Get it at the Superhero Shop

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A bit of toy insider history today with this staged toy store shot from Licensing Corporation of America (LCA) who in 1977 handled the DC comics Superheroes. This four page ad, meant to entice toy manufacturers into licensing the heroes, shows the top licensors at the time which means lots of Mego product in the mix.
Check out the MegoMuseum Ad Archive for more toy insider information on the World's Greatest Toy Company and stay tuned to this blog for a big announcement!

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[Earth 2 Chris]

There's my Empire Ride-On Batcycle in lower left corner! Man, that is the stuff my dreams are made of.

Thanks for sharing!

Oh, and I could be wrong, but wasn't DC and LCA once owned by the same company, Kinney Services (which eventually bought Warner Brothers and became Warner Communications)? I seem to recall something like that, or at least some kind of corportate kinship.

Chris

[Mikey]

I know that place.
It's in my local dirt mall right next to the meat guy.
His prices are crazy and he wont budge on them.
Never sells anything

[EMCE Hammer]

The thing that jumps out at me is the Empire Batcopter molded in black. It looks 20 times cooler IMO, and looks like it fits right into Mego's vehicle line. Too bad they didn't stick with black.

[mitchedwards]

Wow, thats what MEGO heaven must look like

[Marvelmania]

Oh how I'd love to have that Batman Utility Belt set!

[Meule]

Oh, such beautiful toys... if only prices were still the same

[palitoy]

I know that place.
It's in my local dirt mall right next to the meat guy.
His prices are crazy and he wont budge on them.
Never sells anything

It does sort of look like the best flea market booth I've ever seen but the trouble is it's too clean and the clerk is far too presentable.

[imp]

ooooooohhhhhhhh. I love how staged it is, with loose Mego figures in the display case. What an amazing photo, with boxed Supergirl and Wonder Woman, no less.

What really surprises me is that Platform-carded Batmobile. By 1977 (that's the ad date, right?), I would have guessed that packaging was long-gone. I wonder if the 'inventory' pictured was purchased just for the ad, or if it came from some sort of LCA archives; the loose figures suggests the latter. That would also explain the appearance of the Platform card.

Man, I wish I had a time machine.

Too cool. Thanks for posting it, Brian!

Benjamin

[Surfsup]

I would love to raid that shop! Thanks for making me drool all over my keyboard .

[Wee67]

That is SUCH a blast back to the time when anything with a hero on it was a toy I desired. I really love the inclusion of some of the rack toys on the wall. Those things were within my savings range when I was a kid. The colors, the artwork... I swear if you lend me a time machine, I'll just walk around and look

[Ronin]

Man,
I had that little batcycle too. Rode it constantly down one of the ramps to the Brooklyn Promenade and would always slam head first into the fence that kept one from plummeting down into the BQE. Those were the days.

[toys2cool]

man that's just awesome! If only we could go back in time for a few minutes