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, […]

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 […]

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 […]

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 […]

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 […]