What company has had the most impact on how action figures are designed and manufactured over the past decade? The answer to that question is easy -- McFarlane Toys. Starting with his first Spawn series in 1994 Todd McFarlane has created figures that have blown away the competition in both detail and value. In 2001 McFarlane Toys, which consistently ranks among the top five companies in action figure sales, will continue to create toys that will satisfy the most demanding collectors while expanding its line to encompass market niches that others have never even considered. But the company is also making a strong foray into the mass market, challenging the mega-toy companies in the difficult arena of movie-licensed products. We're covering the McFarlane line in three articles. In addition to Shrek, sports figures, anime, and the Cliver Barker line, see Part II for figures based on art by H.R. Giger, the latest Movie Maniacs, icons of rock and roll, videogames, and of course, Spawn. Part III features primarily graphics, from Akira, Movie Maniacs, rock and roll, and videogame figures. Here's a quick overview of this year's most ambitious lineup of action figures.
Shrek
Shrek is a computer-generated animated feature from Dreamworks that features the vocal talents of Mike (Austin Powers) Myers and Eddie (The Klumps) Murphy. This down and dirty comedy centers on Shrek, a typical swamp troll (voiced by Myers), whose life is continually interrupted by a stream of simpering refugees from just about every fairy tale imaginable. The extensive Shrek line from McFarlane includes talking figures as well as highly detailed dioramas of Shrek's dumpy domain (which features an outhouse that comes complete with sound effects). The quantity and quality of Shrek products demonstrates that McFarlane Toys is ready, willing and able to compete with Playmates (Tomb Raider), Hasbro (Monsters, Inc.), Toy Biz (Fellowship of the Ring) and Mattel (Harry Potter) in the mass market movie schwag sweepstakes.
Sports Figures
The big news here is the addition of professional football to McFarlane's Sports Picks line of sports figures. The sports action figure category has long been dominated by Hasbro/Kenner, but thanks to a deal with the NFL Player's Association (see 'Todd Raises the Ante'), McFarlane Toys is readying a dynamic series of seven of the best players to ever grace the gridiron: Kurt Warner, Warren Sapp, Edgerrin James, Randy Moss, Emmitt Smith, and Eddie George. The football action figures will be in stores in August along with McFarlane Toys latest series of hockey greats that includes goaltenders Jose Theodore, Martin Brodeur, and Ed Belfour, along with front line players, Peter Forsberg, John LeClair, and Mats Sundin. These highly detailed sports figures stand 6 to 61/2 inches high, feature superb likenesses, and contain varying points of articulation depending on their sport and position.
Anime Series 2
Nothing demonstrates McFarlane Toys' ability to compete for a niche market more clearly than its series of high quality anime figures, which are priced far lower than comparable imports. Series 2 includes figures from classic films (Akira, Armitage III, Ghost in the Shell) along with Soul Taker, a striking grim reaper-like figure from a brand new anime. The series includes: Akira from Akira: Major Motoko Kusanagi from Ghost in the Shell: Tenchi Masaki from Tenchi Muyo!; Naomi Armitage from Armitage III; the clown bike gang leader from Akira; and a spectacular boxed set of Kaneda on his red motorcycle from Akira. With the re-release of Akira (see 'Akira Gets a Facelift') and the heat of anime in the specialty market, this series of figures should fly off the shelves when they hit the market in September.
Clive Barker's Tortured Souls
Here's another innovative and edgy line of figures from McFarlane Toys, which should reach stores this summer. These spectacularly detailed, highly disturbing figures come from the twisted imagination of British horror scribe Clive Barker. No other toy company would take a chance on a line aimed at such an adult (and twisted) demographic. Stores with any sort of a goth clientele should be able to be able do well with this innovative line of figures, each of which comes with its own 1000-2000 word story installment. When all six figures are collected, the stories combine into a novella outlining the origins of the Tortured Souls characters. See also Part II of our extensive McFarlane Toy Fair 2001 coverage.