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Secret Wars was a 1984-1985 line of action figures and playsets, launched as a tie-in between Marvel Comics and the Mattel toy company. The line was a reaction to DC Comics' 1984 deal with Kenner Products for the Super Powers Collection. Mattel, concerned about losing the DC account to Kenner, made a similar deal with Marvel.
Many of these vehicles included action figures designed to be the driver/pilot of the vehicle. Other vehicles were sold separately, for use with any G.I. Joe character. In the late 1980s, Toys "R" Us also produced several exclusive lines of G.I. Joe toys, which were repainted and recast versions of previously released toys.
After Hasbro gained the rights to produce Marvel toys, the company continued with the theme of Build-A-Figure pieces. Also, Hasbro's new molds mostly eliminated finger joints, a mainstay of the Toy Biz era, and the comic book pack-ins. All the figures in the Terrax and Arnim Zola waves were labelled with a "The Return of Marvel Legends" sticker.
In 2005, the division would start to use the name Marvel Toys, as well as Toy Biz, to reflect the Marvel Cinematic Universe. [2] In January 2006, Hasbro acquired the Marvel Comics toy license, to release its first products in January 2007. The division attempted to continue with non-Marvel licenses, but became inactive by fall 2007. [3] [4]
Winning the license away from Knickerbocker and Mattel in 1982 with an emphasis on action and art, Kenner devised hidden mechanisms within the figures that would trigger an action when the figure's legs or arms were squeezed. This emphasis on each figure's "super power" led to the naming of the line: "The Super Powers Collection".
The TMNT already had a popular animated series, but a 1990 live-action film was such a smash, it made related merchandise a must-have that year—and for much of the '90s. BUY NOW Getty Images