Stuff You Should Know

SYSK's 12 Days of Christmas… Toys: A Partial History of Action Figures

December 12, 2025

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  • The action figure concept was directly inspired by the massive commercial success of the Barbie doll, specifically the desire by toy companies to replicate Barbie's lucrative accessory/add-on sales model for boys' toys. 
  • The original 12-inch G.I. Joe, considered the world's first action figure, debuted in 1964 and was so successful it accounted for almost 66% of Hasbro's profits that year, despite initial sales dips due to the Vietnam War. 
  • The company Mego established the modern action figure market by successfully licensing famous characters (DC and Marvel superheroes) and shrinking the standard figure size from 12 inches (G.I. Joe) to 8 inches, before spectacularly failing by passing on the Star Wars license to Kenner. 
  • The packaging of action figures, particularly the cardboard-backed clear plastic casing, became a standard element that significantly contributed to selling the toys, often featuring advertisements for other figures like those from the G.I. Joe line. 
  • The value of rare Star Wars action figures, such as the unreleased missile-firing Boba Fett or the double telescoping lightsaber figures, is highly dependent on mint condition and original packaging, with reported values ranging from thousands to potentially over a hundred thousand dollars. 
  • The manufacturing process for action figures often involves molding in Asia, leading to long shipping times, and the rarity that drives high collector value is frequently caused by figures being canceled or released late in a toy line's lifecycle, like Yakface. 
  • The hosts plugged Kiva, a micro-lending platform, highlighting the success of the Stuff You Should Know team's lending group, which has loaned nearly $4 million since its inception. 

