Toy Industry A-Z – A is for Action Man
For those of my generation in the European toy industry, especially those who worked for Hasbro, Action Man is a huge iconic action figure brand.
Action Man was officially launched in 1966 by Palitoy, as a spin off under license from Hasbro’s G.I. Joe.
Over time, Action Man moved with the times, from being a primarily military figure to being more of a modern day hero/adventurer.
The accessories and features were always much talked about in the playgrounds of Europe, with older generations referring to ‘Eagle eye’ Action Man and more recently accessories like blowpipes or karate weapons etc.
I was fortunate enough to market research/playtest many Action Man products and adverts (albeit 15 years ago), and while I won’t be giving away any trade secrets, it will be no surprise to anyone if I highlight just how much kids loved Action Man.
While Action Man is not commercially available any more, it remains a huge and iconic part of European toy history.
For more information on the history of Action Man, the Wikipedia page is quite revealing: https://en.wikipedia.org/wiki/Action_Man
To see reviews of some of today’s top action figures, check out this page on The Toy Verdict website: http://www.thetoyverdict.com/category/action-figures/
by Steve Reece, CEO of Kids Brand Insight www.KidsBrandInsight.com, a leading Consultancy to toy companies around the world, which helps companies with product reviews & awards, find the right toy & game factories, consumer research test their products with kids and parents and secure export distribution/market entry around the world.