Shindana Toys for 1976

Shindana Toys for 1976

Shindana (a Swahili word roughly meaning “to compete”) toys was formed in 1968 after “Operation Bootstrap” was created. Their goal was to improve black self image by producing ethnically correct toys. According to their literature, they did this to promote understanding and love.

I’ve always wanted to do a feature about Shindana on Plaidstallions as their actions truly changed the face of toys. Before Shindana children of color often had to make due with crudely repainted toys if they could find any at all. Any look at a toy catalog in the early 1970s will see the dramatic impact Shindana had on the marketplace.

1976 was a hot year for the company, they were running with their successful baby dolls, had hot celebrities in the form of Jimmy Walker and OJ Simpson and they created IMO one of the most awesome action dolls ever, SLADE!

Visit the 1976 Shindana Toys Catalog Here.

More from 1976

About The Author

AKA Brian Heiler author of "Rack Toys: Cheap, Crazed Playthings" and co-editor of "Toy-Ventures Magazine". Co-Host of the "Pod Stallions" podcast. Host of the Brick Mantooth Youtube channel, painter, designer, writer, mental health advocate, toy collector, Mego, and Mego Knock-Off enthusiast. I have large feet, ADHD and I live in Canada. Talk toys, not others.


  • Arkonbey on February 26, 2010

    Man, I have to know what sort of adventures they had planned for Slade. I mean, ransom money, a climbing rope AND a Nomex fire-fighting suit? Wow! Had the Human Torch gone bad? I notice how they didn't give him a piece…

    It is awesome, though, with his blackspoitation backstory.I wonder if they planned on his nemesis The Man™

  • The Shitty Astrologer on February 26, 2010

    The OJ Simpson doll actually does look exactly like him…lolz, back in the day before all his accomplishments turned into acid.

  • John III on February 26, 2010

    I'd love to have that O.J. doll now! I could get a little prison outfit and dress him up…..

  • rob! on February 26, 2010

    What's with the Boil-In-A-Bag Slade doll?

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