Action Man 40/40 exhibition guide Clutter Magazine by Clutter Magazine

Action Man was first introduced in the UK in 1966, produced by Palitoy under license form Hasbro. First edition figures had painted blonde or black hair and were cast from the same moulds as original GI Joe figures from the US. Later figures had flocked hair, gripping hands and the famous ‘Eagle eyes’. The first series ran from 1966-67 and included Land, Sea and Air operatives, each with realistic stitched garments and a wide range of equipment related specifically to their role in the forces. There were inflatable life rafts, kapok filled life jackets and even a rubber wetsuit for the frogman in the Sea series. This attention to detail had never been seen before, especially on a ‘doll’ for boys! In 2006 an exhibition was held to celebrate the 40th Anniversary of Action Man. 40 artists from around the globe were invited to give Action Man the makeover of a lifetime. The figures were exhibited in London’s Blink Gallery from the 16th to the 27th of May and auctioned off with the proceeds going to charity.

Intro

DENE MASON

Behind the scenes

MEDICOM

A Brief history

MORPHEUS

ADDICT

KENN MUNK

AMOS-SILAS

PESKIMO

BIGSHOT TOYWORKS

PLAYLOUNGE

BOB BRECHIN

(KLIM K)

PUMA

(AKA “The GRIPPING HAND”)

BROTHERSFREE

JAKE

JON BURGERMAN

JASON SIU

CLUTTER MAGAZINE

SKET ONE

DESIGNERS REPUBLIC

ERIC SO

DEVIL ROBOTS

TADO

GLYN DILLON

Tarantulas

TRISTAN EATON

TILT

FILTH

TOY2R

PETE FOWLER

TRICLOPS

HUCK GEE

TIM TSUI

MARK JAMES

ULTRAMAN

KIDROBOT

VOLTAIRE

FRANK KOZIK

ZOODIO

100

MICHAEL LAU

Press

102

JOE LEDBETTER

Show Photos

104

MAD

agent roster

108

MAHARISHI

(MAZE)

AM-40/40-052006

Bob Brechin joined Palitoy a year after the release of Action Man and was a big part of a design team that made numerous improvements on Hasbro’s original G.I. Joe 12” concept. Through the years, Action Man benefited from the skills of Bob & Palitoy introducing new figures with features like ‘gripping hands’ and ‘eagle eyes’ with Bob’s involvement going as far as using his own left hand as the basis for sculpting the gripping hands.

war-time memories through the toy they were developing. I think Bill Pugh was dubbed the “Father of Action Man” by the collectors because of his driving force and innovation. If anyone deserves the title he does, but maybe the title should go to Hal Belton who first brought the toy to the attention of Palitoy, or even the person who thought of the name, whether it was Harry Trowell, Les Cooke or a copywriter at the office of the advertising agency.

Whilst the title of being Action Man’s ‘Father’ goes to someone else, he’s certainly one of Bob’s closest relatives. And to celebrate his 40th birthday he’s here to tell us all about his experiences of working on one of the UK’s most loved and well thought of toys.

From G.I. Joe to Action Man

In the Beginning...

I joined Palitoy in the summer of ‘67 after working for about 9 months as a design draughtsman for a company in Birmingham. I trained as a product designer at the School of Industrial design at Aston University. I applied for the job as a designer at Palitoy because I was interested in toys and at the time one of my hobbies was making fantasy plush characters, which I would give as presents to friends and family. Whether this had some influence on my getting the job I don’t know, but after my interview at Coalville I waited a good while before I was offered the post. It seemed a bit incongruous at the time to be joining a company with an overtly militaristic toy called Action Man in those heady days of “flower power” extolling peace and love. A few years before (1963) one of the most popular films about the Second World War, “The Great Escape”, had captivated and excited cinema-goers. James Bond had burst

onto the scene in 1962 in “Dr No” and again 3 years later in “Thunderball”. Another series of films that prepared the way for Action Man was Sergio Leone’s ”Dollar Trilogy”. The conflation of agent 007 and “the man with no name” provided a template for the enigmatic, rugged, stoic hero of the modern day, at a time when people were still reminiscing about the War. This provided conditions that were just right for the introduction of G.I. Joe and Action Man. It must also be remembered that many of the executive officers of both Hasbro and Palitoy were veterans of the Second World War. Don Levine, who did the most to champion G.I. Joe at Hasbro, was an ex-marine. At Palitoy, Bill Pugh was a naval officer at the D-Day Landings, and Harry Trowell, sales director, was a member of a bomber crew shot down and incarcerated in a German prison camp until the end of hostilities. So in many ways these influential people exploited the mood of the time and were able to re-live their

When Hasbro launched G.I. Joe at the New York Toy Fair in 1965 it became apparent that the fear that the public would not take to a “doll” for boys was unfounded. It was a dramatic success. British companies were encouraged from that success to do the same thing in the UK. Pedigree went home and started to develop their own version, Tommy Gun. Palitoy went directly to Hasbro and negotiated a licensing agreement to borrow the moulds and tools that produced G.I. Joe, then came home and tried to think of a name. The true source of the name has been lost but the strongest claim to fame which has now been strengthened by Ian Harrison’s book is Palitoy’s sales director Harry Trowell. Whoever thought of the name is unimportant, but the name is one of the most important things that contributed to the success of the toy. Although the concept as conceived by Hasbro was a dressable and poseable toy soldier, the adoption of the name Action ensured that the concept was not perceived solely in military terms. Palitoy soon saw off Pedigree and Tommy Gun when they launched a vastly superior and larger range of products at the 1966 Toy Fair in Brighton. I was always amazed each year that Palitoy’s marketing department, despite introducing themes such as adventure and sport,

consistently wanted WW2 military outfits for Action Man. In 1968, a year after I joined the company, the film “2001, A Space Odyssey” hit the screens. I had always been an avid reader of science fiction and had read books such as “Starship Troopers”. At this time I tried to illicit interest in moving Action Man into a more fantasy-based scenario without success. We did take the Mercury capsule and astronaut outfit from Hasbro but these were still based upon “real” things. This was the basic philosophy throughout Action Man’s “first mission” (1967 -1984) - uniforms, equipment and vehicles should be scaled down versions of existing or wartime counterparts. So we had the German Stormtrooper selling alongside a modern British Paratrooper, and a modern British Scorpion Tank was there to counter the threat of a WW2 German Staff Car.

A New Hope

1977 was the year that completely changed things! Star Wars!! At first we did not realise the ramifications. The 3 ¾” figures and their accessories went off the shelves like hot cakes. Action Man continued to sell well mainly because of the introduction of “eagle eyes” and the fantasy items such as Bullet Man, Intruder and ROM the Space Knight introduced to counter the character merchandising phenomenon. Previously

the Bionic Man was in the vanguard of the defence against the attack by character mechandising when Hasbro preempted Mattel’s launch of the Six Billion Dollar Man figure (even before the film came out). But the writing was starting to appear on the wall! The Action Man range was not a cohesive concept like Star Wars or Masters of the Universe, but a mismatch of WW2 characters, some modern military outfits, adventurers in various extreme situations, and even cowboy and Indians, all selling alongside fantasy characters from outer space, the future and “other dimensions”. It read like the script of a science fiction book exploring “slips” in time and space - monsters and robots appearing at the Battle of the Bulge during the liberation of Europe in the Second World War (a nice idea for Dr Who!). It had all the characters but not a “story” that would convince the kids. Kids could relate to Star Wars and Masters of the Universe. The stories were simply presented to them and they could understand the characters involved and how they related to each other. World War 2 became an irrelevance!

The End?

After some attempts to improve the manikin with additions like “the grimace” (a device in the head so that the child could achieve

some facial movement) and an electronic talking device, the decision to take that quantum leap and drop all the old irrelevant military outfits and develop a completely new quasi-military concept for Action Man was taken in 1983. Three fantasy quasimilitary vehicles were developed - a tank, a 4X4 jeep, and an aquatic assault craft to be launched at the 1984 Toy Fair. New designs for uniforms were included. But it was too late! High development, tooling and manufacturing costs and the impact of character merchandising was enough to convince the management to pull the plug on Action Man.

Action Force

When Star Wars toys proved their popularity, I was called in by John Hawkes and given a brief to develop a similar range of 3 ¾” Action Man figures to be called Action Force, but also flagged with the Action Man logo. I developed various scenarios creating “stories” that would give life and meaning to the range and attract and fascinate the kids like Star Wars and other concepts had done, but when I came to discuss with marketing I discovered that they wanted to “copy” the twelve most popular Action Man outfits yet - and this still mystifies me - include three new and original vehicles, not copies of those in the Action Man range. AM-40/40-052006

I felt that an opportunity had been lost. So Action Force started life as a range of figures which included the German Stormtrooper, thirty-eight years after the removal of the Nazi threat.

creative fulfillment but because the gripping hand did much to increase the play value of the toy and also gave the concept a boost at the time when sales were flagging. And Hasbro took the idea and gave it to G.I. Joe.

The next year saw a completely new marketing team in place and coming fresh and unsullied to the Action Man concept, and the 12” figure being phased out, it had the vision and courage to reposition Action Force. It was given a “story” (loosely based upon the James Bond theme) and was reorganised as three good teams combating the worlddominating threat of the evil megalomaniac Baron Ironblood and his gang of dangerous misfits. Because tooling investment for the relaunch was tight, most of the development involved mixing and matching existing components and developing new colour schemes. The result was far removed from the initial range and had a fresh and modern appeal. Action Force had come of age and became relevant to the new generation of kids growing up post Star Wars.

It was a surprise a while after leaving Palitoy to realise that there were collectors out there going mad searching for anything to do with Action Man. As well as collecting complete items, there were devotees scouring boxes of toys at car boot sales seeking out that missing piece that would complete their Action Man cricketer or sledge and dog team. I have recently sold some of my collection at an auction but I have kept some. The rarest is probably a sample of the Special Team Missile Assault which was featured in the trade catalogue but did not go to market.

Action Force was a result of the success of Star Wars. The 3 ¾” scale figure concept of Star Wars had initiated other companies into doing similar scaled figures. However, little did the management at Palitoy realise that Hasbro had decided to do a similar thing with G.I. Joe. Palitoy were well into developing Action Force during 1981 before becoming aware of Hasbro’s intentions. Action Force figures, in their construction, were essentially a direct copy of Star Wars figures (Palitoy, as part of the same toy group as Kenner, USA, also marketed Star Wars in the UK). Hasbro decided to retain much of the poseability that was the main feature and success of G.I. Joe, so their 3 ¾” figures had arms and legs that hinged at the elbows and knees. Palitoy entered another partnership with Hasbro and in later years Hasbro’s figures and accessories were incorporated into the Action Force range. Although I enjoyed working on the 12” Action Man range, seeing designs make the market place and provide enjoyment to many kids, I always felt frustrated because the philosophy did not allow my creativity free rein. Most designs involved the translation of uniforms and vehicles into a 1/6th scale version of the original. After the Go Kart, which was my first major design task, I would say that my single greatest personal achievement was sculpting the gripping hand. Not because of any

Action Man Re-born

When Hasbro re-launched Action Man in 1993 in the UK, I had some pangs of jealousy. I could see that the new design team had virtual carte blanche to design anything they could conceive. Obviously market research with the kids would have directed the company to the products suitable for the market but having the opportunity to explore the imagination must have been wonderful. I think the name Action Man will still be around in 40 years but in what form I find difficult to imagine. What I am sure of is that it will not be in the guise of G. I. Joe of the 60’s. It will probably be in the form of a hologram that would be manipulated by the child to make the all-action hero be anything he wants it to be. That’s the positive view!

OPERATIONAL RECON

In 1996 two guys happened to meet in a bar in Southampton and thus Addict Clothing was born. Since their original run of all white t-shirts they’ve gone from strength to strength, rising through the ranks of the urban fashion world to reign supreme. Whilst Addict is now an internationally recognised brand, they are still based in Southampton and remain dedicated to using home grown UK talent in the form of artists like Swifty, SheOne, Mitch and Mr Jago. And of course there’s no resting on their laurels at Addict as they look set for even more success in the future. Addict’s Action Man took the classic children’s toy and crossed him with another childhood memory to create the Action Trooper, sporting a woodland green paintjob and Adidas Shelltoe footwear.

Soldier Briefing

Name: Addict Base/camp: Southamp ton Height:--Weight:--Website: www.addict .co.uk

l Inte m o oper t o s r t on Cu : Acti t

s ame ne: La Code n timeli n o i t a Oper Armour minute ar tures: a e f n x St l ion ma Specia t c A : Idea Basic Addict x s War AM-40/40-052006

Operational De-brief What memories do you have of Action Man (AM)? Did you have any when you were younger? I did have Action Men. I used to crucify them, burn them and decapitate them. I had many over time. My parents would find body parts in the back yard many years after I left home. They used to get caught up in the mower. There were also bits nailed to the fence posts. They sought help for me but were assured it was only a phase I was going through. New people live there now. They must wonder… Do you have any memories of any particular AM figures, outfits or accessories you had? The best memory I have was giving an Action Man to my oldest son when he was around 5. It was a vintage (well 1980s) SAS model that I had preserved. We removed all the weapons etc and my partner embroidered “Peace Man”

on the back of his jump suit, using an Anarchy symbol for the A. What influence do you think AM had on figure design in general? GI Joe and Action Man was the basis for all pose-able figures of the future. The articulation of many later products came from there. Did it have any influence on you as a designer? Through being creative with new methods for their demise they helped me develop the darker side of my personality and use it constructively rather than put on a trench coat, grab a gun and wipe out the occupants of my local McDonalds. Should AM be anatomically correct? Is yours?

13 I’m not sure what you mean. Do you mean did we add a dick? If so, then no. Whether he should have a dick? Well that’s a difficult question. Opens a whole host of other questions. What size dick would you give him? Would he be “cut”? Possibly best to leave him neutered. Everyone is happy that way. What one accessory should every AM have? A protest placard. If you could design an AM figure for mass production what would it be and why? It would be edible and sent to poorer regions of the world. The idea of using a war toy to feed the starving makes me laugh. AM has been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Secretary General of the United Nations. Then children could play at trying to unite all the warring nations and factions of the world and escape the neo-imperial yoke of the United States.

Special Ops Intel - The Interrogation Can you describe the idea behind your final design? To turn an institutionalised military killing machine into an eccentric psychedelic warrior with hidden depths of philosophical knowledge.

How difficult was it to put your own unique style on to such an iconic figure? Not too hard. It was clear he needed to grow his hair and generally escape the stereotypical view we all have of him. Ours is no longer an icon of war! Are you happy with the way it turned out? Yeah. He looked pretty cool. We got to use some fuzzy felt too. Does he have any special skills or powers? He can smoke unreal amounts of herb and base. What’s his motto and/or mission? Motto: In-Action Man! Mission: In-Action Man. Would the Bearded Prophet have some choice words to say to war monger like AM? Not only choice words but choice herbs and pharmaceuticals too. Is that a genuine tie-dyed shirt your figure is wearing? How difficult was that to make? Linda has done a course on model making. She dyed the shirt very carefully with chopsticks and a kettle. Quite inspiring to watch. She’s not even a hippy. Finally, do you have a birthday message for Action Man? Yeah. Calm the fuck down man. Sit down, relax, take a deep breath and look around. It’s a beautiful world out there.

What was the hardest part of realising your idea? To carefully de-programme all that institutionalised learning installed through years of military training.

