From classic singalongs to stop-motion animation, action figure commercials have evolved along with the toys themselves. The journey from the early days of G.I. Joe to the dynamic stop-motion techniques used today reflects not only the changing times but also the industry's commitment to creativity and innovation.
In 1964, Hasbro introduced G.I. Joe, coining the term "action figure," and the first commercials for the newly launched brand were not far behind. This spot showcases static, diorama shots of figures with a singalong jingle. Two boys playing with the figures and a few lines of dialogue bridge the gap to the narrated sales pitch. The boxed toys appear roughly halfway through the commercial. After that, the figures are showcased with dynamic camera moves that start on the figure’s face and pull back to reveal the full figure followed by a diorama display of the entire figure line. The commercial ends with a dissolve back into the brand logo.
In 1972, Mego debuted their World’s Greatest Super-Heroes line which featured media tie-in with the comic books published by Marvel and DC Comics. The figures were similar to G.I Joe in build and design but had been shrunk from G.I. Joe’s twelve inch mark to a height of eight inches. Although some of Mego’s commercials didn’t shy away from showing the toys outdoors and in action, this 1975 commercial adopted a studio setting with longer shots and children displaying the figures. Interestingly, the camera movements throughout the commercial emulate those used in the G.I. Joe spot with the camera starting on the figure's face and pulling back to reveal the entire figure. Unlike the G.I. Joe spot, however, the call to action and full line reveal have been moved to the end of the Mego commercial.
In the late 1970s and 1980s, the action figure market witnessed a flurry of iconic brands and transformative changes. Kenner made waves with the introduction of the Star Wars line, shrinking action figures to 3.75". Following suit in 1982, Hasbro launched the G.I Joe: Real American Hero line, but with a twist—retaining G.I Joe's signature articulation, distinguishing it from Kenner's Star Wars line and its five points of articulation. Mattel, in 1981, brought action figures back up to the 5.5" mark with Masters of the Universe, and Playmates used a similar form factor in 1988 with their Teenage Mutant Ninja Turtles line. Additionally, Hasbro's 1984 launch of the Transformers line brought forth further innovations. Notably, the commercials for these action figure brands began to evolve too, showcasing the toys in action and captivating media tie-in shots.
As the 1990s arrived, several of these iconic brands began to face a decline. The once-loyal kids who grew up with these brands were starting to outgrow them. Consequently, toy companies were forced to refresh and revamp these classic brands. The brands were revitalized, making their way back onto store shelves in the late 90s and early 2000s. In parallel, action figure commercials underwent their own transformation, striking a balance between the nostalgic basics and innovative strides. Media tie-in shots and child actors took a back seat, making way for elaborate sets and effects, while disembodied hands became the go to.
As the audience for action figures has grown and evolved, so too have the commercials. Notably, collector action figure companies like Super7 and NECA have ventured in two different directions. Super7 embraces an influencer-based strategy, featuring longer runtimes that introduce team members who have worked on the specific line, showcasing prototype figures. The videos are accompanied by diorama-esque renders and tasteful graphics. In contrast, NECA opts for shorter runtimes, most around the 30-second mark, while embracing the magic of stop-motion animation. This innovative approach eliminates the disembodied hands, empowering viewers to explore where their imagination can take these figures. The stop-motion approach to action figure commercials is not unique to the collector market, however. Mattel has embraced this style of commercial with their Masters of the Universe Origins line which is marketed to adults and children alike.
The captivating history of action figure commercials showcases a fascinating evolution from the early singalong spots to the innovative stop-motion animations we see today. Each era reflects not only the changing trends in the toy market but also the creative approaches used to engage audiences. While we've explored some iconic brands and trends, this journey is by no means exhaustive. The action figure market and its commercial landscape continue to grow, offering endless possibilities for future campaigns. As toy companies and advertisers alike seek to capture the imaginations of fans both young and old, we can look forward to more exciting, imaginative, and nostalgic commercials that celebrate the enduring appeal of action figures and the joy they bring to generations of collectors. So, stay tuned, because the action has only just begun!
If you need help bringing your toys to life, we’d love to help. Contact us here on our website.
