The "action figures" a term first coined by Hasbro in 1964, to market their GI Joe figure to boys who will not play with dolls. G.I. Joe's first military-themed 11.5-inch figure proposed by marketing and toy idea-man Stan Weston. This show changed clothes with various uniforms according to different purposes. In a move that would create global popularity for this type of toy, Hasbro also licensed the product to companies in other markets.
This license has a different combination of uniforms and accessories are usually identical to those produced for the U.S. market by Hasbro, along with some sets that are unique to the local market.
The Japanese have at least two instances in which Hasbro licensee also issued sublicenses for related products. For example, Palitoy (UK) issued a sublicense to Tsukuda, a company in Japan, to manufacture and sell the accessories Palitoy Action Man 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 GI Joe toys in Japan, also manufactured an action figure incorporating GI Joe torso for Henshin Cyborg licensed-1, using transparent plastic revealing cyborg innards, and the chrome head and cyborg feet.
From 1972 to 1986 there is the famous line of action figures Big Jim is produced by Mattel. Source : Wikipedia
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