Cust om In tel

Code n Opera ame: You tion what? made t it (S imeline: assis ilas Linda t of da ant). To designer s o y and ila her t s after k her a Amos/S coupl James to the he in Name: s e Y e took itial ! and I amp: a second Base/c gave I dir while t concept o the t o N . o e first. middl cted fro draw on James : some m a p e of t Height Speci odium he box. the o enty l p a : f l in th t fice featu Weapo Weigh e res: . site: b n e W r y y : str Tye d chemi org Comed . s 9 o n i n . c e g odo /www Basic als. urs, shirt. http:/ Idea: poten t Mello out! w the poor guy

riefi B r e i Sold

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I grew up in Russia so I couldn’t even begin to imagine a toy like this. When I was a kid, my soldiers were either solid lead lumps (that explains a LOT) or two-dimensional stamped plastic! These guys weren’t just flat; they were also only one colour. Occasionally I would get a gift of a Marx cowboy or Indian, those were my prize possessions. I always wanted a miniature army that I could control. So when did you first discover AM/GI Joe? During the early 90s I was working in the Hasbro showrooms creating giant sculptures, dioramas and displays. I became intrigued by the small figures and the stories of how designers had their faces sculpted on them. Funky themes like Manimals and Star Brigade made my imagination race. Having been raised on flat plastic green army men, I was stunned by the coolness of the modern action figures. Actually working at Hasbro really made me realise that toy design is industrial design for kids, so I was able to apply my BID degree to something that I love. What one accessory should every AM have? A diversified portfolio of mutual funds! What influence do you think AM had on figure design in general? Well, he was based on an artist’s mannequin and was also the first posable action figure of his kind. I think he affected every aspect of figure design just like Barbie or Hot Wheels…he was revolutionary.

Soldier Briefing

Name: Klim Kozinevich Base camp: Asheville North Carolina, USA Height: 5’9” Weight: 100 Megatons Website: www.bigshottoyworks.com www.alllcitystyle.com

Custom Intel

Code name: The Geezer Operation timeline: Been kicking him around for a while and this was an awesome opportunity to showcase the big guy Special features: Life experience Weaponry: Wisdom and open mindedness Basic Idea: Action Man: Retired Vet

How do you think the toy scene has changed since 1966? Both mainstream and designer? Well, right now, anyone can make anything it is all a matter of design and having the connections to make it happen, so the whole “scene” is different and a lot more diverse .

How were you enlisted into the AM4040 operation? I think someone put something in someone’s drink. I have The Triclops crew to thank for that one. This is a very small, tightly knit community and when something exciting and fun comes up, word spreads really quickly. Should AM be anatomically correct? Is yours? The Geezer is on the sunny side of sixty and he has a bit of a heart condition. Any “action” he gets might put him out of commission… Keep in mind he has seen enough action over the years to exhaust an entire platoon. Why do you think AM’s so successful today as he was 40 years ago? Action Man has evolved a lot of the years; he gained real hair, a beard, the ability to talk and moveable eyes. If you could design an AM figure for mass production what would it be and why? I would make smaller versions of him so he can get all the cool vehicles and play sets.

Special Ops Intel - The Interrogation Can you describe the idea behind your design? Action man has seen it all and done it all. He had it rough in the 60s, went all free and happy in the 70s (there are some home movies somewhere), partied hard in the 80s, in the 90s he discovered the stock market and quietly made himself quite a nest egg. For the past 6 years he is just kicking back and travelling the world like Kane in Kung-Fu. How long did it take you to make and what if any additional materials did you use? It actually took longer to really conceive him…and come up with a decent back story! What was the hardest part of realising your idea? Packing him off for the show You’re known for the TTS trains, which were a massive custom success, how did it feel to be asked to take part in a custom show? I was a bit intimidated as some of my favourite artists are in the show. But, I think that I was able to tell my story with my piece and although it is not flashy it is strong. There are many shows going on and I have very little time so I am very selective, but the Triclops are friends and this was definitely something that I could not pass up…. Finally, do you have a birthday message for AM? Stay Plastic and don’t believe the hype…. AM-40/40-052006

AM-40/40-052006

Soldier Briefing

Name: Bob Brechin Base camp: CLASSIFIED (UK ) Height: CLASSIFIED Weight: CLASSIFIED Website: N/A

Intenld m o t s u C e Ha me: Th

of Bob N/A a Code n n timeline: o A i / Operat features: N l Specia : N/A ry Weapon ssic a: Cla e d I c Basi

OPERATIONAL DEBRIEF My immediate thought when I was invited to customise a 60’s retro-manikin by Chris Burt at Hasbro was “ I couldn’t do it”. I was averse to doing anything to ruin the classic lines of such an iconic toy. My initial thought was do nothing, just present it in the box as it was. Then I thought of the gripping hand which I had retrieved from oblivion and repaired when the model was thrown out back in 1973. I had sculpted the hand based on my own hand. I moulded a facsimile of the original and used it to hold the manikin. It was as if I was saying “this is the toy , as it was then, that was part of my life for 17 years”. I was impressed by all the other exhibits but I could not see the point of customising the manikin in such a way that it could not be recognized. I particularly liked the green soldier because of its simplicity and that it was clear that it was a customized Action Man.

AM-40/40-052006

Operational Debrief What memories do you have of AM? Did you have any when you were younger? It’s not only a soldier, but cool, macho, muscular. What influence do you think AM had on figure design in general? The term ‘Figure’ doesn’t really apply to Action Man. He can be anything., i.e. he can be a mountaineer, sailor etc........... It is a very versatile form. Did it have any influence on you as a designer? Yes, certainly, it showed me that figures can be designed to be more realistic or reflect daily life. How were you enlisted into the AM4040 operation? We are invited by Smart of ‘brothersworker’. What one accessory should every AM have? Underwear? If you could design an AM figure for mass production what would it be and why? I would design an astronaut (SpaceWorker), Future + Realistic. Look smart like ‘brothersworker’. Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think AM will need to do to be as popular in another 40 years? Action Man is actually a master-piece. It’s irresistible.

More importantly what do you imagine AM looking like and being able to do in 40 years time? Classical.

Special Ops IntelThe Interrogation Can you describe the idea behind your design? Use the simplest, direct method or artwork to create the figure/ Super-hero called ‘Catman’. Are you happy with the way it turned out? This is a hell of an opportunity. How difficult was it to put your own unique style on to such an iconic figure? Absolutely it’s fun because AM 40 can match various styles. Did you have any problems making the figure? No! just make it simple....! What covert ops plans do you have for 2006? All in all, I will leave the ‘Figure’ to its ‘Artistic World’. Finally, do you have a birthday message for AM? 40 again,again & again......Happy Birthday!!!!!!!

fing Soldier Brie ang

Name: William Ts mworkshop Base camp: willia l Height: 5’8” m Inte o t s u 40 C bs 5l n 15 a tm Weight: rs name: ca e d o n : 40 hou C ow e kn n un i l e m Website: i t n Operatio ins m 0 s beard 4 and es: Cat’ r u t a e f aws Special Cat’s cl : y r n o p a We ea: CAT Basic Id AM-40/40-052006

AM-40/40-052006

Operational Debrief

What do you think AM will need to do to be as popular in another 40 years? Action Man has a perfect background to adapt, so there are unlimited things could happen in another 40 years.

What memories do you have of AM? Did you have any when you were younger? It is a kids toys in my memories. No, I never got one because it was too expensive for me when I was young.

More importantly what do you imagine AM looking like and being able to do in 40 years time? I would love Action Man to stay a soldier.

What influence do you think AM had on figure design in general? It is a trend and they were the first one to lead the trend of hero figure.

Special Ops IntelThe Interrogation

Did it have any influence on you as a designer? I was influenced by their classic action figure so all my designs are based on this direction.

Can you describe the idea behind your design? It was from the concept of my Apexplorers series.

Should AM be anatomically correct? Is yours? Its body needs some improvement and there needs to be more character designs.

Are you happy with the way it turned out and how difficult was it to put your own unique style on to such an iconic figure? Extremely satisfied. There was no difficulty for me.

If you could design an AM figure for mass production what would it be and why? I would design a science fiction soldier figure because I like this topic very much.

Youâ&#x20AC;&#x2122;re known for your 12 inch figures already, so how did you approach this project? It is because Action Man is a well known classic brand so I was willing to join this project..

What profession would you like to see AM take up next and why? I would like to see a Space Policeman, as there are a lot of developments in the future.

What materials did you use to produce the amazing suit? It was produced by mixed media.

Custom Intel

Soldier Briefing

Code name: An Oute r Space Repairman Operation timeline : Around 40 days Special features: Action figure wearing an outer sp ace clothes Weaponry: Space pl iers, outer space flight vehicle Basic Idea: A Repa irman of a Spaceship

Name: Winson Ma Kong Base camp: Hong M 78 1. Height: Weight: 80KG oncreation.com Website: www.wins

AM-40/40-052006

Operational Debrief When did you first discover AM/GI Joe? About 6 or 7 years ago. Eric So brought me a black Action Man body. Do you have any memories of any particular Action Man figures, outfits or accessories you had? That was the only Action Man figure I’ve ever had, and I’ve still got it. Has AM influenced your own work in any way? If so, how? His persistence in his beliefs Why do you think he’s so successful today as he was 40 years ago? I truly believe that a legendary property like Action Man would always remain a legend regardless of time. AM has evolved a lot over the years, he gained real hair, a beard, the ability to talk and moveable eyes. If you could have added one feature to the figure what would it be? Self balance, maybe......Ha!Ha! If you could design an AM figure for mass production what would it be and why? It has to be a special all clear figure for the 40th Anniversary, I see it as a piece of art to collect rather than just toys. No detail is needed! AM has been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Could bring back some cool classic themes but reinterpret and approach it with more futuristic features. What do you think AM will need to do to be as popular in another 40 years? Difficult to say, this can be turned into another research project! If you know the answer please let me know! More importantly what do you imagine Action Man looking like and being able to do in 40 years time? I hope it could truly ‘cross-over’ to the art

Custom Intel

iefing Soldienry Br

Name: Ken Hong Kong Base/camp: ASSIFIED Height: CL ASSIFIED Weight: CL ork.com ww.kennysw Website: w

Code name: COPPERHE AD 18 Operation timeline : 1 week Special features: Copper diving mask. Weaponry: None Basic Idea: AM savi ng the Ocean.

scene, so to enhance the artistic nature and aesthetic value of action figure as a whole.

Special Ops Intel The Interrogation What was the idea behond your design? Save the ocean, save the earth! What was the hardest part of realising your idea? The hardest part, but the thing that also gave me most joy, was that I transformed construction gloves into a special costume for the D.S.C. figure, never done it before :) What is his motto and/or mission? Ever ready to take on new challenges! Does he have any special skills or powers? Heâ&#x20AC;&#x2122;s an expert in oceanology, but apart from that he doesnâ&#x20AC;&#x2122;t have any special power, just with pure passion and a firm belief to save the earth. How long did it take you to make and what if any additional materials did you use? Did you make the clothing yourself? About a week in designing and making during my spare time. I mainly used copper pipes and construction gloves as prime materials. Finally, do you have a birthday message for Action Man? .......forever young!

AM-40/40-052006

Operational Debrief What memories do you have of AM? Did you have any when you were younger? Yes I had an Action Man, my mum bought me one, which is odd because she was against me having toy guns even though me and my brothers would build them out of Lego! I remember his fuzzy head and that you could move his eyes, which were kind of creepy. Do you have any memories of any particular AM figures, outfits or accessories you had? I’m not sure I had a change of outfit for mine, which would explain why he walked around the house naked on clothes washing day. What influence do you think AM had on figure design in general? More fuzzy heads and moveable eyes! Did it have any influence on you as a designer? Probably not, I was too young, I just wanted to bury him in the garden and see if the worms would eat him or not. What one accessory should every AM have? A bodybag ? Maybe that’s too morbid, maybe some felt pens and a sketchbook so he can write home to his mum when he’s away on a mission.

riefing SoldierrgB erman

Name: Jon Bu the kitchen Base camp: Under llows and a pi me table with so duvet. than a Height: Shorter an a mouse. th ladder, taller helpings of e rg la o Weight: Tw and several vegetable curry greasy parathas urgerman.com Website: www.jonb

Custom Intel

Code name: Sergea nt Skin Burns Operation timeli ne: 41 seconds Special features : Can lie down on surfaces and not move Weaponry: Razor sharp sarcasm Basic Idea: To be loved

Why do you think he’s so successful red meat as a child to know any today as he was 40 years ago? better. Because he’s a real man and we like real Did you want to do something men. And he had moulded on underpants. quite abstract in line with your Action Man has evolved a lot over the recognisable style? years, he gained real hair, a beard, the Yes I did, I wanted to doodle on ability to talk and moveable eyes. If you him like I would a piece a paper, could have added one feature to the and see how that affects the figure what would it be? doodling. I’d of liked my Action Man to of been able Should AM be anatomically to get up early in the morning and bring me correct? Is yours? a cup of tea in bed. I’d rather not involve myself If you could design an Action Man figure with the tiny details of my action for mass production what would it be and man’s privates, as long as he’s why? comfortable with himself that’s I’d make an Action Man version of myself good enough for me. of course. It’d make a great birthday What did you think about present for people, they’d be able to take a the publicity that your figure little-Jon with them where ever they went. received? It would need to be re-branded to suit my I’ve finally achieved my ambition lifestyle though, so it’d be called inaction of having some work in the man. Daily Star! I thought it was What profession would you like to see funny how the media read AM take up next and why? what they did into my design Science teacher, surely if anyone can make and then predictably sought to that heroic and cool, Action Man can. be shocked / surprised by it. It was a shame that so many of What do you think Action Man will need them decided to turn it into such to do to be as popular in another 40 a cheap story, bypassing the years? selection of great artists and We need a robotic Action Man (with tea designers involved in the show making facilities)! which, to my mind, should of still More importantly what do you imagine warranted the same amount of Action Man looking like and being able press attention. to do in 40 years time? In 40 years time Action Man will be driving There were some fantastic people kids to school and cooking vegetarian involved. If the publicity got more people to visit the exhibition and quiche. ultimately bid on the pieces then it was no bad thing, it’s just a Special Ops Intel - little disappointing they took the The Interrogation angle they did and ignored all Can you describe the idea behind your the designers. design? Finally, do you have a birthday I gave the Action Man lots of skin burns message for Action Man? from his heroic battles in fiery situations. Happy Birthday Action Man, I’m As a compromise to him (no-one wants lots really sorry I tried to pop your of skin burns) I made them as attractive head off when I was ten to see as possible. what was inside. I won’t ever try

What was the hardest part of realising that again. Have a good birthday party, all the best, your old pal your idea? Jon. Colouring it in. Do you think your AM would be some sort of artist, sitting all day doodling in the trenches? Not really, he just wants to kill, which of course is wrong, but he’s eaten too much

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? M: I remember my brothers had loads of Action Men and all the paraphernalia that goes along with them, tanks, submarines it was fab. Well it would have been if I was allowed to play with them. It’s just not fair, ok so maybe all I wanted was a rival boyfriend for Barbie, someone who could give pretty boy Ken a run for his money, but even so, my brothers were much older than me and no longer had a need to play with Action Men. I think someone told them they would be collector’s items one day and that was it. Hurrah I finally got my revenge on Action Man, I think he would have liked to have got it on with Barbie though. N: Miranda’s had far more experience of Action Man than I ever did as a kid. I had the smaller action figures like Action Force, Mask, the good old Turtles and of course tons and tons of Lego. Looking back I can’t imagine a reason that I never had many army toys, I blame my parents. What influence do you think AM had on figure design in general? N: I think Action Man was a real leader in the field of figure design. I mean the eagle eyes and gripping hand and the neck joint that stopped your sniper from staring at the floor whilst taking aim were the kind of innovations that led others to think outside the box and it was probably thanks to Action Man that we also got things like kung-fu grip and karate chopping action. Did it have any influence on you as a designer? N: Can’t say that it did, but I think somewhere deep down we’re all still inspired by the same things we were when we were children and toys are always going to play a major part in that. The number of people nowadays who produce work that’s heavily influenced by their long love affair with Star Wars is testament to that. How were you enlisted into the AM4040 operation? N: We were originally approached with the idea from our undercover agents at Hasbro, codenamed: Triclops, to get involved to help them put on a show that celebrated Action Man’s 40th Anniversary. So we helped pester all the artists to get involved with the show. It’s a pretty special way of celebrating Action Man as 12” figures were what started the designer toy movement with Artists like Michael Lau and Eric So customising GI Joe figures. Should AM be anatomically correct? Is yours? N: I beg your pardon, there are ladies present you know. I think making Action Man anatomically correct would present more problems than it does a solution so I think it’s better for everyone that he remains a eunuch! Maybe he should have Army issue Y-fronts moulded onto the figure with an appropriately sized bulge to keep people quiet on the subject. Whatever outfit Action Man wears he’s gotta wear underwear hasn’t he?

