Serious collecting of Action figures increased rapidly during the 1980s. Serious collectors began to buy the toys and keep them in their original packaging for display as collectibles rather than as toys. This forward surge in collecting led to the toy companies producing a huge numbers of action figures.
One of the most popular series, Teenage Mutant Ninja Turtles action figures were produced in such huge quantities that their collector value was seriously diluted and remained very low. During the 1990s decade Spawn Star Wars figures were produced in massive quantities and action figures were no longer just childrens toys. ToyFare magazine which was a new publication recording news and nostalgia about collectible toys became popular with mature collectors.
As the Internet surged forth in the late 1990's, websites such as Toy News International were created to publish information about collectible action figures.
Some very popular action figures were dressed in specialized types of costumes. Batman for example was produced in a wide array of different figures including Arctic Batman, Neon Armor Batman and Piranha Blade Batman to name a few. Glow-in-the-dark figures and accessories for them started to become popular in the early 1990s, including such favorites as Swamp Thing and Toxic Crusaders. The figures as a whole became much more muscular in build, and far exceeded the muscular build of even the greatest human body builders.
The collector market for many types of action figures is presently growing rapidly with companies including McFarlane Toys, NECA and Palisades producing very popular action figures. These are of course intended as display items rather than simply as toys, but some figures while aimed at children, such as the revival of Justice League Unlimited, and Masters of the Universe, are sought as adult collectibles also. Comic book figures which are popular with some collectors are produced by companies such as DC Direct and Toy Biz.
Certain adult-oriented collectible action figure lines are sold exclusively by chain stores rather than other smaller retail outlets. Some popular figures are often made available only by means of mail-in offers, and at comic book conventions which raises their collectible values due to lower production numbers. Such unfortunate and devious promotional ideas as intentional packaging "errors" and "short-packed" figures have been known to be used by certain toy companies for the express purpose of creating collectible value in these "Errors".
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