Captain Action - Historical Overview

Historical Overview

Toy developer Stan Weston went to Hasbro's Don Levine with the idea of an articulated doll in the form of a soldier — a basic figure, and with limitless accessories. Levine and his Hasbro team took the concept, making it into G.I. Joe, the first, modern, action figure for boys — and the first to carry the action figure generic name, an attempt to remove the term "doll" from a toy for boys. Weston took his money from the G.I. Joe venture and founded his own licensing company, representing DC Comics, Marvel Comics, and King Features Syndicate.

After the success of G.I. Joe, Stan Weston's company, Leisure Concepts, then brought the idea of a new, articulated, twelve-inch (305 mm) action figure to Ideal Toys Corporation, who were seeking an action figure of their own, to remain competitive in the toy market. Weston proposed Captain Magic, a many-in-one hero, who could adopt the guise of several heroes, all of whom Leisure Concepts represented. The name was changed to Captain Action, and first marketed by Ideal in 1966.

The figure itself had a rather sad and worried expression, a strange shaped head (so the masks of the various heroes would better stay in place over it) and a more detailed musculature than G.I. Joe's. The original Ideal base for the line was Captain Action in his blue and black uniform, with lightning sword and ray gun included in the box. Separate Superman, Batman, Lone Ranger, The Phantom, Flash Gordon, Captain America, Sgt Fury, Steve Canyon and Aquaman costumes (with accessories) were available; the next wave (1967) added Spider-Man, Buck Rogers, the Green Hornet, and Tonto, with a Blue Lone Ranger variation (matching the still popular Clayton Moore series) and collectible flicker rings in each box.

In 1967, Captain Action proved popular enough to expand the line, adding a partner, Action Boy, and an enemy, Dr. Evil, a blue skinned alien with large bug eyes and an exposed brain, wearing a modified Nehru suit and sandals. A line of female figures was also released called the "Super Queens Posin' Dolls", which featured Batgirl, Mera, Supergirl, and Wonder Woman figures. Unlike Captain Action and Action Boy, the Super Queens dolls were each individually based on a singular superheroine (instead of a base "Super Queen" doll with interchangeable outfits). Also, a vehicle called the "Silver Streak," a 2-foot-long (0.61 m) amphibian car with missile launchers, was added, large enough for both the Captain and sidekick. Several sets meant to be used by Captain Action in his Captain Action identity was designed for the character as well: a four foot working parachute, a jet mortar, a jet pack, weapons arsenal, and several other secret weapons to add to the Action Cave, which the special box for the Streak could convert into. Both the Captain and Dr. Evil received "secret lairs," which doubled as carrying cases for the figures, but which are now quite rare. All this was an attempt by Ideal to build the "Action" line and focus on Captain Action as a hero in his own right, rather than just a base figure for other heroes.

After just a few years, the Captain Action line declined in sales, in 1968, Ideal Toys discontinued it. Though Captain Action was produced for only two and a half years, the characters and accessories have become amongst the most fondly remembered, and expensive to obtain on the collector's market, action figures of the era.

Throughout the 1970s, Captain Action leftover uniforms and boots were used on knock-off, blow-molded figures from China (where the original was cast and assembled) and Ideal itself reused the original body molds to rush a Star Wars-like toy to the market, the Knight of Darkness, in 1977. Captain Action collectors would buy the figure (cast in black plastic) often using the hands to replace the sometimes missing hands of the vintage figures. The Ideal Toy company's S.T.A.R Team toy line was deemed copyright infringement by LucasFilm, and resulted in a failed lawsuit by George Lucas.