Special Ops Intel: The Interrogation Can you describe the idea behind your design? N: He’s Cyber Action Robot Man – thingy? He’s kinda what we think Action Man might evolve into in the future, he’s been in the wars and lost his legs and this robot mech suit is how he’s adapted so he can still fight evil. Man and robot seamlessly integrated into the ultimate fighting machine. All that it’s lacking is the ability to transform into a plane. And to think we almost discarded this idea because of the sheer scale of it. M: And of course he is pink, as all robots in 40/40 will be! Are you happy with the way it turned out? N: Yeah and I thought the little diorama we put together for the case at the show really made it. Like most things we’d say we’d have liked to have been able to devote a bit more time to it but we’re very happy with how it turned out. Originally I’d have liked to have just put Action Man’s head in a jar of liquid on the top Futurama style. And some really huge Gundam style wings would have been cool too. M: I am very proud of how it turned out, considering we made it up as we went along in terms of what materials we wanted to use. I am still surprised we managed to get him to stand up, he is quite heavy up top you know!

M: I quite liked the idea of making him a transvestite I think it would have been great. But we did think that someone else may do that so we went with the robot idea.

While he’s relaxing in the trenches do you think AM would read Clutter? N: Yeah why not. These days Action Man’s probably a metrosexual modern kind a fella who likes nothing more than a manicure when he’s not kicking 7 shades of shit out of the bad guys. So he’s probably cultured enough to know that reading Clutter Magazine certainly ups his street cred by more than just a few points ;) M: Erm I don’t think he relaxes in the trenches anymore maybe his ancestors did that but he would certainly be relaxing in a bar with a pint and the latest Clutter on his tablet PC.

How difficult was it to put your own unique style on to such an iconic figure? N: Well we could of just painted the fella pink and that would have been our style so we just had to come up with an idea that we both wanted to make. We were really torn between just transforming the figure appearance wise or doing something that bit different and in the end the robot won out.

riefing Soldierr B Magazine

Name: Clutte where in the UK? Base camp: Some (combined and Height: 11ft 11” with shoes on!) polite to ask!! Weight: It’s not termagazine.com Website: www.clut

Custom Intel

Code name: Operation timeli ne: We made it on and off for 3 weeks Special features : Weaponry: Laser cannon, Rockets and a me an old stare!! Basic Idea: Acti on Man in the Year 40/40 AM-40/40-052006

Operational De-brief

When did you first discover AM? Active service - Xmas ’68 to Autumn ’72 (first in the flesh sighting of naked female – Hawkwind’s dancer Stacia on Space Ritual Tour - at that point AM disappeared like Puff The Magic Dragon from my radar). What memories do you have of AM? Did you have any when you were younger? My first Action Man was plastic head pre-fuzzy felt hair – basic GI Joe kit immediately supplemented by khaki/pink fluoro reflector strip aircraft carrier aircraft handler outfit (remarkably similar to Joseph collection 4-5 years ago) and a vintage arctic commando snow white two piece with a to-die-for white anorak and proto techno styling goggles.

iefing Soldier Brsigners e ame: The D

N Republic h Of SoYo™ Nort Base camp: Nowhere™ y High Height: Sk eight per Heavyw Weight: Su Website: blic.com ignersrepu

www.thedes

tel Custom In R Me. D ode name:

C 1000 timeline: Operation rouble years of t ttooed atures: Ta Special fe ad any h It never Weaponry: pens p : What ha Basic Idea and reaks out when war b ns up… nobody tur

35 Went on to amass a full multi-national (plastic heads, fuzzy heads, fuzzy heads with fuzzy beards, ginger, fair, raven headed, talkers, mutes, eye-movers etc) football team plus sub minus limbs with extensive military and latterly sporting wardrobe including England home and away kits plus some mum-made pop gear ranging from Sgt Peppers to Terry Tinsel glam. What influence do you think AM had on figure design in general? Not convinced there is a direct influence, but for me AM definitely contributed to my obsession for detail and collection completism. Did it have any influence on you as a designer? Everything I’ve ever seen and done has influenced the person I am and therefore the work I do. AM figured prominently until I got my first record player… How do you think the toy scene has changed since 1966? Both mainstream and designer? Then – toys helped kids role play adult life. Now – toys help adults role play being kids. Why do you think he’s so successful today as he was 40 years ago? Boys need Barbies too. AM has evolved a lot over the years, he gained real hair, a beard, the ability to talk and moveable eyes. If you could have added one feature to the figure what would it be? A brain. If you could design an AM figure for mass production what would it be and why? A father with paternity leave, a job share and a pissing shitting tamagotchi baby to keep alive. Maybe an Action Woman would be an idea. Or an Action Man with built in mobile phone and PDA.

More importantly what do you imagine AM looking like and being able to do in 40 years time? Whatever my feelings towards war toys may be now, I still feel the beauty of the original action man was its simplicity. It represented an ordinary man doing ordinary (albeit primarily military) jobs. There are enough super heroes – maybe AM could be an aid worker or a spaceman or a scientist – things which involve action and will excite young minds without the guns and aggression.

What one accessory should every AM have? A DR Sissy™ doll. Horrible reference to your work with PWEI, but is your AM Bullet-proof? We were hoping it wouldn’t need to be. Finally, do you have a birthday message for AM? Educate. Agitate. Organise.

Have you done much custom work of toys other than this and the Dunny? We have our own DR Sissy™ doll ready to roll.

Special Ops Intel The Interrogation Can you describe the idea behind your design? No More War Toys is fairly self-explanatory, isn’t it? How long did it take you to make and what if any additional materials did you use? 1000 years of trouble. Additional material – Brain Aided Design™ Are you happy with the way it turned out? Never satisfied. What was the hardest part of realising your idea? Holding the bastard down. Your AM has a pretty clear message - do you feel AM glamorises war? I don’t recall seeing an AM anti-war protestor/pacifist outfit. Everything AM does is underscored by hurting something/ someone – fighting alien mutants in a future setting sidesteps tangible current weapons of mass destruction but the core message remains the same.

What profession would you like to see AM take up next and why? Peace Activist.

How were you enlisted into the AM4040 operation? Self destructing tape recorder left in safe deposit box.

What do you think AM will need to do to be as popular in another 40 years? Release an unplugged or big band/ American songbook album.

Should AM be anatomically correct? Is yours? Who defines ‘anatomically correct’? Ours is perfectly imperfect.

AM-40/40-052006

Soldier Briefi

ng Name: “TO-FU” Base camp: DEVILR OBOTS 102, TOKYO, JAPAN Height: 185cm Weight: 75kg Website: www.devi lrobots.com

Custom Intel

Code name: “TO-FU ” Operation timeli ne: 3 hours Special features : Removable To-F u mask. Weaponry: To-Fu bomb. Basic Idea: Figh ting To-Fu (DEVILROBOTS main character).

If you could design an AM figure for mass production what would it be and why? He will be an adventurer, hero, or a madeup role. I would want to make an Action Man no one has seen before. What profession would you like to see AM take up next and why? An office worker would be cool to see. They are fighting in a business battle field! On a more personal request, to imagine the future, make a suit like a cyborg.

Operational Debrief

What do you think AM will need to do to be as popular in another 40 years? Cool ideas and imagination to surpass the electronic devices.

What memories do you have of AM? Did you have any when you were younger? I have a memory of buying the AM when I grew up and had my own money.

More importantly what do you imagine AM looking like and being able to do in 40 years time? Keep trying new things, and make children of all ages happy!

Do you have any memories of any particular Action Man figures, outfits or accessories you had? Astronauts set.

Should AM be anatomically correct? Is yours? No, it should not change, because it will lose its originality.

What influence do you think AM had on figure design in general? It has a lot of variations based around a central theme. I used to think that the dress-up doll was for girls, but AM showed me that men can enjoy dressing up the action figure. Did it have any influence on you as a designer? It inspired me to make customs and make outfits and accessories. Why do you think he’s so successful today as he was 40 years ago? Because it has originality. What one accessory should every AM have? A key chain with its name and serial number.

Where did the idea for your To-fu headed characters come from? It first came to my head when I heard about the collaboration with the Action Man.

How tempted were you to turn him into an Evirob? This is Medicom’s custom this time, and it is highly classified. Finally, do you have a birthday message for AM? Happy Birthday Action Man! Please keep on making Actions which make us say “Wow!”

Special Ops Intel The Interrogation Can you describe the idea behind your final design? The fusion of Action Man and To-Fu Oyako. Are you happy with the way it turned out? I am very happy with it. I didn’t want to let it go. What was the hardest part of realising your idea? To customise with our own style, without losing the concept and originality of Action Man. How were you enlisted into the AM4040 operation? Our friend/client Medicom Toy introduced us to this project. How difficult was it to put your own unique style on to such an iconic figure? Making two characters in one without destroying either one of them was a great challenge. Does he have any special skills or powers? Removable giant To-Fu mask. What’s his motto and/or mission? To educate the world about the goodness of To-Fu. AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I had loads because I inherited my brothers, who was nine years older than me, so he had some of the very first Action Men, just like the ones we customized. Do you have any memories of any particular AM figures, outfits or accessories you had? I remember being a very fussy (almost weird) perfectionist about how I’d pose them, I really wanted them to look real, like they did in the TV adverts. I hated it when my next door neighbour, Mark Vanshagen would run around holding his action man’s leg, his wrists all bent back & arms akimbo (the Action Man not Mark Vanshagen). And I loved it when gripping hands Action Man first came out, the fact that he could actually grip a gun & put his finger on the trigger was very exciting for me. What influence do you think AM had on figure design in general? He’s the top of the food chain, the way I see it, Action Man was Adam & Sindy was Eve. Did it have any influence on you as a designer? Absolutely, he spanned my childhood as a favourite toy & I can’t imagine what it would’ve been like without him. All that shit goes in and stays with you. Why do you think he’s so successful today as he was 40 years ago? Maybe it’s obvious, but I suppose, like the name suggests,

he’s all about ‘Action’, whether it was fighting the Nazis in my day, or driving his flash car with missiles or whatever these days. The young male craves excitement & action, and Action Man offers all that stuff. What one accessory should every AM have? The old knuckle-duster dagger was always a firm favourite of mine. If you could design an AM figure for mass production what would it be and why? There are all kinds of laws now that mean he can’t have the same kind of realistic arsenal that he enjoyed back in the day. So I suppose I’d go down the futuristic, Japanese inspired route & design giant robots that Action Man could climb inside, y’know like the Appleseed land mates. AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Snooker or darts, no reason.

Special Ops Intel - The Interrogation Can you describe the idea behind your final design? Over the last two years I’ve been working on a comic book with Alan Martin, which features in it an army similar to the Nazis of WWII. So the finished design is based on a soldier from that army. Are you happy with the way it turned out? I always feel that I could do things better

Soldier Brie fing

Name: Glyn Di llon Base camp: Sh epherds Bush Height: 5’11 ’’ Weight: No id ea Website: No idea

Custom Inte

l Code name: St rigoi Soldie r Operation ti meline: A fe w very pleasurable days Special feat ures: Nice bo ots Weaponry: A rifle Basic Idea: He’s a charac ter from an unfinished book I’m doin g with Alan Martin of Tank Girl notoriety.

39 What was the hardest part of realising your idea? None of it was particularly hard, especially because I used a readymade outfit (which I dyed, with a bit of help from my wife). The helmet was made using Fimo which is great stuff and really easy to use How were you enlisted into the AM4040 operation? Chris Burt from Hasbro asked if I might like a go. I did some early rough designs for the new ‘Action Man/G.I.Joe’ range and previously did some stuff for Chris with Jamie Hewlett. Should AM be anatomically correct? Is yours? I think so. I must admit I don’t like the more recent muscle bound versions of Action Man. The original Action Man was lean & wiry; I thought it was much cooler to be a skinny, hard bastard. I can’t help thinking the modern Action Man looks a bit camp in comparison. You have to go to the gym a lot to look like that - I think he should have a climber’s physique. Why didn’t you want to sell your figure? Did you just love it too much? I really wanted to keep him because none of mine from my youth remain in existence, (probably given to the kid down the road), but when I realised I was one of only two who didn’t want to auction him off, I felt very guilty. So since then I’ve since made a donation to Unicef. What’s his mission? It’s a secret.

motto

and/or

Finally, do you have a birthday message for AM? Happy birthday big ears.

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? Action man was JUST before my time. I actually had more of the new generation of G.I. Joes (late 70â&#x20AC;&#x2122;s and early 80â&#x20AC;&#x2122;s). But I have very fond memories of melting them in the kitchen, mutilating them on beaches and throwing them off buildings. Do you have any memories of any particular AM figures? Yes. DESTRO. His silver, plastic head would melt so dramatically with so many beautiful colors then end in the unforgettable stench of burning plastic. That smell brings me back to those fond days every time. What influence do you think AM had on figure design in general? I think that he became an icon of pop culture. Action Man is to boys what Barbie is to girls. Your role model! With that in mind, I think that the Action Man as a cultural Icon had more influence on design than did the physical design of the toy. Did it have any influence on you as a designer? Sure. Especially with character design. Some of my favorite drawings from childhood are depictions of epic G.I. Joe battles and characters I would dream up. It helped you to create a great narrative in your art. Bloody, violent, narrative of war but still, it got you thinking!

Why do you think he’s so successful today as he was 40 years ago? Is he? I didn’t notice! How were you enlisted into the AM4040 operation? I’m lucky enough to know a couple of sexy British girls who run a magazine called CLUTTER...the took pity one me. And here I am now. Should AM be anatomically correct? Is yours? Yikes. I don’t know. If Barbie had anatomy ‘down there’ then I would say, yes he should too. But If Action Man had the goods and Barbie didn’t...that would be torture. What one accessory should every AM have? Barbie. What profession would you like to see AM take up next and why? A Priest. As an American icon, it would only be fitting to show Action Man as a crazy, machine gun totting Priest bringing peace to the east! That would be awesome. What do you think AM will need to do to be as popular in another 40 years? Fully automated, speaking, walking and interactive with your xbox and your cell phone. More importantly what do you imagine Action Man looking like and being able to do in 40 years time? He will be a mini assassin. He will carry out all of your desires. Fully remote control, he could be the ultimate mini ninja. Amazing.

g Briefin r e i d l N O So TAN EAT

. IOS INC RIS OG STUD D R Name: T E D N U mp: TH Base ca 6’, 3” Height: om NDS! udios.c 200 POU : t h g i erdogst d We n u h t . : www Website

Special Ops Intel The Interrogation

Can you describe the idea behind your final design? I wanted to depict Action Man as a cyborg looking hooligan who was programmed with the mind of a dirty rotten mutt of a dog. And a really really big gun. Big guns are cool. What was the hardest part of realising your idea? Gluing together 50 tiny pieces of plastic to make the biggest gun in the universe! How difficult was it to put your own unique style on to such an iconic figure? Kind of tough. The best idea is to stay simple and bold. Less is more kinda thing. Does he have any special skills or powers? He has the biggest gun in the universe. What’s his motto and/or mission? Think like a dog, act like a man, eat like a horse. Would your AM spend his time off tagging? Yeah, but his tag would be a 5 foot wide hole blown in the wall with his giant gun. The gun you made is especially cool. What bits and pieces is it made out of? It’s made of an Eric So speaker, a G.I. Joe bazooka, many gundam models and some other random pieces of plastic. Finally, do you have a birthday message for Action Man? Change your haircut man!!!!

