Mego makes a Comeback but will it make our Mar…

classicmarvelera:

In the early 70s, boys were reading comics of their favorite superheroes. A decade earlier, animated features became a reality but there was something missing. A toy concept that would allow superhero fans to interact with their favorite characters. For girls there were dolls but could the same be done for their male counterparts? The answer was yes and the company that introduced this new concept or set the trend was Mego Corporation

Before the company coined the term “Action Figures”, this new toy concept was rolled out as “Superhero Dolls”. The company’s “World’s Greatest Superheroes” line was launched which had both Marvel and DC characters 

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As one can see, the action figures came with washable clothing and removable accessories. This approach would be partially replicated in 2002 when Marvel launched its articulated action figures line i.e. Spider-Man Legends which would be a pre-cursor to Marvel Legends. For the moment, Mego has re-launched DC & Star Trek action figures but it is expected that they’ll be launching Marvel line soon

The impact of Mego can be understood by the fact that when the company went bankrupt in 1983, there was no one to replace it for Marvel fans for almost a decade. DC had partnered with Kenner-Parker Toys, however Marvel’s Secret Wars stint with Mattel was brief so it took 8 years before Toy Biz emerged with its Marvel action figures line in early 90s 

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For Classic Marvel fans, Mego Action Figures hold a special place in their hearts. After all, this was the world’s first ever superhero action figure line with “full articulation”. To revisit Marvel’s Mego collection in the Classic era, here are some of ads that were published in Marvel comics back in the day 

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