What Happened to Toys!?

What Happened to Toys!?
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Toy packaging from classic toy lines plays a significant role in shaping the identity and appeal of the toys themselves, becoming an essential part of the collecting experience. From the bold, eye-catching art to the practical designs, packaging has evolved through the decades, reflecting the culture and trends of the time while creating an emotional connection with collectors and children alike.

Early Packaging (1960s-1970s):
The 1960s and 1970s saw the rise of popular action figures like G.I. Joe (12-inch figures) and Mego superheroes. Packaging during this era was often utilitarian but laid the groundwork for what was to come. Many toys came in window boxes or blister packs, allowing kids to see the toy without opening it. The G.I. Joe figures, for instance, came in long, rectangular boxes featuring realistic artwork of soldiers, sparking children’s imaginations with scenes of battle and adventure. Mego figures were packaged in bright, colorful boxes with character portraits, making them instantly recognizable on store shelves.

The Kenner Era (1970s-1980s):
Kenner revolutionized toy packaging with their Star Wars line in 1977. The smaller 3.75-inch figures were packaged in simple blister cards with vibrant, photographic character art, often showcasing scenes from the films. These blister cards became iconic, featuring the Star Wars logo emblazoned across the top, a beautiful painted backdrop, and a clear plastic bubble showcasing the figure inside. The card backs often included images of all the other figures in the line, turning packaging into a marketing tool that encouraged kids to collect them all.

The same era saw Mattel’s Masters of the Universe figures in colorful packaging, with bold, comic book-style art. The packaging for figures like He-Man and Skeletor was highly illustrative, with the battle scenes on the card backs amplifying the excitement. Each figure's card had a mini-comic included, extending the play experience beyond just the toy, making the packaging itself part of the story.

1980s Action Figures:
As toy companies shifted toward smaller-scale figures, toy packaging became a key element in a toy’s marketing. G.I. Joe: A Real American Hero, launched in 1982 by Hasbro, had one of the most memorable packaging designs of the decade. The card art featured explosive, dynamic illustrations of each character in action poses against fiery backdrops. The back of the card included a detailed "file card" that provided a biography and stats for the character, encouraging kids to immerse themselves in the world of G.I. Joe. These file cards became so popular that many kids cut them out and collected them along with the figures.

Transformers also became iconic for their packaging, which combined elements of both robots and vehicles. The packaging featured the transformation sequences in comic-style art on the back, giving kids a preview of how their toy would shift between modes. The front of the box often had windows to display both the robot and vehicle forms.

1990s Boom:
In the 1990s, toy packaging began to reflect the bold, exaggerated art styles popular at the time, especially in comic book-inspired lines like X-Men and Spider-Man from Toy Biz. The packaging was saturated with bright colors, dynamic illustrations, and comic-style fonts. The back of these cards often included character bios or “power ratings,” feeding into the collector's mindset of acquiring the most powerful or rarest figure.

Teenage Mutant Ninja Turtles, launched by Playmates in 1987, had colorful, graffiti-like packaging that fit perfectly with the quirky, urban vibe of the show. Each figure came in blister packs with highly stylized art, and the back of the cards had detailed profiles, weapons lists, and often showcased the wacky accessories included with each turtle.

Playsets and Vehicles:
Larger toys like playsets and vehicles had equally impressive packaging. The Millennium Falcon from Kenner’s Star Wars line was sold in large boxes that featured stunning box art with action-packed scenes of the Falcon in battle. Similarly, Castle Grayskull from Masters of the Universe was sold in packaging that showcased the enormous playset in a scene of epic fantasy, appealing to kids’ love of adventure and action.

Today, vintage toy packaging from these classic lines is highly collectible in its own right. Packaging that is still sealed or in good condition can dramatically increase a toy’s value. Collectors often seek not just the toy but the entire experience that comes with the original art and design of the packaging. The allure of vintage toys is often tied to the nostalgia of seeing those figures encased in the plastic bubbles or window boxes, exactly as they appeared decades ago on the shelves.

Toy packaging from these classic lines wasn’t just functional; it was an extension of the toy's universe, offering a gateway into the imaginative worlds that kids loved.