Action figure is a child’s toy, often comes
from a film, comic book, video game, or television program. These action figures are usually sold to boys and girls. It is argued that action figures
are particularly popular with boys because they represent traditional masculine
traits and are closely associated with the public sphere. 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.
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.
Takara, still under license by Hasbro to
make and sell G.I. Joe toys in Japan, also manufactured an action figure
incorporating the licensed GI Joe torso for Henshin Cyborg-1, using transparent
plastic revealing cyborg innards, and a chrome head and cyborg feet. During the
oil supply crisis of the 1970s, like many other manufacturers of action
figures, Takara was struggling with the costs associated with making the large
11 ½ inch figures, So, a smaller version of the cyborg toy was developed,
standing at 3-3/4 inches high, and was first sold in 1974 as Microman.
