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 Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.

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ACKIE88
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PostSubject: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Mon Jul 06, 2015 4:23 am

I found this Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.

http://news.sky.com/story/263699/modern-action-man-not-hard-enough

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Tue Jul 07, 2015 2:50 am

What did you think about the article Ackie?

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Tue Jul 07, 2015 12:32 pm

Good find, Ackie. I saw that a while back Cool

Quote :
Falling sales of Action Man figures are being blamed on the doll becoming too politically correct.

I don't think so, the article is dated 2004, by that time MAM had been out 11 years, and in that time MAM was a phenomenal success, just look at how many sets there were in those years. Toy fads come and go, there's always going to be a 'falling sales' period at the end of a toy's life. I think the main culprit was Playstation and the rising intrest of internet leisure. There's also a bit of voice in that from fans of the the original Action man range, who are still upset that the 1990's Action Man wasn't like the original one. Just look how fast youngsters grow up these days, they are now given an I-thingie device and have access to the internet when they are very young, so they don't get much chance to play with proper toys like we did Sad

It's been nearly 10 years since the 'Modern Action Man' (MAM) range went off air (2006) So i think it's time for Hasbro to dust off those Action Man tools for 2016 and present the super cool hero to another new generation. I have some great ideas for new sets and colour schemes..

Anyone for a MAM snooker player set, tennis set, Ho-use Of Com-mons set, a MAM Vet set, road sweeper set, MAM Estate Agent, or any public services set ? These are very PC. lol!

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Tue Jul 07, 2015 1:27 pm

I think they could go in the vein of Hot Toys and their ilk, but modern warfare style figures, I think that sort of style would appeal to the Call of Duty generation.

Good call on the themes though, clivvers
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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Wed Jul 08, 2015 3:54 am

eccy79 wrote:
I think they could go in the vein of Hot Toys and their ilk, but modern warfare style figures, I think that sort of style would appeal to the Call of Duty generation.

Good call on the themes though, clivvers

Thanks,

If Hasbro did bring back Action Man again i don't think they would do anything similar to what's already out there from specialist toy manufacturers like DID, bbi, Hot Toys and the likes, because those action figure manufacturers already supply more than enough for war toy needs of teenagers and adult collectors. Hasbro just wouldn't be able to compete with them, it would be like financial suicide.

Action Man, The Greatest Hero of Them All.
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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Wed Jul 08, 2015 11:09 am

What always got me with the PC alterations from how MAM initially was. You got Bright/garish coloured attire and still have missile firing equipment. O An Animal that fired missiles lol

They should have done as Palitoy did, Keep the military and play with the other fields. Also changed that DAMN body to something more articulated.

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Wed Jul 08, 2015 7:45 pm

Stonewall wrote:
What always got me with the PC alterations from how MAM initially was. You got Bright/garish coloured attire and still have missile firing equipment. O An Animal that fired missiles lol

They should have done as Palitoy did, Keep the military and play with the other fields. Also changed that DAMN body to something more articulated.

I think Hasbro were tapping into what was fashionable and popular at the time. Some of the films that were popular around that time (late 80's & 90's) were: Indiana Jones, James Bond with all it's gadgets, Men in Black, plus many other action packed films with big weapons and vehicles. Extreme sports and popular street culture also ended influencing the MAM range (MTB, BMX and Flint's Skatebord thing?). Also around that time there was the worrying Gulf Wars, which were becoming very unpopular with folk worldwide, so 'close to home' war toys were probably going to become unpopular again and affect Action Man's sales, just like what happened to G.I.JOE back in the late 1960's (anti vietnam war protesters) That's why Joe was reinvented into the Adventure Team, a fantastic range. MAM does have an Adventure Team vibe to it in places Wink  

Modern Action Man (MAM) was specifically aimed at a new generation of youngsters and not the original generation. Action Man and his animal friends fighting together against an evil enemy is always going to be cool through the eyes of the new younger generation. Hasbro most definitely did their careful research for new sets with specially chosen adults and youngsters behind closed doors, before releasing anything onto the toy market. Hasbro probably collected data via questionnaires as well (box ticking). The garish colour of MAM was definitely aimed at the younger age group. Colour is very important in a toy through younger eyes, colour screams from a toy shelf  "here i am, come buy me!" (££££). I can remember the original 'Stock Car Smash Up' set back in the day, the cars were brightly coloured, and no doubt the bright colours helped sell that set. It was a 'Number 1.' Christmas seller in 72/73, it had sold out everywhere, i was lucky enough to get a set from Bentalls in Kingston, Surrey, i rememeber that sortie to that premium shop very fondly, and done via a 406? Bus (mum & me).

