Jump into Action

Remember the Razzle, that confused little confection from the 70s? Thanks to that pair of pugnacious kids from the television commercial, the poor Razzle never knew whether it was a gum or a candy. But we didn't fret; we were assured the Razzle was "a whole candy store in a package!"

Action figures share a similar identity crisis: Are they toys or collectibles? Toy experts, consumers and kids offer opinions as diverse as the available selection of this exciting and continuously evolving toy genre.

To explain action figures—and there are as many definitions as there are people to ask—understanding their origin helps. Most industry pundits agree that the term 'action figure' was originally coined by Pawtucket, R.I.-based Hasbro in 1964; shortly after a young soldier named Joe was promoted to the rank of toy.

Flashing forward to today, many industry experts concur that an action figure may be a toy or a collectible, typically rack-displayed in clear, clam-shell packaging that features a character from pop culture, sports, fantasy or history. Much has been written to support the notion that action figures stimulate role-playing, increase language skills, invite parental involvement and encourage imagination.

Bob Belby, a newspaper sales executive from New Jersey and self-proclaimed "action figure addict," offers some insight into the dichotomy. "The difference between the action figures of today versus the action figures we bought as kids is that today's action figures are [often] marketed as collectibles. The original G.I. Joe, Johnny West and Captain Action were sold with the sole and novel purpose of being played with. Most of today's action figures are packaged, marketed and sold as collectibles. Heaven forbid you open the box!"

Articulation and wardrobe seem to be points on which the "authorities" cannot agree. On the one hand, the iconic G.I. Joe has a myriad of movements and a selection of clothes and accessories that would even make Queer Eye for the Straight Guy's Carson Kressley envious. On the other hand, firms such as Tempe, Ariz.-based McFarlane Toys' action figures have limited articulation and few accessories.

Nevertheless, all types of action figures have an audience today—kid, collector or both, for that matter. They cross gender too. Additionally, and perhaps most importantly, they cross generations.

Collector Greg Bastug, an entrepreneur and father of two, was spotted shopping with his son, Alex, at the Toys "R" Us flagship store in New York City's Times Square. As Alex selected from the many NHL Hockey action figures on display, Bastug was sneaking down the aisle to check out the remaining leftover Austin Powers figures. He says he was still looking for the elusive "Fat Fellow" from the first series.

"Alex and I enjoy spending a lot of time together," the young dad explains. "He loves hockey and the McFarlane NHL figures really get him going. I love film and any time a new series of movie related figures are introduced, I try to get them all to display in my theater room."

Alan Rickert, owner of Top Ten Toys in Seattle, tells PLAYTHINGS he has a policy that he implemented years ago to which he has rigidly stuck and which has, in effect, all but eliminated the traditional action figure from his inventory. Rickert's policy: No violence-themed toys in the store.

"We try to stock action figures which portray a positive role model for our customers," he says. "The action figures we feature are firefighters from All Hands [North Massapequa, N.Y.], as well as Space Voyagers [from Orlando, Fla.-based] Action Products. What you would call 'American Heroes'"

Rickert also mentions that he loved the Get Real Girls line. "Unfortunately, they are no longer available," he says. These action figures featured female surfers, snowboarders and campers and served as strong role models for young women. "They are an effective contrast to Barbie and her friends, and we'd love to see them come back."

And, while some retailers might consider figures depicting war as "violent," they might just as easily be considered historical.

According to Michele Gietz, owner of Where'd You Get That!?, a small specialty toy store near the campus of Williams College in Willamstown, Mass., action figures from Papo/Hotaling Imports, Verona, N.Y., are popular with kids as well as the college crowd that frequents her store.

"The unique thing about the Hotaling line," Gietz explains, "is that the figures are bought to be displayed and played with—they are meant to be used. They're small, detailed and don't even come in boxes. We sell them right out of the display counter by the handfuls.

"We don't stock the traditional action figures that you see in the major chains," she adds, "because we can't compete [on price]. Ours is a niche market, and with the aggressive pricing of Papo/Hotaling line, the college kids come in and gobble them up as fast as we can put them out."

Another action figure highlighted by Malaika Burt, a salesperson at Seattle's Top Ten Toys, is the historical line of action figures by Westport, Conn.-based Odyssey Toys. These feature an interesting array of famous characters from throughout history. "Our most popular action figures from this line are Cowboy Charlie Goodnight, Amelia Earhart, Cleopatra and Betsy Ross complete with Old Glory."

Action figures also have another role in the market; and that is for the collector, which is an added focus of McFarlane Toys, credited by many as redefining the category. The company's line of figures include an eclectic array of the athletic, iconic, celebrated and obscure, which are sold in an equally eclectic assortment of retail environments, from Wal-Mart to ambiguous comic book stores.

Steven Benoff, buyer for KB Toys, Pittsfield, Mass., says, "With the introduction of Spawn in the early 90's, McFarlane's continued attention to details and ability to offer much more value than the competition is the reason we've seen a more definitive split between the play line and the collectible. McFarlane has opened the doors for smaller toy companies like Palisades Toys of Ellicott City, Md., and New York's Mezco Toyz, which target the collector markets."

Founder Todd McFarlane is definitely hands-on when it comes to detail; a fact to which PLAYTHINGS can attest after a visit to the company's headquarters last month to watch him in—um—action.

"He often gets out there and poses for the figures himself," quips Carmen Bryant, a company executive. "He's just not satisfied until it's right."

KB sales promotion manager John Reilly says, "Currently KB Toys has seen very strong sales in action figures. We're totally committed to the action figure market. We dedicate up to 30 feet of shelf space to action figures. As you would expect, we carefully plan the placement of every item in the store."

While Reilly says KB has done some "flip-flopping on various aspects of our stores' layout," the action figures position has remained the same.

Jim Meyer, also of KB, says collectors focus on detail. "With the advancement of 'real scan' technology and better sculpting, the amount of detail demanded by the collector is becoming incredible," he explains. Furthermore, with Toy Biz, New York, "coming to market with a 67-joint articulated Spider-Man figure and Hasbro coming with a talking G.I. Joe, with facial movement and hidden jaw joints, action figures have never had so much detail."

With today's youth-oriented pop culture franchises such as Harry Potter, The Rugrats, Nickelodeon and the Cartoon Network, the savvy retailer now has a series of options to offer the young shopper from the action figure arena.

On the flip side, action figures from The Outer Limits, X-Files, Animal House and Reservoir Dogs will attract the nostalgic fan as well as the ardent collector. Using the right combination of action figure genres, specialty toy store owners and large toy retailers alike, can boost sales by selling action figures appealing to both groups, those that play with them and the collectors who proudly display them. Whether they're a toy or a collectible, a plaything or a showpiece, "a gum or a candy," it should be of no consequence to the retailer.