Custom Intel

Code name: ‘ACTIO N MUTT‘ Operation timeli ne: 3 Days Weaponry: The biggest gun in universe. the Basic Idea: Ass kicking hooligan with the body of a man an d the mind of a dog. AM-40/40-052006

iefing r B r e i Sold

ilth Name: F oklyn mp: Bro a Base c 5’9” y the atter b Height: f g n i t get Weight: s.com e robotic minut h t l fi . w : ww Website

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I grew up in the states so I don’t really have many Action Man memories. My cousin had a GI Joe and that is about as close as I got. I did have some Fisher Price “Adventure People” but that doesn’t really count. In fact I don’t even know why I brought it up… What influence do you think AM had on figure design in general? I think if you look at the roots of “Urban Vinyl” it is pretty clear. Take a look at any of Michael Lau’s Gardenergala figures and you’ll see what I’m talking about. It’s still all about action – just not the army, spy, astronaut, diving, super agent kind of action. It’s more like b-boy, surf, skate, bmx, graff writing, boom box rockin’, baggy pants wearing, late 90’s urban kind of action. If you could design an AM figure for mass production what would it be and why? It would shoot lasers out of its eyes! What profession would you like to see AM take up next and why? Any where you get to shoot lasers out of your eyes. Shooting lasers out of your eyes is cool. What do you think AM will need to do to be as popular in another 40 years? I have a feeling that a these electronic toys reach a level of super-saturation, children will crave more basic and instinctual modes of play. For this reason I don’t think that toys like Action Man will ever go out completely of style. On the other hand, I think

Custom Intel

Code name: Deep Shame Operation timeli ne: 2 days Special features : pink fringe Weaponry: horse torsos Basic Idea: deconstruruct, reconstruct, flock , add some half horses, don’t lo ok back

45 a lot of it will be up to parents encouraging their children to play creatively instead of becoming mindless drones. Why do you think he’s so successful today as he was 40 years ago? Simple. Some kids don’t grow up they just get older. Trust me. I know. More importantly what do you imagine AM looking like and being able to do in 40 years time? I think he will be hairless and have a much larger cranium to make room for his hugely overdeveloped brain. He will also be able to shoot lasers out of his eyes. What one accessory should every AM have? Good epoxy. Should AM be anatomically correct? Is yours? What kind of question is that? Yes.

Special Ops Intel The Interrogation How were you enlisted into the AM4040 operation? Not sure. I may have been drunk. You may have been drunk. Can you describe the idea behind your final design? I usually try not to venture into a project with too much of an objective. I like to let the project guide me along as I do it... especially with customs. With this project my starting point was to disassemble Action Man into all of his original pieces. For a few weeks he sat in a box on my desk in pieces. During my downtime I would reassemble him in different formations until I found one that I liked. Then I added some elements that were hovering around my workspace and it just sort of became what it was.

idea? Finding good epoxy! Are you happy with the way it turned out? I can always look back on a project and think how it could have been done differently. It’s easier, however, to look forward to what the next project holds in store. Does he have any special skills or powers? Who does? What’s his motto and/or mission? “Excellence through Apathy” What, no guns? Where are they? I was expecting at least one gun to make an appearance. I don’t know what you are talking about. Oh, oh the gun toy! That’s right! I do have an oversized flocked 9mm vinyl gun coming out on the ThunderDog toy label. It would, however, be presumptuous for one to think that everything I do would have a gun or guns in it! Really now… Some people were a little bit scared by your piece. What have you go to say about that? I was a little scared myself. Some times I really can’t help it… What’s the purpose of the horse in your piece? They represent guns. Finally, do you have a birthday message for AM? Yeah, Happy Birthday.

How difficult was it to put your own unique style on to such an iconic figure? It was pretty tricky. I really wanted to break away from the traditional human form without decimating all aspects of Action Manness. Is that a word? Oh sorry. I would say on a scale of 1-10 it was somewhat difficult. What was the hardest part of realising your

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I had one, it had fuzzy hair, I believe my brother had the one with the beard. There might have been some eagle eyes going on too and a vehicle, was it a Jeep? What influence do you think AM had on figure design in general? I think it’s one of the first figures kids have, so I’m sure there must be a connection there to modern figure design. I went on to collect star wars toys after that so action man got me hooked I suppose. How do you think the toy scene has changed since 1966? Mainstream toys now seem to be exercises in merchandising and marketing. Designer toys are a recent phenomenon I think, more akin to art led products, though there is a mainstream side to that too. I think there is a lot of chaff out there right now, both in the mainstream and ‘underground’. Do you think your AM could handle himself if he was stuck on Monsterism Island or would he be quickly trampled by a Giant Snorse? I think he’d do ok as long as there was something to plug his guitar into. There’s plenty of musicians on the island to jam with. Do you have any memories of any particular AM figures, outfits or accessories you had? I remember I always wanted the Intruder, Action Man’s arch enemy. I also remember a spaceman. I found an Action Man space mans silver glove in junior school and a friend told me it was a condom!

Custom Intel

Briefin r e i d l o S ler

te Fow Name:Pe don mp: Lon alf-ish Base ca and a h e r t e m : stone Height d a bit n a t 0 1 : rism.ne Weight .monste w w w : e Websit

Code name: Balgra thad (justin) Operation timeli ne: a week on and off Special features : heavy riffing, death rattle voca ls, easy going nature Weaponry: older brothers hand me down flying v (held together with duct tape) Basic Idea: Just in didnt join the army, choosi ng to drop out, play black metal and holiday in Norway.

but s k n i r d ew “Have a f ht.” g i f a o t in don’t get

Why do you think he’s so successful today as he was 40 years ago? Kids being into war stuff I guess, I’m sure they always will. If you could have added one feature to AM what would it have be? Tattoos. If you could design an AM figure for mass production what would it be and why? Greenpeace Action Man Eco warrior. Comes with bolt cutters, megaphone day glo tabard, Gore-Tex clothing and satellite phone. What profession would you like to see him take up next and why? Rock musician. Action man has to express himself!

Special Ops Intel - The Interrogation Can you describe the idea behind your design? I imagined a late teenager deciding not to join the army like his brother did, instead dropping out and learning to play his hand me down flying V guitar and getting into black metal. He’s adopted the name Balgrathad and is currently working on his demo LP Ghost Elk. How long did it take you to make and what if any additional materials did you use? Did you make the clothing yourself? And how did you do that hair? I dressed him in a mixture of stuff I got from Tony Hawk and Nigel Tufnel, thanks guys! The hair is real human and I’m sworn to secrecy who’s it is. What was the hardest part of realising your idea? Obtaining the human hair… Your design is pretty unusual - brings new connotations to full metal jacket - why did you go for this design? Mmmmm, I’ve been listening to Om and Sun O))) recently, it’s slow, heavy and pretty inspiring. How were you enlisted into the AM4040 operation? Press gang! Miranda from Clutter actually. What one accessory should every AM have? A flower in their gun. Finally, do you have a birthday message for AM? Have a few drinks but don’t get into a fight.

AM-40/40-052006

Operational Debrief

involved. So I fired off an email begging to be in the show. It worked! Talk about a childhood dream come true! Ha!

What memories do you have of AM? Did you have any when you were younger? Tons! I grew up on Action Man. Probably my favourite toys from childhood. My Action Man figures and accessories were one of the only toys I brought with me to the USA.

If you could design an AM figure for mass production what would it be and why? I would kill to make an Action Man Samurai! No matter how historically inaccurate he would be! Hell, if Tom Cruise can get away with it, why not Action Man! Super detailed, lots of diecast metal, accurate armour… oh there I go again, and the figure ends up retailing for several hundred dollars. Sigh….

Do you have any memories of any particular AM figures, outfits or accessories you had? I hade a bunch of stuff, but the coolest thing I remember about Action Man was when they released the figures with moving eyes...Eagle Eyes!! Had the little switch in the back of the head to move the eyes left and right. Coolest accessory ever!!! But why oh why did all his hair have to fall out after I took him in the bathtub? Sheesh! What influence do you think AM had on figure design in general? Without Action Man where would Michael Lau, Jason Siu and Brothersfree be today? Did it have any influence on you as a designer? Yeah, it probably formed the foundation for my obsession with 12” figures.

Custo

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How were you enlisted into the AM4040 operation? I heard about the show a bit late, but when I heard it was a show celebrating 40 years of Action Man I knew I had to get

What do you think AM will need to do to be as popular in another 40 years? Firebomb Sony, Nintendo and Microsoft headquarters… More importantly what do you imagine AM looking like and being able to do in 40 years time? Make me a damn sandwich.

Special Ops Intel The Interrogation Can you describe the idea behind your final design? I wanted to pay tribute to the influence Action Man had on my 12” Skullhead designs and wrap it all up in my passion for Japanese culture/history. I am Skullhead. I am Ninja. I am Action Man. How difficult was it to put your own unique style on to such an iconic figure? Some toys take a lot of pre-planning or are a struggle to conceptualise. This guy just flowed out naturally. Not only that, I think it may have been a bit therapeutic. What was the hardest part of realising your idea? Applying my beard to Action Man! I could’ve resculpted the head to look exactly like me but I wanted the likeness to be more subtle. I wanted to retain Action Man’s features as much as possible. So I had to figure out how to sculpt and paint onto the face without disturbing his natural features or scratching his factory paint job. Does he have any special skills or powers? Fly through the air, vanish in mid air, breath through a reed while hiding underwater, you know, the usual Ninja skillz. What’s his motto and/or mission? One Bad Ass Mother Fucker How tempted were you top make your AM a racing driver – cos that would have rocked! Hahahaha! Would you believe me if I told you I

spent a month trying to figure out how to get a helmet to fit over Skullhead’s giant dome? Nothing worked right. It’s genius that you can remove your figure’s skull head and reveal his head. Was that the idea from the start? Yup. The real beauty of this guy is in the details. From just looking at I think most people would assume I just used one of my own Skullhead figures. Nope. I hollowed out the head, swapped the hands and added the wings. He had to remain Action Man at the core. And as I put the pieces together in my head it all just sort of made sense. I am Skullhead, I am Ninja. I am Action Man!

How on earth did you manage to make Action Man’s stylish new beard? I love my beard and now you can too! Just send $19.95 and a self addressed stamped envelope to….

Finally, do you have a birthday message for AM? Thank you for all of the wonderful childhood (and adulthood!) memories!

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? One strong memory came back to me while working on this project, that you could never get him to stand up straight, you’d stand him up, turn your back to get another soldier and he’d topple over. Do you have any memories of any particular AM figures, outfits or accessories you had? My brother had a few, he’s three years older than me, so I’d get his old ones, slightly battered with bits missing. I do remember getting the eagle eyes for Christmas one year. I bought an original Intruder a few years ago (action man’s arch enemy). What influence do you think AM had on figure design in general? It’s hard to say, obviously it’s been the starting point for a lot of custom designs and there’s been a lot of similar military figures. Why do you think he’s so successful today as he was 40 years ago? Children love action figures, action man can do anything you want him to, your imagination can run wild. Should AM be anatomically correct? Is yours? No, he lost a few parts when he was killed. What one accessory should every AM have? Swiss Army Knife AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? A professional darts player.

Soldier Brsiefing

Name: Mark Jame Base camp: London Height: 5’ 8” Weight: 10st ushi.com Website: www.akam

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53 What do you think Action Man will need to do to be as popular in another 40 years? I’m not too sure, the problem is that the figure can only do so much, where as video games are so interactive now. Maybe he needs to be bought to life, like the Aibo, in forty years time that should be possible. More importantly what do you imagine AM looking like and being able to do in 40 years time? I imagine him being in a home, struggling to get by on a state pension. But if he’s still the same age as he is now he’ll probably just be sat in front of a computer bombing countries on the other side of the world.

Special Ops Intel - The Interrogation Can your describe the idea behind your final design? Action Man has been returned from war in a military coffin, another life lost. The grim reality of war. Are you happy with the way it turned out? Yes, it came together really well, exactly how I envisaged it, I wanted it to look like an actual action man accessory.

Did he die a hero or was he too young and inexperienced to be sent to war? He was an experienced soldier, he was sent to an unjust war, so you can’t really say whether he was a hero or not. It’s a matter of opinion, he was following orders. Your AM are quite controversial, as was your Chinpira figure (football hooligan). Do you like your figures to get people talking? The Action Men were intentionally controversial, I wanted to say something about war. Chinpira, was a caricature made up from the media’s perception of hooligans, but they didn’t see it like that, they saw it as me glorifying hooliganism. Not everything I do is controversial, unless you find mixing cardboard and plastic offensive. I do want my work to be interesting though, it has to interest me and others. Were you shocked at the price your figure achieve? I was surprised by the price, it was great it went for that. What’s his motto and/or mission? Never forget. Finally, do you have a birthday message for AM? Happy Birthday Action Man!

What was the hardest part of realising your idea? It wasn’t that hard to be honest, once I had the idea and designed it, I knew I could trust Ali (Morpheus) to make it exactly how I wanted the finished piece to look. Does he have any special skills or powers? No, he’s just human like the rest of us. Your original design for your AM was quite controversial what were your thoughts behind it and why did you decided not to exhibit it? Action Man is a war toy and I wanted to make a statement about that. The image is iconic in a way, one of the most shocking images to come out of the Iraq war. I wanted people to think about what was really happening. I chose not to exhibit it because I was concerned it could be taken the wrong way, that I was mocking the situation and could be seen as insulting. What statements did you want your AM to make? I wanted to make an anti war statement, war toys don’t seem right at the moment. Years ago soldiers went to war to fight for our country, they’d come back as heroes, we didn’t see what was going on, but now we get to see everything, far too much. Do your two figures follow on as a story? Being held captive and humiliated, then dying? Not really, it was more of a practical thing, I made the hood and cape myself in about two hours, but decided not to exhibit it, so I started working on a less controversial idea. What made you want to kill off AM? It’s nothing personal against action man himself, it was just something I felt at the time.

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Operational De-brief What memories do you have of AM? Did you have any when you were younger? My astronaut AM would always want to fight my James Bond 007 AM Only thing is the astronaut would keep getting shot in the leg by 007. Do you have any memories of any particular AM figures, outfits or accessories you had? I would make street clothes for my AM, hoodies and jeans. Its tough to sew that small. What influence do you think AM had on figure design in general? Articulation was well though out, it made other toy makers work to get a posable, working design. Did it have any influence on you as a designer? It was my position model for all of my super hero sketches. Should AM be anatomically correct? Is yours? My AM could use a bigger package (down there ) but otherwise pretty good. If you could design an AM figure for mass production what would it be and why? It would be an Action Man Bike Messenger. They would come with a messenger bag, a lock chain around his waist. Some packages, a 2way phone. The list of accessories are endless. Also he would come in a range of styles, NYC Messenger, San Fran, London, Tokyo, etc. What do you think AM will need to do to be as popular in another 40 years? Appeal to the underground sports. La parkour, Capoeira, Hand ball, Break Dancing etc. More importantly what do you imagine AM looking like and being able to do in 40 years time? He should have more hands in the same package, and a more expressive look on his face.

Special Ops Intel - The Interrogation Can you describe the idea behind your final design? I wanted to keep with the action man theme. He is a normal guy with specific talents, and looks the part. Are you happy with the way it turned out? I love it. I would have liked to have made a real exploding toy. But you canâ&#x20AC;&#x2122;t ship those! Oh wellâ&#x20AC;Ś How difficult was it to put your own unique style on to such an iconic figure? Not hard, I tried to stay true to the Action Man story. Does he have any special skills or powers? His expertise in toy construction and explosives and joins forces to fight evil, one toy bomb at a time. Nimble fingers!

55 What’s his motto and/or mission? Stopping toy terrorists all over the world. One toy bomb at a time What sort of direction did the guys at KR give you, or did they let you get on with it? They said,” you know what to do” and they were right. It’s a stunning piece of work, the clothing’s amazing. How did you go about making something like that? I’ve been sewing my whole life. Sewing small is kids stuff, I love it. We even noticed the similarity between the trainers the action man was wearing and the ones Kidrobot made with Nike. Was that your idea? Yes. We wanted him in all Kidrobot gear. Lucky for me, we found some AirMax shoes that fitted. The Dunny helmet’s also a stroke of genius, is this AM a biker then? No. he needs that just in case a toy bomb explodes while dismantling. Finally, do you have a birthday message for AM? Happy Birthday fella. You haven’t aged a bit. Must be all that clean livin’.

