In the 1980s, cartoons and toy lines would often team with a comic company to create a tie-in. With 1984's MARVEL SUPER HEROES SECRET WARS, the comic company took a page from that playbook and set up the Secret Wars toy line at Mattel. In addition to two different series of 4.5-inch action figures that came with a lenticular shield, this line expanded the world by offering playsets, motorcycles, gliders, helicopters, and the iconic Doom Roller. Doctor Doom, Dr. Octopus, Kang, Magneto, Wolverine, Hobgoblin, Daredevil, Baron Zemo, and Black Costume Spider-Man all made their action figure debut in this retro classic line.
Marvel Super Heroes
By the 1990s, the Marvel toy license would shift over to Kenner, which led to the creation of the Marvel Super Heroes series that kicked off the decade. Characters likes Spider-Man, Captain America, Hulk, Doctor Doom, Daredevil, Punisher, Dr. Octopus, Silver Surfer, Iron Man, Thor, Green Goblin, Venom, Annihilus, Deathlok, Invisible Woman, Human Torch, Mr. Fantastic, Thing, and U.S. Agent made the cut this time around. These figures also came with action features and accessories that more accurately reflected the characters’ powers as seen on the page. The first Punisher toy even came with cap-firing guns! Toy Biz also expanded into other realms with talking figures, 12-inchers, playsets, and vehicles.