Mattel's Heroes in Action

Mattel's Heroes in Action is easily in the top 3 PlaidStallions "Hey I had this toy as a kid" emails we get. The line's military flavour is unique during a time when war toys weren't quite in vogue.

I remember them mainly from the gorgeous comic book ads but I never saw them as a kid, quite a beautifully designed series.

You can the 1975 Mattel Heroes in Action Catalog and the 1976 Mattel Heroes in Action Catalog here.

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Mr. Action Fighting Men!

LJN's Mr Action was a lower cost GI Joe knock off that judging by all the parts and pieces I find, sold pretty darn well in the early 1970s.

This seems to be an attempt for LJN to knock off Mattel's Heroes in Action trading on Mr Action's name.

I honestly don't know if these ever got made.

1975 Mattel Heroes in Action Catalog

 During a time when many toy companies were shying aware from realistic military toys thanks mostly to the Vietnam conflict, Mattel toys launched Heroes in Action.  Heroes in Action was a very early attempt at the 3 3/4" figure market made popular by the Fisher Price Adventure people and later Star Wars, it's crew comprised of muscular dogfaces with bulging biceps and "rat-a-tat-tat" sound making ability. Heroes in Action wasn't a smash hit and many simply don't remember it but Mattel ran it two years and it seemed to be particularly popular in Italy.    
Click Here to visit the 1975 Heroes in Action Catalog
More Heroes in Action

1976 Mattel Heroes in Action Catalog

Vintage Toy Store Photos Volume 12

It's time once again to be whisked back to a simplier time, one that was dominated by "Mom and Pop" toy chains and the wonderful, almost chaotic way toys were distributed.

Plaidstallions Vintage Toy Store Photos volume twelve is different from previous entries in that it features images from a photo album of a former Mattel employee, who seemed to in charge of taking shots of retail displays and while Mattel stuff is in the foreground, there sure is a lot of neat stuff going on in the background as well.

I'm happy to announce that this find of photos insures that volume 13 and 14 will follow shortly this year as well. Until then enjoy a nice view of vintage polaroid goodness with the likes of Barbie, Hot Wheels, Battlestar Galactica, Heroes in Action and the gang at Sesame Street.

Click here to Visit Vintage Toy Store Photos Volume 12.


And of course, if you haven't already please check out parts one through eleven by visting the vintage toy store gallery page.

Toy Questions Part 3: Heroes in Action

This question comes in once a month, like clock work:

"I had these soldiers that were 3 3/4" and secured to a base, they made clicking sounds to simulate gunfire"

They are Mattel's Heroes in Action line, a neat little line of 3 3/4" soldiers that seems to have sold much better in Europe than here. I pictured the SWAT set up there for variety but the majority of the line was military themed.

I think the concept and execution were solid but it may have been too soon after Viet Nam for these things to be popular.