Segments

Barbie Inspires Action Figures
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(00:04:51)
  • Key Takeaway: Barbie’s success, driven by continuous accessory sales, directly inspired the creation of action figures as a profitable model for boys’ toys.
  • Summary: Barbie’s inventor, Ruth Handler, created a massive hit for Mattel due to the ongoing revenue generated by selling supplementary items like clothes and accessories. Toy companies sought to replicate this continuous purchase model for boys’ toys, which required creating a ‘doll for boys.’ Stan Weston pitched the idea of a soldier doll to Hasbro’s Don Levine, who coined the term ‘action figure.’
G.I. Joe’s Debut and Flaws
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(00:07:46)
  • Key Takeaway: The original 12-inch G.I. Joe debuted in 1964 with 21 moving parts, and its initial production errors, like a scar and an inverted thumbnail, became key identifiers used to prosecute copyright infringement against knockoffs.
  • Summary: G.I. Joe is credited with starting the action figure craze, and all subsequent action figures ultimately trace their lineage back to Barbie. The original 12-inch figure featured 21 moving parts, and the four initial service dolls (Rocky, Skip, Ace, and another Rocky) were identical except for their uniforms. Production flaws, such as a facial scar and an inverted thumbnail, were crucial for Hasbro to legally defend the G.I. Joe copyright.
Mego’s Superhero Action Figures
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(00:21:36)
  • Key Takeaway: Mego capitalized on the void left by G.I. Joe’s temporary decline by launching the ‘World’s Greatest Superheroes’ line, notably including both DC and Marvel characters in the same set.
  • Summary: When G.I. Joe sales declined due to the Vietnam War, Mego introduced 8-inch action figures based on superheroes in 1972, securing licenses for both Marvel and DC characters simultaneously. Mego expanded the concept by selling villains, side characters, and even non-superhero civilian versions like Peter Parker and Bruce Wayne, often exclusively through retailers like Montgomery Ward.
Mego’s Fatal Star Wars Mistake
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(00:26:47)
  • Key Takeaway: Mego’s downfall was its decision to decline the Star Wars license, allowing Kenner to secure the rights and subsequently sell 300 million units between 1978 and 1985.
  • Summary: Mego dropped the ball spectacularly by refusing the Star Wars franchise, leading to their bankruptcy in 1983 after attempting to pivot to other movie lines like Buck Rogers. Kenner, who picked up the license, sold approximately 40 million Star Wars action figures annually in the first few years, generating $100 million each year during that initial run.
G.I. Joe’s 80s Rebirth and Marketing
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(00:30:37)
  • Key Takeaway: The 1980s G.I. Joe relaunch featured smaller 3.75-inch figures and was intrinsically linked to a new cartoon series that provided detailed backstories and common enemies (Cobra), bypassing the need for childhood imagination.
  • Summary: The smaller 3.75-inch G.I. Joe figures, inspired by Japan’s smaller Microman line, became vastly superior to the older 12-inch versions for many fans. The early 1980s G.I. Joe cartoon established specific characters (like Duke and Cobra Commander) and overarching storylines, such as the creation of Serpentor. This marketing strategy was enabled by the Reagan administration’s deregulation of advertising aimed at children by the FTC.
Action Figure Manufacturing Process
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(00:51:04)
  • Key Takeaway: The creation of an action figure involves a lengthy design phase using clay over wire armatures, followed by mold creation (taking up to two-thirds of the total time), and finally assembly using plastics like ABS.
  • Summary: The process begins with a sculptor creating a rough shape over a wire armature, often sculpting the head, limbs, and torso separately to manage detail work. Creating the master molds is the most time-consuming part, potentially taking months. Manufacturers choose between rotational molding (smooth finish, less detail) and injection molding (high detail, visible seams where the two halves meet).
Action Figure Assembly and Details
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(00:59:54)
  • Key Takeaway: Action figure assembly involves pressing molds and attaching separately molded parts, followed by detailing and clothing application.
  • Summary: After molding, action figures require assembly if parts like arms are separate from the main mold. Finishing details include painting and adding clothing. This process contributes to the final quality of the action figure.
Packaging Importance and Collectibles
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(01:00:51)
  • Key Takeaway: Cardboard-backed clear plastic casing became the standard action figure packaging, often including collectible elements like G.I. Joe code names.
  • Summary: Packaging requires significant thought, establishing the classic cardboard-backed clear plastic shell standard. Later G.I. Joe figures included collectible cards on the back detailing code names and specialties. The speakers also reminisced about collecting unrelated trading cards like Star Wars and Welcome Back Cotter cards.
Manufacturing Logistics and Rarity
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(01:03:26)
  • Key Takeaway: Action figure molding often occurs in Asia, and rarity that drives collector value is frequently linked to figures being canceled or released late in a product wave.
  • Summary: The manufacturing journey often involves molding processes in Asia, sometimes utilizing slow boat shipping. Rarity is the primary driver of value for action figures, even if the figure itself was not initially considered high quality. For example, Yakface became valuable because its release was canceled or limited in the US, leading to distribution in Europe when Star Wars demand was high there.
Rare Star Wars Figures Discussion
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(01:04:29)
  • Key Takeaway: The most valuable Star Wars figures are debated, with contenders including the unreleased missile-firing Boba Fett and figures with double telescoping lightsabers.
  • Summary: Yakface, a guard for Jabba the Hutt, is rare because sales waned in the US, leading to its export to Europe in 1985. The vinyl-caped Jawa is noted as historically valuable compared to its cloth-caped replacement. The Boba Fett figure that could shoot a missile was scrapped due to choking hazard concerns, though its value is highly contested, potentially reaching $18,000 or more.
Double Telescoping Lightsabers
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(01:11:16)
  • Key Takeaway: The double telescoping lightsaber feature on Obi-Wan, Darth Vader, and Luke figures is considered a Holy Grail because it extends the standard telescoping feature further.
  • Summary: The double telescoping lightsaber feature involved an extra, thinner piece of plastic that extended beyond the initial telescope. This feature was present on figures for Luke, Obi-Wan, and Darth Vader, with Luke’s potentially being the most expensive. These figures are only valuable if they are in mint condition, still in the package.
Host Shoutouts and Related Content
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(01:13:39)
  • Key Takeaway: Listeners interested in G.I. Joe nostalgia should check out Yojo.com, and the hosts shared a gallery of hilarious toy knockoffs.
  • Summary: The hosts recommended Yojo.com for G.I. Joe nostalgia and mentioned a personal gallery featuring hilarious knockoffs and bootlegs of beloved toys. They also suggested rewatching Eric Fensler’s dubbed G.I. Joe PSAs, such as the one about ‘annoying is half the battle.’
Kiva Micro-Lending Promotion
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(01:15:04)
  • Key Takeaway: The Stuff You Should Know Kiva team has loaned nearly $4 million across over 143,000 loans since 2008 or 2009.
  • Summary: Kiva is a micro-lending website where users loan money to entrepreneurs globally, often receiving the principal back to reloan. The SYSK team has over 9,000 members and has collectively loaned $3,993,325. Team leaders Glenn and Sonia help motivate members to keep circulating funds to help others.