apart from other action figures, and the brand continues to be popular today.
1990s and Beyond: The Rise of Collectors
By the 1990s, action figures had firmly established their place in the U.S. consumer market, but their role began to shift. While still popular with children, action figures started attracting adult collectors, creating a new demographic for toy companies to cater to. Figures such as McFarlane Toys’ Spawn, which featured more detailed sculpts and were aimed at an older audience, demonstrated this shift. Collectors drove demand for limited edition figures, special packaging, and highly articulated models, turning action figures into valuable collectibles.
The Star Wars re-releases in the mid-1990s reinvigorated the action figure market for both children and collectors. The “Power of the Force” series, for example, tapped into nostalgia for the original films while also appealing to a new generation of fans. Similarly, companies like NECA and Hasbro began producing figures from a wide range of popular films, comics, and video games, appealing to adult collectors who grew up during the action figure boom of the 1980s.
The 21st century has seen continued growth in the action figure market, with a focus on both mass-market and collector-driven products. Marvel Legends, introduced by Toy Biz (later acquired by Hasbro), capitalized on the rise of superhero films and became one of the most successful action figure lines of the modern era. Highly articulated and detailed, Marvel Legends figures are marketed to both children and adult collectors, reflecting the diverse audience that action figures now command.
Conclusion
The history of action figures in the U.S. consumer market reveals a fascinating evolution shaped by media, culture, and consumer trends. From G.I. Joe’s invention of the action figure category to the explosion of licensed characters like Star Wars and Transformers, these toys have become much more than playthings—they are cultural icons. Over the decades, action figures have evolved to serve not only children but also adult collectors, and they continue to hold a prominent place in both the toy industry and popular culture. As technology and storytelling advance, the action figure market is likely to keep evolving, captivating new generations of fans and collectors alike.