I agree about the early MAM having very limited articulation, the later ones were much better. I think the big muscles of MAM reflect all the hero characters in action packed films from that time, not forgetting the extreme sporting stars that were also on Cable/Satellite TV back then. I also think WWF wrestlers played a big part in influencing MAM's body design.

What i like about forums is, it's a good place to have detailed discussions, share ideas, and input personal views about our hobby. There's some intresting input in this post so far, i hope it stirs some more intrest. Over to you Ackie, ' the post host ' bounce

Thanks Jason cheers

"Action Man, The Greatest Hero of Them All" cheers  

M.A.M.M.O. (C) Ackie 2015. most definitely to run alongside A.M.M.O! lol!

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Thu Jul 09, 2015 3:52 pm

Falling sales of Action Man figures are being blamed on the doll becoming too politically correct. When the toy was launched in 1966, Action Man was a no-nonsense, hard-fighting military man. A generation of boys grew up with soldiers - mostly from the Second World War - dressed in British, German or US uniforms and with an array of realistic weaponry.

But recent years have seen the once proud warrior transformed into an extreme sports enthusiast.

In place of military khakis he now wears garishly coloured Lycra and is marketed as a surfer boy, off-road biker or robot hunter.

My answer for this is Action Man was launched in 1966, Action Man was a no-nonsense, hard-fighting military man. A generation of boys grew up with soldiers - mostly from the Second World War - dressed in British, German or US uniforms and with an array of realistic weaponry, THAT WAS THERE GENERATION, Action Man from 1990s till 2006 had seen the transformed into an extreme sports enthusiast, wore coloured Lycra and marketed as a surfer boy, off-road biker or robot hunter BECAUSE THAT WAS MY GENERATION, the times had moved on from When Action Man was launched in 1966.

However, the transformation appears not to have worked, with toymaker Hasbro reporting a drop in sales of 45% in the past three years. THAT'S BECAUSE when they introduced Action Man back in 2006 they were just talking some of the 1990s figures and just changing they clothes colour scheme, using a lot of plastic moulded clothing GGGGRRRRRRRRR and having stiff arms.

Ronnie Dungan, editor of Toy News magazine, told The Sun newspaper: "He used to be a fighting man. Now he's in cycling shorts. My answer to that is because kids liked cycling and it got them outside playing.

But Hasbro spokesman Carol Evans said: "When Action Man was launched he had a military heritage but he was also a footballer, pilot and deep-sea diver. My answer to that is THEY IS NOTHING WRONG WITH FOOTBALLER, PILOT AND DEEP SEA DIVING, with the deep sea diver you could play with him in the bath have portend underwater missions.

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Thu Jul 09, 2015 3:59 pm

I totally agree with clivvers on that the main culprit is Playstation and other game consoles and the rising intrest of internet gaming. I also agree on the other thing clivvers said Just look how fast youngsters grow up these days, they are now given an I-thingie device and have access to the internet when they are very young, so they don't get much chance to play with proper toys like we did.

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PostSubject: Re: Sky News report on Modern Action Man Not Hard Enough from Monday 26 April 2004.   Fri Jul 10, 2015 3:30 am

Very well put, Ackie!

Was you quoting from an article, i'm sure i've read that somewhere before  scratch

There's nothing wrong with wearing Lycra and off road cycling, mountain bikes came about on mass in this country in the late 80's early 90's, it was a very popular activity and still is today, so naturally a MTB in the MAM range was going to be very popular. I'de rather wear Lycra cycling trousers than tight jeans on a bike, because wearing tight pants whilst cycling can affect the future family tree! lol!

I like the path Lanard Toys have taken with their action figure range, especially the 12" animal/figure sets cheers I think the Ultra Corps figures are pretty good, especially the early bodied ones ( i recently found a early UC fireman at a booty) I also don't mind the later molded on clothed figures, they are cheerful, colourful and fun. Lanard do so many cool sets, which have their fair share of highly detailed weapons, these are perfect for MAM & vam, the weapons can be painted and weatherd to personal taste. Lanard sets are very cheap and good value for money, their range represent 'Toy' action figures perfectly and ideal for folk on a tight budget. UC fill the gap now that MAM is not on the toy shelves any more, if a gap is left, then someone will come and fill it.

I just wish Hasbro gave me the key to the MAM tool shed  Wink  bounce  bounce  

http://actionmanmobileops.forumotion.co.uk/t3330-have-fun-with-your-s-u-b-in-the-bathtub

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