Action Man

When G.I. Joe was launched in the United States in 1964 it was a revolutionary concept. The very idea of a boy playing with a doll seemed strange to say the least. But when he was launched, 'Joe' attained instant popularity. Kids, it seemed, loved the new figure and word of his success soon reached the UK.

A British subsidiary of the giant General Mills Corporation (of which Hasbro was a part), decided to launch the doll in the UK. GI Joe was far too American sounding, so the name was changed to Action Man after the very popular Danger Man TV series of the time.

The first Action Man’s hair was painted on and his body was made of hard plastic with interchangable limbs. Sexy. He had a scar on his face and initially the only uniforms available were from America. However, Palitoy soon brought out further ranges of clothes to fit Action Man’s European environment including a range of international WWII outfits.

Action Man continued to develop over the years. 1970 saw the arrival of realistic hair and in 1971 Action Man grew a beard. Just as Action Man became more adventurous, reaching into space and deep under sea, so too did Palitoy.

More recent figures have larger heads with 'real' hair and gripping hands. Recent versions also wear blue trunks where the early figures are naked (even though they never had any discernible genitals!).