The staying power of "GI Joe," the American military toy icon, is coming under heavy fire as rivals like "Tora Bora Ted" join the ranks in the growing field of action figures.
Toy makers in the US and around the world are rushing to cash in on the growing appeal for action figures that embody heroic sentiments since the Sept. 11 attacks on the US.
This year action figure staples like GI Joe probably face their toughest competition ever as a new crowd of military action guys try to grab a slice of the segment.
A number of toy makers are using contemporary themes such as the US' current anti-terror war to battle it out with the likes of "GI Joe," made by the world's No. 2 toy maker Hasbro Inc.
The new line of action figures presented at this year's American International Toy Fair in New York feature not only fire fighters and police brigades, but US soldiers now fighting in Afghanistan.
There is also a line of action army figures made by a Hong Kong-based toy maker Dragon Models Ltd whose theme is base on the US Army raid in Mogadishu, Somalia. That military action is also the subject of the hit movie Black Hawk Down.
Last year, action figures sales in the US rose a stellar 36 percent to US$1.62 billion from 2000, according to data provided by market research firm The NPD Group Inc. That growth made the action figure toy segment the fastest growing in the US toy industry last year.
But during the week of Feb. 10 the action figure toy segment also continued to make waves at the US Toy Fair exhibition, with industry participants saying they expect to see continued strong sales this year as well.
Topping the list of the contemporary action figures is a new line by Dragon Models called the "American Freedom Fighters: Live from Afghanistan front line."
That line is also accompanied by individually named figures from another new Dragon action figure set, which includes "Tora Bora Ted," a Delta Force special operations soldier.
His mission is centered around Tora Bora, a mountainous stronghold in Afghanistan that is riddled with caves, where American soldiers battled Taliban fighters in their anti-terror campaign.
Tora Bora is also thought to have been the hiding place for Osama bin Laden, the world's most wanted men.
"A lot of people are aware of the military aspect of our country in Afghanistan, so through these action figures we hope to get them close to the action, in a safe way," said Anthony Chin, vice president of California-based Marco Polo Import, a US distributor for Dragon Models.
"This is becoming big business and everybody is trying to get into it," added Chin, who spoke on the sidelines at Toy Fair.
While action figures like police and fire fighters are still commanding appeal following the Sept. 11 attacks, more attention this year seems to be turning toward military-themed merchandise, particularly as the US anti-terror war continues to top media coverage.
The little soldier figures come replete with life-like weapons, uniforms and blocks of terrain that resembles the real battle front.
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