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.

[brannon86]

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

[turnbolt]

I do love these. Here is quick pick of my setup just to keep this thread alive!

[palitoy]

Geez you're an uber fan, nice stuff!

[Bionicfanboy66]

Awesome display, Turnbolt. Had a few of these back in the 1970's. Another line that should be revisited. IIRC, the SWAT line was produced to capitalize on the popularity of the TV series SWAT.

[ben138]

These were awesome. I remember a local grocery store had a huge display of them,

[SainthoodDenied]

These guys were awesome, me and my best friend had a good collection of them back then, the swat and army guys both, he even had the swat van, my favorite was the standing guy with the 45 pistol and cap instead of a helmet.