Soldier

Custom Intel

Briefin Name: M g AZE M23 (for Kidrobo t) Base ca mp: Kid robot NYC Height: 5.5 Weight: 140 Website : kidro bot.com

ploding Toy Code name: ETS Ex Specialist : Two weeks Operation timeline Bomb proof Dunny Special features: f leather Dummy helmet, Fire proo robot AirMax 90s id uniform, Nike/K e disarming Kit. Weaponry: Explosiv luck Yellow Munny Trigger case. Good toy AM Works for the Basic Idea: This rvice. He will Kidrobot secret se y Bomb emergency. respond to any To Toy construction His expertise in in forces to fight and explosives, jo at a time evil, one toy bomb

AM-40/40-052006

“Kill all humans!” Operational De-brief

What memories do you have of AM? Did you have any when you were younger? I had the 1960’s Frogman and arctic explorer sets. I think I finally ended up setting them on fire at some point. What influence do you think AM had on figure design in general? I have no idea. Did it have any influence on you as a designer? Not really What one accessory should every AM have? Sentience. Do you have any memories of any particular Action Man figures, outfits or accessories you had? The Arctic guy had a most excellent rubber sled dog. Why do you think he’s so successful today as he was 40 years ago? People like to set things on fire. Should AM be anatomically correct? Is yours? Gentlemen do not kiss and tell. If you could design an AM figure for mass production what would it be and why? I would make an ‘alien enemy’ for the regular action men to fight. AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Riot police. Then he could beat up the Action Soccer Thug. What do you think AM will need to do to be as popular in another 40 years?

Probably have a wireless connection to the internet and play videos.

More importantly what do you imagine AM looking like and being able to do in 40 years time? Blobs of plastic used to fend off roving packs of feral dogs in the endless struggle to pry canned goods from the rubble of once proud cities.

Special Ops Intel - The Interrogation How were you enlisted into the AM4040 operation? Top secret international communication protocol. So, Email. Can you describe the idea behind your final design? Lately, I have been into squidly aliens. What was the hardest part of realising your idea? Trying to glue that crappy rubber thing I used on it. Are you happy with the way it turned out? Hmmm...no. I wish I had done a better job actually, but ..I suck. How difficult was it to put your own unique style on to such an iconic figure? Just some glue and wires Does he have any special skills or powers? Amazing sucker-grip What’s his motto and/or mission? Kill all humans! You’re known for a lot of army-inspired work like the AT-AT’s, did you want to make a full vehicle AM – tank or jeep? That would be amazing. There would actually be a pretty good market for a 1/6th accurate WW2 German tank or halftrackhuge. Were you tempted to have AM smoking? No…hard to get a light in a methane ocean. When the figure was on display it was hard for people to believe that there was an AM under there somewhere. Can you confirm it’s under there? Sure-pull off its head, he’s in there. Finally, do you have a birthday message for AM? Yes. Please keep your dog out of my yard.

Soldier B

riefing Name: Fran k Kozik Base camp: Sol III Height: 75 “ Weight: 22 0 lbs Website: t oo lazy to update it

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AM-40/40-052006

OPERATIONAL RECON Michael Lau is seen by many as the ‘Godfather’ of the urban Vinyl world. His custom 12” figures paved the way for other artists to use this new medium as an artistic outlet. His work is heavily influenced by ‘fringe’ cultures such as Hip-hop, skateboarding and Graffiti, and these styles are seen as re-occurring themes throughout his work.

Soldier B

riefing Name: Mich ael Lau Base camp: Hong Kong Height: --Weight: --Website: T op Secret!

ntel I m o Cust : SFAM e:

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OPERATIONAL

RECON

LA born and bred, Joe Ledbetter is well known for his paintings of cute cartoon characters and his toy designs. His distinctive style is characterised by Thick black lines, bold colours and the use of shadow and highlight.

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Soldier B

riefing Name: Joe Ledbetter Base camp: LA LA Height: --Weight: --Website: w ww.joeledb etter.com AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I played with GI Joe (Action Force).... the bad ass lil’ 3” guys. I thought 12” figs were for girls when I was a kid. Do you have any memories of any particular AM figures, outfits or accessories you had? Um... I had a dope jet fighter, and that cool Snake Eyes fig... Ninjas rule! What influence do you think AM had on figure design in general? I think it brought a sense of “reality” to figures... now a kid could play war with a toy that actually had all the cool guns and stuff. Did it have any influence on you as a designer? No. But I had an INSANE Lego addiction as a kid. Why do you think he’s so successful today as he was 40 years ago? Kids like guns and blowing shit up. How were you enlisted into the AM4040 operation? Drafted... I tried to move to Canada, but they told me it wouldn’t matter. Should AM be anatomically correct? Is yours? Totally! You’re gonna give a kid a toy with guns and such, yet not “expose” them to anatomy? Besides... smoothies suck! What one accessory should every AM have? A switchblade... you can always use a switchblade! If you could design an AM figure for mass production what would it be and why? Hmm... seeing as how almost everything has been done in the 12” genre, I’d probably just make him a ninja.

Did I mention ninjas rule? Special features... definitely gotta have throat chopping action. AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Toy designer. Then he could have all kinds of cool art supplies that we could use for other customs What do you think AM will need to do to be as popular in another 40 years? It’s pretty obvious... he’ll have to be able to play video games with the kid. More importantly what do you imagine AM looking like and being able to do in 40 years time? He’ll probably be a working robot that puts other Action Men together... slowly building an army and waiting for the right time to take over the world.

Special Ops Intel The Interrogation Can you describe the idea behind your final design? Doing a 12” as a custom was a real challenge. There are so many things you can do with a 12” fig, so I just tried to incorporate some of my elements into it. What was the hardest part of realising your idea? Getting all the materials... without having to sew a little tiny outfit. Does he have any special skills or powers? Nope. It’s just a toy.

What’s his motto and/or mission? His mission is to stand there without falling over. Is your AM a peace keeper or a rebel at heart, ready to draw on any surface with his marker pen? Most definitely a rebel. Is there any significance to the dollar sign on his face or is it just putting your stamp on the figure? The “BIG MONEY” icon is something I’ve been using a lot in my work lately. It basically represents how things can get fucked up priority wise when all you work to achieve is the almighty dollar. There’s much more in life to strive for, and in today’s culture those things aren’t always put above money. Did you have any problems making the figure? Not really. Though I do wish he could stand on his own better.

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Custom

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Operational De-brief What memories do you have of AM? Did you have any when you were younger? I have collected toys since I was child and I have always been fascinated with the idea of things being reproduced at a smaller scale to create a miniature version of reality, or easily present another perspective on reality. What one accessory should every AM have? Every Action Man collector needs a Peace and Munitions Dump – a 1:6 scale skip in which to discard the weapons by Mahatoys (available from www.dpmhi.com)!!! Do you have any memories of any particular AM figures, outfits or accessories you had? Judo – personal favourite Why do you think he’s so successful today as he was 40 years ago? 40 years ago kids were not hooked on video games and television, they played with their favourite toys, like Action Man, for many years rather than trading them in for the latest fad. Action Man has since become a collectible item.

Special Ops Intel - The Interrogation

“Every Action Man collector needs a Peace and Munitions Dump”

Can you describe the idea behind your final design? Using Mahatoys as a vehicle for a positive message and positive influence on toys, I am also inspired, in general, by figures who encourage radical rethinking and ask people to consider life from different points of view, like Mahatma Gandhi. What was the hardest part of realising your idea? Perfecting the skin tone. How difficult was it to put your own unique style on to such an iconic figure? Not difficult. What’s his motto and/or mission? Mahatma Ghandi was a visionary who struggled for freedom with non-violence, hope and peace. Is Ghandi a person that inspires Maharishi a lot? Is he a Maharishi (“Great Visionary”) himself? Ghandi is of course a great visionary and inspires us continually – a life sized Ghandi sculpture resides in our office. We have also incorporated his theories.

Briefing Soldier

Custom

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AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I only had one when I was a kid, probably about four or five years old. Very tactile, took the fall right from the word go. Do you have any memories of any particular AM figures, outfits or accessories you had? He was the bearded rock climber, I think he had a knife, a pistol, a bit of rope and what I thought at the time was a tin mug, but now I think it was to put over his hands to help get his sweater on. Still not sure. Picked up various bits and pieces of equipment for him in the next couple of years. Got the deep sea diver’s helmet from somewhere, essential kit for a rock climber. What influence do you think AM had on figure design in general? Pretty well the standard, all others followed. Did it have any influence on you as a designer? I always thought he was the most poseable of figures back then, so in terms of physical dynamics and general form I thought he had great play value as well as adaptability. It’s a very simple idea. Why do you think he’s so successful today as he was 40 years ago? Again, it’s the simplicity and adaptability. How were you enlisted into the AM4040 operation? Got a call from the reverend Rob Ames at the ‘Bro. Added a couple of years to me age, signed up. What was the hardest part of realising your idea? Getting the notorious clear resin to behave. What one accessory should every AM have? A punter with an imagination. If you could design an AM figure for mass production what would it be and why? Well I’m not telling you, am I! Ha ha! Nah, I don’t know something simple and responsive to manipulation. Maybe something with a lifespan. Don’t know. I’ll have to wait till I get commissioned and see. AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Ghost of war. Rise! Children are playing more and more with Playstations and other electronic devices over just traditional toys. What do you think AM will need to do to be as popular in another 40 years? Don’t sell out (in his principle I mean, not manufactured units). Let computers do their thing. Fair play to ‘em. Action, that is Mr Man, is the front line in tactile, scale adventure. There will always be a role for him, and if future punters can’t see it, it’s their loss.

Special Ops Intel The Interrogation Can you describe the idea behind your final design? It’s more of a comment on my relationship with Action, rather than a tour de force of my ability. As for the metaphors, I hope the two – way aspect is clear. Creative play provokes a response that takes you further, and Action is like an extension of ones self, taking all the heat that comes his way. Are you happy with the way it turned out? Yeah, all things considered, it says what I wanted it to say. How difficult was it to put your own unique style on to such an iconic figure? Thought about it for twenty minutes, made a decision and didn’t deviate. To keep tinkering and re-working it would lose the honesty, and that’s what I wanted, rather than stunning craftiness. Does he have any special skills or powers? He puts funny ideas in me head. What’s his motto and/or mission? Aahhh. Just to tell it like it is. He. Me. We. (to mis-quote Cassius Clay) Is that real blood in the figure’s head? Whose is it? How did you manage to seal it in there? Yeah that’s me own. Solid, clear resin skin, little pool of blood, filled up with more clear. Organic stuff doesn’t react well with resin,

65 so it splattered around and made little fractures. Came out a bit more gruesome than I wanted, but hey. Only had time for one shot at it. More importantly, how on earth did you come up with the idea in the first place? Ah, I just wanted to really put a bit of me in there, make a connection, you know. And it’s honest and brutally real. Sort of gave me a feel for Action’s world. Your figure has a lot of writing on his body, but what’s his message? Well those words and phrases were rambling thoughts, I wrote them out one after another till I had enough. It was me idly thinking about dramatic action scenarios. Sharp eyed viewers may have noticed references to stuff like ’Where Eagles Dare’, ‘2000 AD’, ‘Blakes 7’, and other highbrow productions. Is your figure a puppet master of some kind? A puppet master of every kind. Abstract, subliminal, dominating. Finally, do you have a birthday message for AM? Your health, sir. Cheers.

g: Soldier Bsorniefin Name: Dene Ma ord Base camp: Watf Height: 6ft Weight: 12st cret Website: Top Se

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AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? It was a quite and expensive toy at that time in Japan. I remember I got one as Christmas gift. Do you have any memories of any particular Action Man figures, outfits or accessories you had? I liked the SAS version – very cool! What influence do you think AM had on figure design in general? I think Action Man introduced the fusion of characters and articulation to a whole new market. Before, it was girls who had these types of toys, but then when Action Man arrived, boys got the same thing. That opened up a lot of people’s imaginations! Did it have any influence on you as a designer? In terms of style, no, I don’t think so. But, I definitely admire it as high-spec toy. Why do you think he’s so successful today as he was 40 years ago? It is because it has both impregnable concept and flexibility in design. Different versions mean one day he can be a diver, the next time he is a spaceman. Different outfits meant people could change things at home and build their own special customs, so they could have a unique figure. How were you enlisted into the AM4040 operation? Comrades at Clutter invited us to take part, and we were very happy to accept. What one accessory should every AM have? Maybe some device that interfaces with mobile phone or i-Pod. If you could design an AM figure for mass production what would it be and why? I hope I would be allowed to produce my own character in the Action Man line! AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Evirob, obviously!!! Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think AM will need to do to be as popular in another 40 years? It is difficult for sure – there needs to be a balance between producing something unexpected that will excite people and draw in new fans and collectors, but also not betraying the loyal fans. More importantly what do you imagine AM looking like and being able to do in 40 years time? I think he will end up as a virtual action figure.

Special Ops Intel - The Interrogation

Can you describe the idea behind your final design? It’s my vision of what if the Evirob character, which we co-own the copyright with Devilrobots, were made as live action film in the 60s and merchandised as an Action Man toy. What was the hardest part of realising your idea? The hardest part wasn’t the Evirob style, as we know that well. It was trying to translate that unique character onto an Action Man, but keep it within a very simple, early 60s style. Does he have any special skills or powers? He sails between different times and eras. What’s his motto and/or mission? Fighting against himself from a future that has been steeped in vice. Did it feel weird to be creating the custom for this show rather than having people customise your Kubrick/bearbrick figures? I really enjoyed it – something a bit different and also a challenge. You are renowned for producing some very highly detailed 12” figures, to what extent were you influenced by early stuff like AM? Action Man is my spiritual mother… How much do you think 12” figures have evolved since AM was first created? Although 12” figure quality has been improved overall, in terms of the materials used, the moulding processes, the clothing and how it is made and the number of accessories, it doesn’t necessarily mean that every 12” nowadays is more evolved than Action Man. Evolution blesses only the ones who realize it. Makers who are aware of the fact always challenge the evolution, while unconscious ones keep making inferior copy products. Finally, do you have a birthday message for Action Man? I would like to celebrate the great mother’s birthday. Your son will keep trying so that he can go over to you someday.

Custom

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2Ryu as RA 3-2 Name: : UEHA p m PAN a A c J YO Base KU TOK A Y U B 5,SHI T : 6FEE Height ound p o.jp 4 3 : 1 mtoy.c o c i d Weight e .m e: www Websit

Intel Code n ame: R yu Operat ion ti m eline: Specia 30days l feat ures: old AM I foll taste owed of its hero’s live-a image. ction Weapon ry: ho r ns on Basic his he Idea: lmet. A hero travel who ti s. meAM-40/40-052006

Operational Debrief What memories do you have of AM? Did you have any when you were younger? They stood up to all manner of home produced ordnance, rubber suits that were too tight to get back on (particularly the Space Ranger), home knitted jumpers, Schmeisers and cutlery in the canteen! What influence do you think AM had on figure design in general? He established a high standard in possibility and attention to realistic detail. He was probably the first brand specific collectable as well… certainly for boys! Did it have any influence on you as a designer? Yes, we are always thinking about the story that we’re telling.….. and we’ve influenced him back, but perhaps not as much as we’d like! Why do you think he’s so successful today as he was 40 years ago? It seems kids will always love war and fighting as their main theme in the development of role play. How were you enlisted into the AM4040 operation? We had to run 3 laps of the Monopoly board carrying all the Buckaroo equipment, strip loads of Action Man weapons whilst blindfolded answering a bunch of Trivial Pursuit questions then drink a few strong cups of tea. If you could design an AM figure for mass production what would it be and why? Okay this is a bit random but…. A werewolf with elongating muzzle/ears, retractable claws and tail, fur suit and super attack sprung loaded legs. He could come with a bunch of sheep carcasses. What one accessory should every AM have? A can of Special Brew or 10 Marlboro Lights… you decide. What profession would you like to see AM take up next and why? I think the characters who survive the ravages of time and fashion

are the ones who are more real in terms of personality. They are not perfect and they have darker sides as well. Kids now are far more receptive to this so it becomes part of their play pattern. Let’s have a bit of anti hero/dark path. A good old fashioned tortured soul! (I think there’s a repetitive theme emerging). What do you think AM will need to do to be as popular in another 40 years? He’ll certainly need to keep his shit together.

