Short note, big arc. Since the 1960s, U.S. action figures have mirrored media, marketing, and manufacturing shifts—morphing from posable “boy’s dolls” into a cross-generational hobby and a serious collectibles market.
1964: G.I. Joe coins “action figure”
Hasbro’s G.I. Joe introduced a 12-inch, fully articulated military figure marketed to boys—sidestepping “doll” stigma with a new term: action figure. Modular uniforms, gear, and realistic articulation set the template for pose-and-play customization and made Joe a post-war household name.
More Joe on our site: G.I. Joe: from toy line to 80s TV icon.
1977: Star Wars & the 3.75″ revolution
Kenner’s Star Wars figures shrank the format to 3.75″, enabling expansive world-building—dozens of characters, vehicles, and playsets kids could afford and carry. The “Early Bird” certificate, then years of waves tied to the films, proved toys and media could amplify each other.
Deep dive: Kenner’s Star Wars line (1977–1989).
1980s: The golden era of toy-toons
Deregulated children’s TV advertising supercharged toy-anchored animation. Franchises exploded: Masters of the Universe fused sword-and-sorcery with sci-fi; Transformers brought engineering wizardry and combiners; ThunderCats and others rounded out aisles. Episodic cartoons introduced new characters/vehicles, priming demand wave after wave.
1990s: Collector culture rises
As the first toy-toon kids grew up, a new market emerged. McFarlane’s Spawn (1994) targeted older fans with sculpt-first detail and variant-driven scarcity. Reissues like Star Wars: Power of the Force and specialty lines cultivated limited runs, premium packaging, and display-focused designs.
2000s–today: Mass + premium
Modern lines straddle kids and adults. Marvel Legends standardized high articulation and builder figures at retail, while premium sub-lines (imports, ultimates, and crowdfunded flagships) deliver collector-grade paint, parts, and scale. Social media and online drops keep hype cycles spinning.
Conclusion
From Joe’s debut to Kenner’s media synergy, the 80s boom, 90s collector pivot, and today’s hybrid market, U.S. action figures are more than toys—they’re a living record of how Americans consume stories, tech, and nostalgia. The next chapter—AI-aided design, on-demand production, bigger community funding—will keep the hobby evolving for another generation.