A new piece of the action

Once a category with muscle, action figures have lost market strength in recent years. But neither manufacturers nor retailers intend to forfeit lost market share. Instead, both have developed individual "fighting" strategies to combat declining sales.

While manufacturers are bidding on a wider range of product, retailers seem to be relying on consumers' nostalgia to boost sales of past favorites. The latest offerings in this category include heroes inspired by real events, historical figures and strong female role models. No matter a consumer's interest, new product covers the range from real-life to fantasy play.

In recognition of recent events, manufacturers have created figures modeled after today's real-life heroes to honor their sacrifice. A line of lifelike military action figures, designed to resemble the soldiers deployed in Iraq, is set to launch in April 2004 by Blue Box Toys, Inc (BBI). One such soldier, a U.S. Army Ranger, comes dressed in authentic army garb, including goggles and a scarf to shield his eyes from sandstorms, a rifle, kneepads and military boots. A fellow freedom fighter, nicknamed Chopper, is a member of the 26^th U.S. Marine Corps Expeditionary Unit. In addition to an ornately detailed uniform, complete with an eye goggles cover and helmet insert, the marine comes equipped with a protective gas mask and oxygen bottle pouch.

In this same realm is the Operation Iraqi Freedom series from Dragon Models. The company reportedly researched its figure subjects to ensure complete accuracy of uniforms and equipment, with special attention paid to re-creating colors and textures. As a result, each figure in the line comes dressed in uniform and features equipment, body armor, load-bearing gear and modular weaponry.

Astronauts are now considered another type of real-life hero as a result of the media attention given to the Columbia space-shuttle breakup. With dedicated members of the Space Voyagers Astro Squad from Action Products, like Lt. Commander "Steel" Jones Shuttle Mission Specialist, controlling every aspect of the mission, kids can oversee a successful launch and reentry of every shuttle sent into space.

Traditionally recognized as boys' toys, the action figures category has expanded to include female figures that defy their stereotype. As societal ideas regarding the roles a woman can assume continue to evolve, manufacturers have developed product to reflect these changes. Figures like the WWII WAAC (Women's Army Auxiliary Corps) Female from 21^st Century Toys and Trinity from The Matrix Reloaded by McFarlane Toys—both on shelves at Toys R Us-Times Square—prove that women can be strong-willed, heroic, aggressive and self-confident. Figures like T-X Terminatrix also from McFarlane show that a woman, good or evil, can pose a challenge to a nemesis as fortuitous and as powerful as the Terminator.

While manufacturers are busily creating new action figures to revive this ailing category, some are relying on traditional favorites, like Power Rangers and Teenage Mutant Ninja Turtles and collectible items, like G.I. Joe, to boost sales.

The products on the shelves at two major retailers in New York suggest that budget-conscious consumers are looking to purchase action figures based on their collectibility, as opposed to their play value. At the FAO Schwarz flagship store in New York, the action figures display was lined with G.I. Joe figures from Hasbro's Timeless Collection, including members of the Army Desert Infantry and The Ultra Corps, a Tactical Advisor and a Navy Security Officer. Similarly, at TRU-Times Square, an entire wall was devoted solely to G.I. Joe action figures, while another section was teeming with military figures and other heroes, including an EMT and a Brushcrew Firefighter, from 21^st Century Toys.

The overwhelming presence of military products at these two destination retail outlets serves as tangible evidence that consumers are sensitive to current events. Through role-play, kids can emulate their real-life heroes from the war in Iraq or the firefighters and rescue workers who risk their lives on a daily basis to save others in need.

Both Manhattan retail venues also reflect a growing desire among consumers to engage in fantasy play with their favorite film and television characters—offering a respite, perhaps, from the grim reality of war. At TRU-Times Square, displays that are large enough to rival the military section were devoted to action figures made famous by the silver screen. Large vignettes featured an array of Teenage Mutant Ninja Turtles from Playmates, Spider-Man and Hulk figures from Toy Biz, Power Rangers: Ninja Storm from Bandai, Yu-Gi-Oh! figures from Mattel and Transformers from Hasbro. A separate portion was designated entirely to WWE action figures from Jakks Pacific. A private display case contained assembled models of the Gundam Action Figure Model Kits from Bandai. Rounding out the action figures selection were characters from Toy Biz inspired by the X-Men, Daredevil and The Lord of the Rings movies, The Matrix Reloaded figures from McFarlane Toys, Star Wars figures from Hasbro and members of the Star Trek Enterprise Away Team from Art Asylum. Other selections at TRU-Times Square included Batman, Harry Potter figures and the Justice League all from Mattel, Yu Yu Hakusho figures from Score Enterainment and Dragon Ball Z from Jakks Pacific.

FAO featured significantly less Hulk merchandise than did TRU, offering only one version of the Hulk action figure. Standalone shelves at FAO were devoted to the Justice League and Masters of the Universe from Mattel, Star Wars figures from Hasbro, Power Rangers: Ninja Storm from Bandai and Zoids action figure model kits from Hasbro. Large Teenage Mutant Ninja Turtle figures from Playmates, Batman and Yu-Gi-Oh! figures were displayed in smaller sections along the wall.

While manufacturers and retailers appear to be employing different methods to help boost action figure sales for the immediate future, both sectors are poised to face whatever battle lay ahead in the effort to regain market share. Now that is the strategy of a true champion!