It will all be about the constant development of his character and therefore the imaginations of the kids, inline with a bit of cross platform action…. and please…. no robot-dancing. More importantly what do you imagine AM looking like and being able to do in 40 years time? The style is unpredictable but I think he’ll swing back towards the ultra realistic. More exotic manufacturing materials will become cost effective and new techniques will allow us to give him the greater realism. Regardless, he should retain his full articulation and core values.

Special Ops Intel The Interrogation Can you describe the idea behind your final design? He was an amalgamation of things I was into as a kid. Kids are very fickle with their interests so I wanted to draw on a number of them, as my action men were assembled from all kinds of gear. I wanted the influences to be quite obvious…but not all of them are. The “not so obvious” Elvis reference comes from the King being the first person I have any recollection of dying… and all I could remember was that he sang and shot the occasional television. Are you happy with the way it turned out? On the whole yes…. But there was plenty more we wanted to add in. We’ll save those ideas for the next one! How difficult was it to put your own unique style on to such an iconic figure? Our job is always to produce work following someone else’s influence so this time it was fun to “just do it”. Our own style is quite subtle so as not to interfere. We found it easy and we hope this manifests itself in the quality of the work. As to a unique style I think that the telling will be in the next few pieces we do. Does he have any special skills or powers? As well as the obvious armaments he can sing ultra low frequency ballads that disable his opponents bowel controls. What’s his motto and/or mission? DESTROY ALL TV’S! The mainstay of your work is model making, how did it feel to be given free rein on a custom? Amazing….we got to ask ourselves questions that we already knew the answers to! It’s a beautiful figure, flawless even. It’s

Soldier Briefirpnhg eus

Name: Mo : The Base camp n ting Plai n Great Hu shire) (Hertford .16m 7 Height: ) d (combine 02.1 kg 3 Weight: ) (combined www. Website: s.com u bmmorphe

Custom In tel Code nam

e: Destroy All TVs Operation timeline: 100+ hours Special fe atures: He l icopter backpack, NAW optica l equipment. Weaponry: 12mm Rotar y Cannon, 30mm Rocke ts, Cuban H eels Basic Idea : Everythi n g into when we were we were ki ds.

hard to believe that there’s still an action man figure under there somewhere. Can you confirm he’s in there? He is, but rather brutally minus head, hands and feet. How did you go about making the figure? Describe some of the processes you had to go through. Most of the components were hand shaped using simple forms machined in resin. The head for example was built from a stack of machined profiles to help keep it symmetrical. We worked the basic forms, taking out the volumes to create spaces for the cannon and the eye then we completed the styling around those spaces. Meanwhile the details were being machined as components. All parts were smoothed, finished and coloured before being put together. Extra details like the lenses were saved until completion of the entire figure to avoid damage. The armour was vac formed acrylic. Hands and feet were modified from another figure. The under suit was robbed for a foot high glam rocker we nearly trod on in Hammersmith months ago. We pretty much used every machine in the work shop (mill, lathe, sander, band saw, computer, cnc, vac-caster, vac former, plotter, toaster, microwave, kettle) and every material we have (resin, model board, acrylic, sculpy, miliput, wax, silicon rubber, acrylic paint, cellulose paint, 2pak paint, cuppa soup, teabags). Finally, do you have a birthday message for Action Man? “Happy Birthday me Ol’Mucker” and lay off the bloody cakes coz we’re working night and day to keep you looking trim! AM-40/40-052006

How do you think the toy scene has changed since 1966? Both mainstream and designer? Hmmm, how long have you got? It’s changed in so many ways – licensing for instance, the idea that a toy was an extension on something else, the toy plugging the film plugging the toy. Thats happened in designer toys as well with all the brands moving into toys. It’s funny how it took the designer toy scene to come around before people started doing very small runs and home industry type toys. It probably has to do with the fact that grown-ups can and will pay more money for their toys than kids. Grownups have the strangest relationship with toys and collecting, just search for “empty box” on eBay. Should AM be anatomically correct? Is yours? He’s got a cap for a head! Funny actually, Barbie has people complaining that this isn’t the right ideal to set for young girls, I’ve never heard anything like that said about AM. Remember when they started making Star Wars figures again? Suddenly Luke, Leia and everyone else where all beefed up, that was weird...

Soldier B

riefing: Name: Kenn Munk Base camp: Århus, Den mark Height: 18 0 cm Weight: 73 kilos Website: w ww.kennmun k.com

Custom In tel: Code

name: Self -made Man Operation timeline: hard to sa I worked o y... n him on a nd off, bu probably a t week or so . Special fe atures: Gr een tank-l skin. Need ike s new shoe s. Weaponry: High veloc ity jetstr facial noz eam zle, Stenc il Basic Idea : Action M an re-inve himself... nting

Operational De-brief What memories do you have of AM? Did you have any when you were younger? Actually I didn’t, this one was my first ever Action Man! A friend of mine who lived behind the concrete factory (the coolest playground ever) had a couple and loads of accessories. I remember thinking that the flock hair was strange. What influence do you think AM had of figure design in general? Well, he’s sort of the father of 12 inch figures isn’t he? But he’s more than that, he’s a cultural icon. I think he pushed the idea of articulation in figures forward and he made it all right for boys to clothe their toys. In a way he’s also done his deal for customizing, mums were sewing clothes for him since the beginning.

Why do you think he’s so successful today as he was 40 years ago? Well, for one he’s younger than he ever was, isn’t he? I mean, he’s more of a kid now than back in the day. All he does these days is extreme sports, back then he fought Nazis. His smoothest move was publishing his diary when he did his comeback in the nineties. That played on the whole pop-culture icon thing. And it worked, probably not towards kids, but towards grown-ups who’d played with him when they where kids. AM has evolved a lot of the years, if you could have added one feature to the figure what would it have be? I’m not gonna ask for a penis, but I would like his arse-crack to end a bit sooner. Less controversial answer: chest hair! If you could design an AM figure for mass production what would it be and why? Stylized features maybe, a bit like what Coarsetoys did. Maybe do it as a sort of building block toy, pick a torso, pick legs, pick arms and a head, stick them together for that personalised look. Or maybe one with intricate light-up tattoos. Or that chameleon-type plastic that changes colour in the sunlight. But not one with see-through skin... What do you think AM will need to do to be as popular in another 40 years? He has to span media. Like he did with the diary, computer games and movies. I’m a sucker for that stuff, I mentioned Star Wars before, so it’s probably because I grew up with all that merchandise. Maybe he should get into sponsorships, those laser scar removers might be interested or, more seriously, street wear.

Special Ops Intel - The Interrogation Can you describe the idea behind your design? The idea is that AM re-invented himself, he used to be a mainstream soldier-toy, but wants to be a designer toy. This was my basic premise as most of the 40 designers belong to the designer toy scene. Well, I made him bit of a designer toy cliché, adding graffiti, sneakers and street wear to the equation. The part of him re-inventing himself is literal, he’s redesigned his look by stencilling that star on to his chest. There’s still a lot of the army theme present, the green metal skin, the markings, after all, he’s still an old trooper. How long did it take you to make and what if any additional materials did you use? First I was going for another idea: I was going to make his head a big

gun and make his body quite bulky and armoured looking with loads of curving plates. His belly stems from this idea. The gun idea didn’t feel right, it’s was merely an effect and I tried coming up with something else, one fine morning I noticed how the cap of my deodorant looked a bit like a cap on a spray can and the idea was born. I sanded off the armoured bits and made the one you know. Apart from the good ole AM there’s a plastic spoon, the wheel of a model kit tank (holding the deodorant head and some other bits and pieces glued on him). The clothes were found online.

Are you happy with the way it turned out? I really am! I was struggling with the gun idea, but he turned out better than I had hoped for. He’s quite iconic and I like that. He’s like a logo almost. What was the hardest part of realising your idea? The paint kept flaking off. My primer didn’t really stick to him very well. I was worried about this from day one, because of the way his joints are connected, but it was bad so I had to glue the joints, making him a not very action-type action figure… Your design isn’t quite as military as some others. Were you trying to step away from the traditional theme of AM into something more contemporary the stencil artist? I think military styles are very contemporary. While I love military lingo and visuals it’s all become a bit much. I mean, I see women my mum’s age wearing camouflage in the streets, so I wanted to comment on the military style, go happier and more playful. That’s one of the reasons I dropped the gun-head. It’s very much a guy thing the whole obsession with military themes. I’ve previously made a camouflage font and a bunch of soldier-stencils so I figured it was time to add something new. The stencils and the font are available from my website if you want to check them out. Finally, do you have a birthday message for Action Man? Sorry I didn’t get to meet you sooner, sorry I cut off your head. I probably would have done that if I’d met you sooner, only my mum would have told me off for doing it.

AM-40/40-052006

Operational Debrief What memories do you have of AM? Did you have any when you were younger? Jodie: My brother had one, I remember wondering what was underneath his blue stuck-on pants. I made him marry Sindy and they’d drive around in Action Man’s Jeep, much to my brother’s disgust! How do you think the toy scene has changed since 1966? Both mainstream and designer? We are both fans of old toys as well as new ones, and despite all the technology in the “robo-this” and “virtual-that’s” you get nowadays, the basic concept behind toys is the same… to entertain. The visual design of toys has moved with fashion, but essentially, the mainstays of the genre haven’t changed much at all. Should AM be anatomically correct? Is yours? Unless he is unstitched from his cumulus nimbus cocoon no-one will never know! What one accessory should every AM have? Plastic Pants! Why do you think he’s so successful today as he was 40 years ago? Because he’s got a scar on his face to look cool and attract the ladies.

Custom Intel:

Code name: Undercover All-Weather Action Man Operation timeline: UAWAM was made over the course of 3 days Special features: Like a cloud, Soldier Briefing : UAWAM can disappear in any weather Name: Peskimo condition and keep his eagle eyes Base camp: We ar e open for trouble. currently worldw ide agents Weaponry: He shoots out a hail storm Height: 11’ 7”(c of ice pellets and snow to confuse ombined) Weight: 3 tonnes and befuddle the enemy with slight whilst riding on our ar chance of rain moured tank Basic Idea: He’s a man in a cloud Website: suit and has cloud like abilities.

http://www.peski

mo.com

AM has evolved a lot of the years, he gained real hair, a beard, the ability to talk and moveable eyes. If you could have added one feature to the figure what would it have be? A life-time partner.

Children are playing more and more with Playstations and other electronic devices over just traditional toys. What do you think AM will need to do to be as popular in another 40 years? Ringtones and Computer Games, surely. And he should probably be the first man on Mars. More importantly what do you imagine AM looking like and being able to do in 40 years time? You should be able to superimpose your own face onto the Action Man figure so that you are the Greatest Hero of Them All!

Special Ops Intel - The Interrogation Can you describe the idea behind your design? The Undercover All-Weather Action Man is one of the assignments that AM gets every now and then that he hopes no one will find out about. How long did it take you to make and what if any additional materials did you use? It took 3 days (we had a tight deadline). Aside from cardboard to strengthen the scenery, the majority of what you see Action Man surrounded by is felt. And a small sticker with letraset. Did you make the clothing yourself? Jodie: Yes, I sewed Action Man into his cloud costume Olivia Newton John Style. Are you happy with the way it turned out? Yes, he’s a little bit silly, so we are very happy. AM seems like a fair jump from your usual style – was it a challenge to do this rather than customise a Dunny or Qee? He is less of a blank canvas than the usual customising fodder, hence we thought it best to disguise him as an object, as we prefer these to people. Your AM has the look of AM being an unwilling participant in his child’s school play...is this what you think really happens to him away from the barracks? He’s probably a cub/scout leader or something… not sure if he’s got kids… or even a girlfriend. We assume he just hangs out in his cloud costume and performs rain dances on Bank Holidays. Finally, do you have a birthday message for Action Man? Happy Birthday, eat more cake and stay off the beer if you want to avoid increased production costs from that beerbelly. Lots of Love, Peskimo.

AM-40/40-052006

Operational Debrief What memories do you have of AM? Did you have any when you were younger? Me and all my friends were obsessed with Action Man, from around six year onwards. I remember building very elaborate bases and obstacle courses in trees and shrubs around where I lived. And being completely immersed in complex game play from breakfast to bedtime. Do you have any memories of any particular AM figures, outfits or accessories you had? The one and only Action Man I ever had (and still have) is the model with the rip cord in its chest that when pulled out to differing lengths, would bark out crazy commands. What influence do you think AM had of figure design in general?

A huge influence. Action Man is solely responsible for the resurgence in popularity for the clothing and accessorised ‘urban vinyl’ collectable action figure. Did it have any influence on you as a designer? Yes. Because it had one very important ingredient…It encouraged imaginative play. That is fundamental to me in resourcing interesting and challenging toy products for my store. Why do you think he’s so successful today as he was 40 years ago? Simply because good ideas never die. How were you enlisted into the AM4040 operation? An arm-lock and a verbal threat that my BxH collection would be held to ransom by the notorious ‘Triclops boyz’. Should AM be anatomically correct? Is yours?

Good Lord – no! Dangling bits would get in the way of all the dynamic action adventure and distract the kids. If Action Man had been anatomically correct, perhaps this generation of designers would be influenced in very different ways. What one accessory should every AM have? Dry-transfer tattoos (fuzzy green). If you could design an AM figure for mass production what would it be and why? Zombie Flesh-Eating Man. With glowing eyes and an extra layer of rubber skin that can be ripped off and chewed. What do you think AM will need to do to be as popular in another 40 years? In another forty years we’ll all be plugged into cyber-space. Children won’t need to play with an Action Man they’ll be playing him for real (albeit virtual).

What’s his motto and/or mission? Dance the night away.

Special Ops Intel: The Interrogation Can you describe the idea behind your final design? Playlounge was interested in representing Action Man within a time line that would show the changing cultural attitudes over four decades. We considered portraying him in war movies that were iconic to each decade, but thought this was too obvious and literal. So we put Action man into four movies that had a dance routine – to reflect the spirit of imaginative play. Are you happy with the way it turned out? We were a bit nervous that a video installation would be such a radical departure from the project brief and from anything else that would be exhibited. But we always like to push the boundaries and we had a lot of fun doing it, so yes, we’re very happy with the end result. How difficult was it to put your own unique style on to such an iconic figure? We were wary of trying to impose our own brand onto Action Man. We simply created a playful environment for him to interact within. What was the hardest part of realising your idea? Compositing the images. Does he have any special skills or powers? The power of dance.

