Action Man

The 1/6th scale Action Man was another product imported to the UK from America, where he was launched under the name GI Joe by Hasbro in 1964.

Action Man hit British stores in 1966, manufactured under license by Palitoy (of Coalville in Leicestershire). At first, the 11″ boxed “action figure” (retailers were told they should under no circumstances call him a “doll”) was either a soldier, a sailor or a pilot, although a range of alternative uniforms and weapons packs were sold separately.

The first three figures sold for 32s 11d each (the equivalent of six gallons of petrol or 13 pints of beer at the time), and came with basic American-style uniforms, an oversized plastic dog-tag, and a manual showing all the positions you could twist your Action Man into, and all the equipment you could buy for him to use.

A million figures were sold in the first 12 months, and Action Man was officially named ‘Boy’s Toy of the Year’.

In 1968, a fourth boxed figure was added to the range – a Talking Commander with a pull cord and a number of randomly spoken phrases: “Patrol fall in!”, “Enemy in sight!”, and “Hold fire until I give the order!” among them.

Gradually, Action Man became more British as various guards’ uniforms were produced for him, complete with plumed helmets, breastplate and spurs. A cricketer was introduced, and a footballer who could be kitted out in the colours of the big clubs of the day.

Action Man’s appearance changed noticeably by 1970 with the introduction of realistic-looking flocked hair. There were also updated uniforms for the boxed figures – a new soldier uniform (this time with a machine gun) and a new updated sailor outfit.

There were also new non-military roles for Action Man – the Sportsman and the Adventurer – and a whole range of new accessories, including 1969’s base camp set (including an orange tent, a Union Jack flag and assorted bits of mountaineering kit) and the Polar Explorer accessories, including skis, snowshoes and a husky-pulled sledge. There was even an astronaut with a silver suit and helmet, and his own one-man space capsule.

In 1973, Action Man’s hands changed from hard, rigid plastic to softer, rubber “gripping” hands – modelled on the hands of Palitoy’s chief designer Bob Brechin (and shipped back to the US for fitting to the GI Joe figures as the “Kung-Fu grip”) – and four new boxed figures and outfits were released.

A major change came in 1977 with the introduction of the famous “Eagle Eyes” Action Man, and 1979 saw the final major change to the vintage action figure – the addition of blue moulded trunks and a more “dynamic physique”.

The range was further extended with a lifeboatman, a helicopter pilot, a cowboy and a 7th cavalryman.

The sailor was retired by 1978, and the Adventurer in 1980 as the collection moved more towards space and a new sci-fi-focused direction. The legacy of Star Wars loomed large.

Production ceased in 1984, with the Palitoy company closing soon afterwards, followed by the Coalville factory.

Action Man has made several comebacks since then. In 2016, to celebrate his own half-century and the 50th anniversary of England’s World Cup football win, a special Bobby Moore figure was produced.