Action Figure

An action figure is a poseable character figurine, made of plastic or other materials, and often based upon characters from a film, comic book, video game, or television program. These action figures are usually marketed toward boys and adult collectors.

According to a study in Sweden, action figures with traditional masculine traits primarily target boys. While most commonly marketed as a children's toy, the action figure has gained wide acceptance as an adult collector item. In such a case, the item may be produced and designed on the assumption it will be bought solely for display.

The term "action figure" was first coined by Hasbro in 1964, to market their G.I. Joe figure to boys who would not play with "dolls". (A similar toy named Johnny Hero was introduced by Rosko Industries for Sears in 1965, but was known as a "Boy's Doll" since the term action figure had not gained widespread usage at that point). G.I. Joe was initially a military-themed 11.5-inch figure proposed by marketing and toy idea-man Stan Weston. It featured changeable clothes with various uniforms to suit different purposes.

In a move that would create global popularity for this type of toy, Hasbro also licensed the product to companies in other markets. These different licensees had a combination of uniforms and accessories that were usually identical to the ones manufactured for the US market by Hasbro, along with some sets that were unique to the local market. The Japanese had at least two examples where a Hasbro licensee also issued sublicenses for related products. For example, Palitoy (in the UK) issued a sublicense to Tsukuda, a company in Japan, to manufacture and sell Palitoy's Action Man accessories in the Japanese market. Takara also issued a sublicense to Medicom for the manufacture of action figures.

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