Did you collect AM as a child – did it inspire you to open a toy shop? I only had one action man, but tonnes and tonnes of uniforms, equipment and accessories. He was one of a number of ‘design classic’ toys that inspired me as a child, and inspired me as an adult to open a toy store dedicated to toys that had a strong design ethic. You took an approach to Action Man like no other. Who would have expected to see Action Man dancing through the years? How did you come up with the idea for that one? We wanted to demonstrate that although Action Man was primarily marketed as a military play-figure, his role wasn’t necessarily restricted to that in imaginative play. So we set about looking for ways to portray Action Man beyond his military service in a way that would reflect the diversity of cultural references that have influenced us over the past 40 years. How did you convince someone to dress up as Action Man and dance for the camera? I think he was quite thrilled to do it. We told him he was auditioning for the new look Action Man doll (Anatomically correct version). Finally, do you have a birthday message for Action Man? Happy Birthday. Now back to work!

fi r Briee e i d l o S g

un reet, Playlo eak St Name: B 9 1 amp: Base c 9RP , W1F London sified s : Cla t h g i e H uk sified ge.co. : Clas t h g i e ayloun W l p . w w e: w Websit

Custom

Intel Code n ame: A ction the Mo Man at vies Operat ion ti meline month : 1 Specia l feat ures: footwo Fancy rk Weapon ry: Da ncing Basic shoes Idea: A ction repres Man ented throug decade h four s of m ovie m number usical s. AM-40/40-052006 AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I had two Action Men when I was a nipper. The first was pretty basic, but he was fatally injured on duty (my auntie’s Doberman mauled him <sob>). Following a pre-Christmas recruitment drive he was replaced with a supreme specimen. Do you have any memories of any particular AM figures, outfits or accessories you had? Eagle eyes, scarred cheek (don’t think he could hold his razor with those pre shaped hands) and 1984 LA Olympics running kit- resplendent with Union Flag on the singlet. And a diving suit. Ooh, and a little dinghy thing with an inflatable outer. What influence do you think AM had on figure design in general? Action Man had key functions like moving eyes, arms and legs. Star Wars figures could only dream of being so flexible. It was clear that the likes of Mattel and Hasbro followed Action Man’s lead later on when they were bringing out stuff like A-Team and He-Man. Did it have any influence on you as a designer? Certainly. As someone who now designs functional sportswear I think spending my formative years kitting out the world’s finest soldier would definitely have had an impact in later life. Why do you think he’s so successful today as he was 40 years ago? He’s kept up with the times. Whereas Barbie’s now got an oldfashioned name, and has been exposed as a harlot since her split with Ken, Action Man never had a “name”, or set friends so he belonged to the owner. In the 60s he was probably called George and now he’s most likely called Callum or something. He’s got a proper enemy, and good weapons. That’s what the kids want. They want to blow stuff up. How were you enlisted into the AM4040 operation? I was boarding a flight to Boston when a man posing as a customs official gave me a brown envelope sealed with wax and took me into a secret room. I don’t really want to talk about the rest. Should AM be anatomically correct? Is yours? I think he’s fine as he is. There were a few occasions when him being “anatomically correct” could have been a bit too much, especially when he came into close contact with my sister’s Sindy. You can’t trust young lads with dolls with “bits”. Can you imagine Action Man sharing a toy box with those “Bratz”? There’d be alcopops and spent johnnies everywhere next time you went to play with them. What one accessory should every AM have? Gaffer tape. There’s not a lot you can’t do with gaffer tape. If you could design an AM figure for mass production what would it be and why? For me he’d be fairly Colin Farrell-esque. Most kid’s toys these days are about lifestyle rather than profession, so Action Man would be a Colin Farrell style bad boy with a roguish charm. He’d still carry guns and be able to climb up the sofa at lightning speed like always, though.

What profession would you like to see AM take up next and why? I’d like to see him as a “B-list celebrity assassin”. I think if the next generation grew up with the idea that all these ponces were “the enemy” rather than something to aspire to, Britain would be a better place. What do you think AM will need to do to be as popular in another 40 years? Keep up with the trends and maybe relate to characters in the games. Imagine being a little boy who’s just spent hours on a computer game and then you can pick up Action Man and recreate everything you’ve just done in 3D. More importantly what do you imagine AM looking like and being able to do in 40 years time? It’s hard to say, but I just hope he stays in tune with his past whilst still being modern and doesn’t end up looking like some clown from Big Brother or something out of a boy band.

Special Ops Intel - The Interrogation What was the hardest part of realising your idea? Trying to make real clothes, but really small. And the shoes. How difficult was it to put your own unique style on to such an iconic figure? It was a big challenge. We wanted him to still look tough, but with an air of irreverence and cool about him.

Are you happy with the way it turned out? Yeah, for sure. We assigned a designer to give him a look which talked into what Action Man would be today if he were a real bloke.

Does he have any special skills or powers? He’s the best breakdancer in his battallion and he can dish out evils to make a man cry. He’s also a dab hand at mixing G and T’s. What’s his motto and/or mission? “To be the most desirable Action Man in the world”. Your AM seems to be quite an Urban fella. What kind of thing could you see him getting up to? When he’s not busy making the streets a safer place, he can often be found larging it in Panacea in Manchester, suggesting threesomes with the girlfriends of famous footballers. Can we expect to see his outfit appearing is a shop in the near future? I’m not sure we have so many customers as “vertically challenged” as Action Man. Maybe in a bigger size, though. What kind of sports is your AM into? Being a Puma Action Man, he loves football, golf, motorsport and athletics. Although not necessarily in that order. He’s pretty handy at crown green bowling too. Finally, do you have a birthday message for Action Man? Thanks for being my mate when I was a kid. Live forever. And whatever Barbie says, that kid isn’t yours, it’s Ken’s.

Can you describe the idea behind your final design? Creating a figure who was very “now”. Action Man has never been “classical”, but has always been geared towards capturing the zeitgeist.

Soldier Briefing:

Name: Puma Base camp: Herzogenaurach, Germany Height: 6’ 0” Weight: 82kg Website: www.puma.com

tel: Custom In e Cat that

got the Code name: Th cream 32 hours line: Approx. Operation time for es: Too cool Special featur school. e eme performanc Weaponry: Extr . er , bottle open trainers, iPod ion sh ging war on fa Basic Idea: Wa slouches. AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I had a couple of Action Man figures which I still own. The gripping hands have perished and rotted off though. I had one with a beard which looked like my dad. What influence do you think AM had on figure design in general? I suppose Medicom, RAH and Michael Lau et al are still using the body shape as an inspiration... Did it have any influence on you as a designer? Not particularly. What one accessory should every AM have? Bullet proof blue trunks. Do you have any memories of any particular AM figures, outfits or accessories you had? Loads. My favourite accessory was a helicopter backpack that Action Man could wear. He could swoop down and land on his German WW2 halftrack. Down our street, someone had an Action Man with a helicopter blade for a hand and a bullet proof chest plate (Atomic Man?). I coveted this, the only figure that could have him in a fight in the sandpit was Maskatron from Six Million Dollar Man. My Uncle Don made me a very cool khaki Ammo Box to keep all my AM gear in. It had my name and “Top Secret’ stencilled on it. Why do you think he’s so successful today as he was 40 years ago? Nostalgia? AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Samurai. Why not? Children are playing more and more with Playstations and other electronic devices over traditional toys. What do you think AM will need to do to be as popular in another 40 years? He’ll act as mobile phone, provide instant access to the web and also be a fully functional games console and babysitter/

Custo

Soldier Briefing

Name: JAKe Base camp: Detonator HQ, London Height: 6 2 Weight: bantam Website: www.jake-art.com

m Inte Code n l ame: I nA Specia l feat ction Man ures: eyes. Sem Ci Weapon garette gri i-eagle ry: Ch pping in hands Failin g that ese burns. the ey he’ll e with stab y ou in Basic a B+H Idea: Every someth ti ing in trepid me I do limb. I brea k a

electromagnetic personal protection unit. More importantly what do you imagine AM looking like and being able to do in 40 years time? Worn out. (See above.) Should AM be anatomically correct? Is yours? According to Sindy…yes.

Special Ops Intel - The Interrogation

Run out of teabags. Mission: Hobble to shops to get PG tips etc...

Did you sculpt him yourself? Yes. Bespoke tailoring by the wonderful Louise Evans. Finally, do you have a birthday message for Action Man? Keep on keeping on.

How were you enlisted into the AM4040 operation? An agent went AWOL, so I was recruited for a last minute rescue mission. Can you describe the idea behind your final design? InAction Man. Does what it says on the tin. Nowt. Are you happy with the way it turned out? No! What was the hardest part of realising your idea? Trying to sculpt against the clock. How difficult was it to put your own unique style on to such an iconic figure? I wish I’d had more time to really put my mark on it. Does he have any special skills or powers? The ability to hit the ‘Snooze’ button on his alarm clock without waking up. What’s his motto and/or mission? Sleep late. It’s easier on your constitution. Have you done many custom jobs before? Not many. I’m better at drawing than I am at customs. Describe a day in the life of your Action Man. Get up at 11. Have a fag. Make a brew (that’s a cup of tea to non-UK readers!). Daytime telly. More fags. More brews.

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? My memories of AM is a millenarian, who had a scar on his face. What influence do you think AM had on figure design in general? AM can let people reflect their preference through figure design. Such as chosing their outfits etc. Did it have any influence on you as a designer? AM has so many possibilities, as it can be a platform which reflects our imagination so i think so. Can you describe the idea behind your final design? Speak Your Mind Should AM be anatomically correct? Is yours? Yes. What was the hardest part of realising your idea? The face, hand & accessories, as they were all made by myself.

Special Ops Intel - The Interrogation What’s his motto and/or mission? Speak everyone’s mind Will we continue to see more 12” figures from you in the future? Yes Finally, do you have a birthday message for Action Man? Happy another 40th birthday.

Soldier Briefin

g Name: Jason Siu Base camp: Hong Kong Height: 176cm Weight: 65 kg Website: www.jaso nsiu.com

Custom

Intel Code na me: “De s” in o speaker rganic world. Operati on time line: A month. round 1 Special feature s: Orga speaker nic Weaponr y: Orga nic spe Basic I aker dea: Sp eak You r Mind

AM-40/40-052006

g Soldier Briefin

Name: Sket-One ven, CT USA Base camp: New Ha Height: Tall. love. Weight: More to -one.com Website: www.sket

l Custom Inty eTr uness

Code name: B-Bo ne: 2 weeks Operation timeli : Fresh Kangol Special features on and Boom Box Acti to pay the ls Weaponry: Skil bills UE Basic Idea: A TR an early Bof representation Boy

Operational Debrief What memories do you have of AM? Did you have any when you were younger? I didn’t have any AM, but did have GI Joe’s, which are basically the same thing. I have a lotta found memories of playing with them. Do you have any memories of any particular Action Man figures, outfits or accessories you had? There was one that came with a parachute a real one. It worked really well. I remember trying to throw him from the highest of heights around my neighbourhood. What influence do you think AM had of figure design in general? I think it gave kids/boys a hero to play with, something they could open their imagination to, whether it be an army guy/ spy/super hero etc…

Did it have any influence on you as a designer? Honestly, maybe…..because I was a HUGE Star Wars action figure kid, and in some way it all stems from AM. Can you describe the idea behind your final design? With all the Urban action figures coming out lately non of them represented TRUE hip hop. I wanted to convey all the elements as best as I could and keep it real; from the graffiti on the jean jacket, to the boom box, to the Kangol. Certain elements to the way hip hop was. Are you happy with the way it turned out? For the most part. I think I would have tightened up some things, but yeah. How were you enlisted into the AM4040 operation? The great people at Clutter contacted me, and it was an honor in my book to

be asked. The list of people enlisted is amazing. Should AM be anatomically correct? Is yours? Na…leave him be. What was the hardest part of realising your idea? Finding vintage clothes that would fit the figure and timeline. What one accessory should every AM have? Duck Tape If you could design an Action Man figure for mass production what would it be and why? It would be the one I created. I think hip hop plays an important part in our culture and I think if it’s done right the history can be documented in a cool and fun action figure.

Special Ops Intel - The Interrogation How difficult was it to put your own unique style on to such an iconic figure? Not bad, I had the vision and have been dabbling in the idea for a while. Does he have any special skills or powers? F.R.E.S.H fresh, fresh, fresh. Yo! that’s fresh….power What’s his motto and/or mission? Keeping it True. How much of a B-Boy were you back in the day? I put the B in Boy, from breaking, to graffiti, to DJ’ing. I did it all. Describe a typical day in the life of your action man? Waking up, throwing the fresh gear on grabbing the latest mix tape from 98.7 kiss. Spending the day on the corner chillin’ and planning the night’s events to hit the 5 yard for a night of graffiti action. Finally, do you have a birthday message for Action Man? Yeah, take a break from fighting the wrong fight, grab a beer and relax.

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? Honestly to say i have no memories of Action Man from when I was young. The first time i saw him was at a flea market in 1995. What influence do you think AM had of figure design in general? He has always had a full action body and all his clothes are very detailed. Did it have any influence on you as a designer? Yes, he did! He is what made me start customising figures. I love it. What one accessory should every AM have? Nothing specific, but maybe a girlfriend! Do you have any memories of any particular AM figures, outfits or accessories you had? SAS!!! I spent too much money on that one. Why do you think he’s so successful today as he was 40 years ago? He is the pioneer of the action figure. If you could design an AM figure for mass production what would it be and why? Would love to tell you, but maybe one day they will really need my ideas!!! Hahaha….!!! AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? No idea at the moment. Children are playing more and more with Playstations and other electronic devices over more traditional toys. What do you think AM will need to do to be as popular in another 40 years? To keep an open mind. More importantly what do you imagine AM looking like and being able to do in 40 years time? His style is classic all the time.

Soldier Briefing

Name: Eric So Base camp: Hong Kong Height: 5”10” Weight: 148lbs Website: www.ericsoart.com

Custom Int

el Code name: Ma scot 2006 Operation ti meline: 1 mo nth Special feat ures: Nil Weaponry: Mu ti - face Basic Idea: Celebration

Special Ops Intel - The Interrogation

Can you describe the idea behind your final design? GI Joe Carnival’s mascot. “Action Man” plays the character “GI Joe”. Are you happy with the way it turned out? Yes, I definitely enjoyed it!!! How difficult was it to put your own unique style on to such an iconic figure? It seems nothing difficult! I just simply put interest and humour into the figure. It was so much fun! Does he have any special skills or powers? No, he is a normal guy just like you & me. What’s his motto and/or mission? Sharing fun with everybody in this carnival of life… Your design is less like a custom, more an installation piece - is there a particular message behind it? I didn’t want to completely alter the figure or change him too much, it is his (Action Man) birthday party, after all . I just would like a single, simple message to come through about my feelings towards Action Man: Respect! How difficult to produce was it? Did you actually make the heads yourself? The process was very smooth, it worked well & I enjoyed it very much. Yes, I made it by myself. Finally, do you have a birthday message for Action Man? Congratulations!!! Keep going man!!!

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Operational De-brief What memories do you have of AM? Did you have any when you were younger? Mike had several action men, his gran always used to get him cool costumes for him, she even made some herself! He always wanted the jeep or the tank. Katie didn’t have any action men though. She was far too busy eating mud and drawing on the kitchen walls… Did he have any influence on you as a designer? Probably!! We certainly don’t know many guys our age who didn’t have one! Why do you think he’s so successful today as he was 40 years ago? Because he has a scar! Scars are cool. What one accessory should every AM have? Pink slippers. Do you have any memories of any particular AM figures, outfits or accessories you had? There was a great snow-outfit that had snow-shoes ‘n’ stuff, a cool orange cosmonaut one... umm... the rest of Mike’s were usually wearing home-made pikey outfits!! If you could design an AM figure for mass production what would it be and why? We’d love to make a wooden-panda production piece! hahaa! Each one would be sculpted from very tough looking wood so that the panda would look butch enough for blokes to buy him. He’d probably have a bamboo club or something too. Action Man’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? Zoo keeper. The accessories would be fab! Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think AM will need to do to be as popular in another 40 years? We’re sure he will be! (Although the current fans may just be 40 years older!)

More importantly what do you imagine AM looking like and being able to do in 40 years time? He’d probably be getting on a bit, but hopefully would still have a full head of hair. Hopefully he wouldn’t have to have stairlift put in. Should AM be anatomically correct? Is yours? Most definitely!

Special Ops Intel The Interrogation

What’s his motto and/or mission? He’s been fighting thatcher since ‘81

On a scale of 1 to 10 how cute is your Action Man? 10. But he’s a smelly guy. Your Action Man isn’t much of a Thatcher fan is he? Are you two really old enough to remember ‘the age of Thatcher’? Hell no! haha! well, we remember being scared of her on the TV!

