Varner had no desire to do battle with the Mattels of the world. He was looking for a niche in the smaller market of collectible figures, which appeal to people in their late teens to mid-20's and make up 15 percent to 20 percent of the total market, according to NPD.
The success of Varner's products may lead other small companies to start lines of subculture figures, Oat said.
"People are starting to see that action figures don't necessarily have to be about a character in a movie or a cartoon," he said. "Toys can be about fashion or lifestyle and that can appeal to a broader audience."
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