Toy History: Why Are They Called Action Figures?

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Hasbro created the very first action figures through the G.I. Joe line. Released in 1964, these 12 inch figures were supposed to be different from dolls. Furthermore, the realistic and masculine models were also a direct response to a new wave of highly popular — and profitable — dolls. Seeing Mattel’s success with Barbie, Hasbro hoped to make an identical impact on the “male” toy market. They wanted to corner a different consumer. Yet Hasbro also wanted to utilize a similar toy style in order to become a viable competitor for toy store shelf stock.

So what did that inspire? Well, the very first action figures had removable clothing and accessories. They had stories and personalities. Later, they even had play sets and vehicles. Besides the whole outdated “boy’s toy” versus “girl’s toy” thinking, though, there are still a couple distinct differences. Let’s look at the history of action figures below to figure it out.

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They’re called action figures because of the G.I. Joe action heroes

The reason they’re called action figures is actually pretty simple. The original G.I. Joe figures represented four U.S. military branches. Hasbro released the Action Soldier (Army), Action Sailor (Navy), Action Pilot (Air Force), and Action Marine (Marine Corps).  The name “G.I. Joe” itself was derived from a universally recognized, generic slang for an American soldier. But most importantly, the “Action” portion of the figure names launched an entirely new type of toy. Additionally, there was a business executive at the company named Don Levine who was considered the father of the G.I. Joe line. He also preferred the term “action figure” to “doll,” considering the former to be more inviting to young boys.

Action figures were also, and remain still, more articulated than (most) dolls. Let’s leave aside the incredibly complex ball jointed dolls for now. In concept, action figures remain inarguably close to dolls. But in execution, they do move, rotate, and pose differently. Some collectors might even say better. But it all depends on what you want out of your display!

Which brands get action figures, and which get dolls?

Action figures also tend to cover action properties such as Marvel, DC, Star Wars™, and of course, G.I. Joe. Conversely, companies make dolls for Disney, fashion purposes, and even occasionally horror media! Doll makers also tend to push the boundaries with original concepts. Alternatively, action figures are most often related to existing brands as mentioned before. But there’s also crossover, especially in anime. Anime fans get the best of both worlds with action figures and dolls for all their favorite fandoms. Lucky!

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Star Wars action figures and G.I. Joe

Let’s rewind real quick to the 1980s. Star Wars: A New Hope™ (1977) revitalized audience interest in action figures. The Kenner toys were an instant hit. They were also much smaller than the typical action figure. Hopping on the trend, Hasbro launched an entire line of G.I. Joe figures in the ’80s. These action figures were notably smaller in scale compared to the initial 12 inch G.I.s.. They also had new codenames, identities, and backstories. Gone were the simple stories of wartime heroes. Now the G.I.s infiltrated a terrorist organization called Cobra and wielded signature weapons. So these days when people think of G.I. Joe, they tend to think of the original 13 introduced in the G.I. Joe: A Real American Hero action figure line.

The most popular G.I. Joe

Notably, the character Snake Eyes was made into action figures in various scales — including the most beloved sixth scale. Additionally, the G.I. Joe toy line expanded alongside its cinematic counterparts just like in the ’80s with the cartoon. However, Hasbro also released nostalgic retro collections that performed exceptionally well. They were sculpted to resemble the original molds while still maintaining modern quality and figure standards. That way, fans of every generation could get something exciting out of the release.

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Action figures make everything more exciting!

Captain Action

In 1966, Ideal Toy Corp. released Captain Action. He was especially interesting and revolutionary because he came equipped with multiple costumes and masks that could completely transform him. Captain Action could masquerade as Batman, Superman, Spider-Man, Captain America, Aquaman, The Phantom, The Lone Ranger, Flash Gordon, Buck Rogers, Sergeant Fury, Steve Canyon, and The Green Hornet. Talk about a man of many faces! Stan Weston, who also came up with G.I. Joe, created and designed these Captain Action figures.

He-Man and the Masters of the Universe

Mattel got in on the action by 1981. Debuting a toyline called He-Man and the Masters of the Universe, the company jumped into the figure frenzy and succeeded admirably. Masters of the Universe went on to receive critical acclaim with the many shows and movies inspired by the toys. That particular linking of action figures and cartoons began a long trend of companies releasing those types of projects.

Transformers

Transformers toys came out in 1984. Hasbro made these robots who were able to transform into cars, jets, and tanks. The Transformers action figures were considered highly sophisticated at the time, launching a new wave of action figure innovation. Even now, we see the incredible engineering in these collectibles with pieces such as the Flagship Megatron Robot by Robosen.

Spawn

Finally, in 1994, we saw the release of action figures based on Todd McFarlane’s comic Spawn. Collectors noticed a much higher degree of detail in these figures than previous generations. We can accredit the Spawn action figures for the quality and professionalism associated with action figures in the 21st century.

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Do you collect action figures? We’d love to see your display! Share your collection at side.show/geekgroup or in the Sideshow Social Network. And as always, don’t forget to Let Your Geek Sideshow!