New Action Figures Get Going

“In 2005, somewhere between 25 percent to 30 percent of buyers of action figures were males 18 years of age and older.” — Jeremy Padawer, JAKKS Boys Entertainment Marketing

Action figures encompass such a broad category of toys that they appeal to almost any age. Whether it’s a kid who needs someone to believe in or adults who just want to make believe, imagination and interaction are paramount for a figure’s success, manufacturers told TDmonthly Magazine.

“Our feedback with kids ages 5 to 10 indicates fantasy play and uniqueness are important action figure toy traits,” Jeanne Starr Gater, president and CEO of Castleberry Toys Inc., shared with TDmonthly Magazine. “Kindergarten and first-grade children who have played with our talking action figure toys treat them as though they're real. Questions abound with the Supa Dupa Babee hero himself because they want to know if he's real. ‘Can he fly in the skies with his wings on his boots and his hat for real?’”

Andrew Witkin, director of marketing for Mega Bloks, believes that the more interaction kids have with their action figures the better.

“In order to secure the interest of kids, action figures must offer more than just traditional play patterns,” Witkin told TDmonthly. “By offering the construction aspect, action figures provide a more diverse play pattern that offers interactivity, customization and collectibility. Kids can mix and match different building parts of our Dragons or MagnaMan to create dedicated or unique figures, which creates more varied possibilities for their play.”

But kids aren’t the only consumers of action figures, reminded Jeremy Padawer, vice president of JAKKS’ boys entertainment marketing, who oversees the company's WWE, Dragon Ball Z and Rocky action figure lines.

“In 2005, somewhere between 25 percent and 30 percent of buyers of action figures were males 18 years of age and older,” Padawer pointed out. “Because of this, there is a tremendous need for constant communication between action figure manufacturers and consumers so that we can bring to market the types of products that these adult collectors will purchase, which are authentic, highly decorated and detailed goods.”

Whereas kids will often gravitate toward action figures they’ve seen on television or in the movies, said Gater, Geoff Becket of Shocker Toys noted that adult collectors have other interests … including independent comic books.

“Our new 6” figures with 20 points of articulation Indie Spotlight line will bring icons of the Independent Comic Universe to comic shops all over the world and into the homes of the fans who have come to love them,” Becket told TDmonthly. “Companies who have signed onto Indie Spotlight include Top Cow, Troma, AAApop, Blue Water Productions and King Features. Some characters in the Indie Spotlight include Magnus Robot Fighter, Dick Tracy, Lone Ranger, Grim Jack, Fallen Angel and Judge Dredd.”

Although the Indie figures might not be the snuggle in bed kind, the emotional attachment that collectors have to them isn’t dissimilar to the connection that Gater sees in kids with their mini heroes.

“Parents have reported that 2- and 3-year-old kids take Fawnee to bed with them and keep pulling her leg so they can hear her musically repeat: ‘make a wish for your dreams ... I'm your friend always,’” concluded Gater.

Here are some of the new action figures that manufacturers are hoping will be friends to collectors and kids everywhere: