1975 Mattel Heroes in Action Catalog

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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 of muscular dogfaces with bulging biceps and "rat-a-tat-tat" sound making ability. Heroes in Action wasn't a smash hit and many simply don't remember it but Mattel ran it two years and it seemed to be particularly popular in Italy.
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1976 Mattel Heroes in Action CatalogFor more Fashion Mockery and 70's toy love visit us at Plaid Stallions.com


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[Godzilla]

Man I loved those. Didn't they do a series of police as well?

[palitoy]

Yeah, SWAT followed in 76

[wayne foundation 07]

Man those put the little green plastic army men to shame those look like they would sell today.

[Godzilla]

Excellent! These will always remind me of my grandparents.

[PNGwynne]

I don't recall those at all, but *wow* they are nicely done.

So these were developed as Big Jim PACK was petering out, same years as Pulsar?

[torgospizza]

I never owned one of those, but remember them and always thought they looked kind of cool. Real Sgt. Rock-ish.

[ddgaff1132]

Remember these lil' guys. As mentioned above. These were the updated version of the classic little green army men. It was cool that each had a special action when you pushed or pulled their levers. Not exactly an action figure (Aka Doll). SO My Dad, A WW2 vet; Had no objection on buying me a few. I remember the detail for the time was impressive.

[The Nawd]

I remember these! Since I had tons of the little green army men my dad wouldn't let me get any of them. Cool to see them again after all these years.

[dogman67]

I had many Heroes In Action figures back in the day. Loved them. Love seeing the display. Thanks for posting this.