Can you describe the idea behind your final design? We aren’t very good at drawing tough people so we thought action man would look better as a panda.

How confident were you of your wood working skills before attempting to make the head? Any injuries sustained? We had absolutely no confidence in our woodwork skills at all prior to crafting the head. Unfortunately we still have absolutely no confidence in our woodwork skills.

Are you happy with the way it turned out? Yes! He was a lot of fun to do! We learnt that wood is good.

Let’s play bounty hunter – what price do you think is on your design’s head? £10

What was the hardest part of realising your idea? Trying to keep the black paint from falling off!

Finally, do you have a birthday message for AM? Hoorah!! Cake all round.

How difficult was it to put your own unique style on to such an iconic figure? To be honest we found it hard at first when we thought about it too much. We decided to just do something daft and go with it! We’re really happy with how he turned out! Does he have any special skills or powers? No. He’s quite feeble actually.

Soldier Briefing

Name: Tado Base camp: Sheffie ld Height: 11 feet combined Weight: too much ! Website: www.tado .co.uk

Custom

ntel Code na me: Ken nedy Operati on time l ine: se late on veral es! Special feature s: pand woodwor ak Weaponr y: pink sandals Basic I dea: Si llyness AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? Yes, they were hand-me-down though, from my cousins, and they all had leaked battery acid on their clothes. Do you have any memories of any particular AM figures, outfits or accessories you had? Not really, I had several figures but the one that was in the best condition was the hero and the worst condition the cool baddie. What influence do you think AM had on figure design in general? Well that first 12” GI Joe which became AM was really the birth of the action figure as we know it, so a huge influence! I hope the 12” figure will never die, it’s a great format to work with. What was it like working on a toy such as AM that has such a pedigree? Does it affect how you approach projects? In the late 90s the product was a lot closer to the original, so we were more conscious of those classic themes and features. Where possible we tried to avoid repitition or at least tried to add a twist, but the original era covered so much ground we constantly found what we thought were new ideas had already been done. What’s been your greatest achievement with AM? A few years after the re-launch we developed a few million selling figures like the original Mountain

Biker, then recently working on the ATOM relaunch.

AM has a history of innovation from the addition of beards to talking chips in the early days to the countless accessories and features you’ve no doubt been responsible for. Did you ever think ‘that’s it, we’ve done it all’? No way, we were still inventing new features on an almost daily basis. Its very different now, everything is more geared to TV advertising and features have to be more in your face. Technological progression will continue to drive innovation but its also still possible to come up with a simple mechanism nobody has done before. Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think AM will need to do to be as popular in another 40 years? That’s the big question! I think traditional toys will still be around. I think if future generations of kids end up just downloading a bunch of software on Christmas morning that would be a shame! More importantly what do you imagine AM looking like and being able to do in 40 years time? A hyper intelligent enhanced cyber entity - but with slightly goggly eyes! What one accessory should every AM have? Hmm, I really don’t want to say a gun, but when I was a kid that was the essential accessory. Its weird how taboo toy guns have become, it’s a reaction to the world we live in but I don’t think playing with toy guns as kids is the cause of the problem!

Custom

Soldier Briefirnisg De

Burt Name: Ch CLASSIFIED Base camp: ASSIFIED Height: CL st if Weight: 13 dehydrated

Intel Code nam e: 40 f or tea Operatio n timeli ne : 3 w Special ks features : 40 yea Weaponry rs of flo : None cking Basic Id ea: Its Action M back on an looki missions ng that may have tak or may n en place ot in the m and slig ountaino htly gar u s ish terr 1970s li ain of a ving roo m in the England. south of AM-40/40-052006

If you could design an AM figure for mass production with no limits from Hasbro what would it be and why? Tough for me to answer! The way we design and market figures has changed so much, there’s no way back. For me a generic articulated Action Man is the perfect toy, high tech features and innovations are great but the play value of a basic figure is unlimited!

Special Ops Intel - The Interrogation Can you describe the idea behind your final design? The 40 years worth of flocked hair came together with a sort of fast show drawing room memoirs moment. He’s not looking back on real military events though, rather missions that happened with probably Dickie Davies on in the background! The eyepatch and the hand are a bit of a reference to Dr.X, Action Man’s modern era nemisis.

What was the hardest part of realising your idea? Getting 40 yrs of flocked hair to grow in 3 weeks. This was achieved using a special formula based on aforementioned battery acid and kelp.

Does your action man have any special skills or powers? No – Action Man just relies on his training and his steely resolve (oh and in this case his crushing metal hand which he uses to crack open brazil nuts). What’s his motto and/or mission? Back da flock up! Finally, do you have a birthday message for AM? Get the cakes in.

Are you happy with the way it turned out? Yeah, it came out better than I’d hoped. Big thanks to Jo Hulks who made the outfit and the moleskin* slippers! ( * no moles died ).

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Operational De-brief What memories do you have of AM? Did you have any when you were younger? I remember I had a lots of them because my aunt use to work in a big toy shop, and she always used to surprise me with some game or an Action Man. Playing with them and making scenarios was one of the best way to meet girls who were playing with their stupid Barbie’s. Do you have any memories of any particular AM figures, outfits or accessories you had? My favourite was the pilot with his giant helmet and orange flying suit. I was into all type of weapons of course. What influence do you think AM had om figure design in general? He definitely had a great influence on all the 12” figures, but for me the main idea is to remember that toys are suppose to be there to be played with. Having fun, creating stories and not being afraid to crash them into a wall. I think that is what AM was all about. Did it have any influence on you as a designer? Not really, because my work is more abstract, closer to primitive graffiti and lettering and not really about creating standalone characters. Why do you think he’s so successful today as he was 40 years ago? I hope it’s because kids don’t change and adults don’t want to grow up…

Soldier Briefing

Name: Tilt Base camp: Toulou se, South of France Height: 1,82 cm Weight: 80 kg Website: www.graf fitilt.com

Custom Intel

Code name: Dog’s life. utes Operation timeline: 38 min exactly. a 2 Special features: Goose, . dog te year-old sweet whi Weaponry: Goose’s teeth a Basic Idea: Use the AM as in k bac put toy you forgot to t tha and his regular place nd your dog decides to meet…a play with.

How were you enlisted into the AM4040 operation? Maybe because it’s been 18 years since I stopped being a kid and I don’t want to become an adult, so I keep on skateboarding and doing graffiti all the time? Should AM be anatomically correct? Is yours? Mine is dead so let’s give him some respect and not talk about his anatomy. Plus, his wife is still in shock and she might be sad to know that people noticed that Action Man wasn’t like all the other men. What was the hardest part of realising your idea? To find the good dog! I was lucky because my girlfriend was walking in the streets of my city, she gave me a phone call and told me: “I got it!!!” What one accessory should every AM have? A penis maybe! Action Man’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? I would like to see him becoming motorcycle cop, Indian, leather moustache dude, Cowboy, sailor and a worker at the same time to be able to rebuild my favourite boy band of all time!!! Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think Action Man will need to do to be as popular in another 40 years? I don’t think he should change too much. I hope that children will change their way of thinking and stop playing with so many electronic devices and come back to a place where their imagination is free to create their own worlds. I think that’s what childhood is all about.

that people don’t expect him to be. More than that, a position that you don’t want him to be because you didn’t decide what would happen to him. Also I didn’t want to dress him up or customised him because I was sure a lots of people will do it better than me. Finally, I think I wanted to have fun with him and I did…

animal or monster, come into my room 91 and eat and destroy all my favourite toys. It never happened so that frustration stood there and you gave me the chance to realise a fantasy. Thank you!

How difficult was it to put your own unique style on to such an iconic figure? Well I knew I didn’t want just to dress him or customise him into my style, so I was more interested in putting him into a crazy funny situation.

A lot of people would have been expecting a Bubble girl or something more graffiti related. Why didn’t you go for something like that? It was a moment in my life where I wanted to do something new using only photography and a simple funny concept. I knew people will want me to do a BubbleGirl or some graffiti work on it and I just wanted to prove to them, and also myself, that I can do something mature and interesting with a different approach of the project.

Does he have any special skills or powers? He was suppose to have some special ones and be strong enough to fight a dog like Goose, but I guess he is just a naturist who lost his way and walked on the wrong side of the street that terrible day…

I’m not sure whether AM wants to be Goose’s best friend if she treats him like that. Is Goose your dog? I always find my models (BubbleGirls) in the street and I wanted the same for this special model.

What’s his motto and/or mission? His mission was to come back to London from Toulouse, naked, with no weapon, no card, no food, nothing. Did he succeed? Maybe if he hadn’t found that pretty white dog on his way!

What covert ops plans do you have? I will have some close collaborations with KidRobot NYC, working on a big BubbleGirls book, finish rebuilding my mini ramp in my garden, Bubblelised Jenna Jameson, Pamela Anderson and Grace Jones… life is so hard sometimes!

Are you happy with the way it turned out? Yeah!!!!!!

You approached your AM in a very different way to most others. Is this something that happened to your action figures as a child? No, never, but it’s probably a nightmare I had when I was young that a dog or any king of

Finally, do you have a birthday message for Action Man? Y.M.C.A !!!

More importantly what do you imagine Action Man looking like and being able to do in 40 years time? To look like the Action Man who was there 40 years ago.

Special Ops Intel The Interrogation Can you describe the idea behind your final design? My idea was to put Action Man in a position AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? He was always a bit different – Solider with a uniform. And, of course, he always had a lot of weapons. What influence do you think AM had of figure design in general? The size was always a real stand-out from other toys when he was released. A 1/6 scale action figure was a real dream for a boy like me who enjoyed playing with toys and also appreciated the hero’s from war. Did it have any influence on you as a designer? Not really. The Toy2r designs and shapes are much more like a cartoon character than a real person. That’s not related to the poseable type figure of Action Man. How do you think the toy scene has changed since 1966? Both mainstream and designer The biggest thing about Action Man was

that is gave boys a proper toy to play with, that came with accessories, back stories, different clothing etc. That meant boys could almost customise the figure by mixing various costumes and weaponry. Before then, it was only girls who had dolls who could do this – it opened up a new world to boys to use their imagination with a large figure. When did you first discover AM/GI Joe? Ha – it’s been a while since I was kid – but I was born in 1965, so when the original came out I was only 1! What one accessory should every AM have? The dog tag Do you have any memories of any particular AM figures, outfits or accessories you had? Camouflage print Why do you think he’s so successful today as he was 40 years ago? The Action Man line continues to evolve and has always done that. The fact that

he’s still in production speaks for itself. If you could design an AM figure for mass production what would it be and why? I’d like to try a new colour way on camo – taking more of an urban approach and maybe even look more towards the fashion side rather than so military. AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? An actor, so just like a custom he could change: superman, batman, really movie like. Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think AM will need to do to be as popular in another 40 years? Wow another 40 years! To survive Action Man needs to bring in fresh ideas and to make it more of a trend figure. Action Man always needs new fans.

Custo

Soldier Briefimnongd

Choy Name: Ray Hong Kong Base camp: 83M Height: 1. 0 Kgs 9 : Weight om ww.toy2r.c Website: w

m Inte Code n l ame: T oyerma Operat n ion ti meline Specia : 2 Da l feat ys ures: Huntin Toyer g Weapon ry: Fr ee Han Basic ds Idea: C ombine figure d two into o ne uni t DIY

Special Ops Intel The Interrogation

Can you describe the idea behind your design? I tried to really mix up the Toyer character but in 1/6 scale on the Action Man – I view it as kinda like my personal remix of the Action Man using my style. I really enjoyed the challenge of trying to mix the Toyer character and change Action Man from his very recognisable shape and style into the Toyer – it felt good to do it. How long did it take you to make and what if any additional materials did you use? When I got involved, we had the idea for the Toyer design, we decide to make it like an Action Man-style version and so it became ICE Toyer. It was fairly simple for us to make the fur for the Action Man. What was the hardest part of realising your idea? The most difficult aspect is how we could use a 1/6 scale figure to remix the basic vinyl toy we did on Toyer. It’s not a scale we have worked with before, so we had to really think about how the design would work. From that we came up with the idea for a custom using Action Man as the base to create Toyerman who hunts Toyer! Qee have become famous as the customiser’s toys of choice – how did you approach a project like this? The great thing about customisation is there are no limits – only what you can think of in your head. That’s incredibly exciting for us as a company, for collectors and also designers. I am happy to use the Qee style to customise an Action Man. It is a lot of fun to be involved in such a project and seeing how it turns out. Finally, do you have a birthday message for Action Man? You are always my hero!

AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? Robotboy: I remember ziplines across our attic room and my Action Man driving round in a giant yellow Sindy beach buggy whilst my brother’s had the armoured car. Most of our Action Man clothing was hand knitted by good old Mum. Apeman: Playing with SAS Action Man in the bath with the girl next door and a giant chopper. Seriously, my chopper only had one float so it wasn’t very good at sea landings. Tattooman: I remember playing with cheap Ultraman monsters and figures which had very limited articulation and whose arms and legs fell

off really easily, then when I discovered Action Man with super articulation thanks to the elasticated limbs, not to mention the gripping hands, it was like seeing God! What influence do you think AM had on figure design in general? Robotboy: When Action Man was released here it had a major impact like G.I. Joe in the US. He was the first figure with so much articulation, the first ‘doll for boys’ a moniker which took a while to shake off in the North of England (maybe that was due to his Sindy beach buggy?) and the first 12” figure which you could dress up and play out action adventures with. Before AM it was green army men or toy soldiers for the boys. The 12” has become such a standard now for detailed figures and AM is still a massive influence. Why do you think he’s so successful today as he was 40 years ago? Still today he’s the only 12” figure consistently in production. You could ask the same question of James Bond, it’s the familiarity coupled with constant reinvention. Also it’s a generational thing, Dads who played with Action Man or Mums who had their Sindy tied up by him, buy Action Man for their kids and relatives. Medicom are really successful and work at 12” scale but they can’t develop anything to top Action Man because he’s the one brand that has always been there. Also, today’s range is so feature packed that it keeps kids entertained. Old school Action Man would have a crappy plastic M16 but today he has a Supercharged Bazooka skateboard which transforms into a powerboat. If you could design an AM figure for mass production what would it be and why? Robotboy: Apeman is stumped for ideas on this one after 6 years with this as his day job! I’d say any giant monster or robot, the freakier the better. Like those half squid/half hermit crab Japanese kaiju. Tattooman: A porn star… What profession would you like to see AM take up next and why? Robotboy: I was just reading about the guitarist from the Stooges who retired from Rock and Roll after one killer album and is now head of an electronics company, that’s really cool. I respect that ‘turning your back on superstardom’ thing, I think he should hang up his eagle eyes and become an accountant. What do you think AM will need to do to be as popular in another 40 years? Apeman: Seek and destroy all computers before it’s too late! Tattooman: A physical toy/action figure will always be stronger than anything virtual. It’s like that panic a few years ago when everyone was saying that the printed word would die out and be replaced by on screen books to download. People prefer tactile stuff and it doesn’t kill your eyes as much. More importantly what do you imagine Action Man looking like and being able to do in 40 years time? Robotboy: I’d like him to be self propelled and come to life like the Indian in the cupboard or that bear out of A.I. Tattooman: Yeah, like Small Soldiers, that was so cool! Should AM be anatomically correct? Is yours? Robotboy: The blue undies were inspired by the welded on blue pants from the late seventies which were impossible to remove and left an air of mystery as to Action Man’s anatomy, I quite like that.

Special Ops Intel - The Interrogation How were you enlisted into the AM4040 operation? We were working deep undercover at AM headquarters when we were asked to be double agents and coorganise the event with some lovely people at a UK based toy magazine. Can you describe the idea behind your final design? Robotboy: 3 eyed gasmask, scratch built extra long arms and most of the changes to the shape were inspired when I snipped the elastic and all the limbs fell off. We wanted a dark and moody character, Tattooman did a sketch of a weirdly hunch backed Bela Lugosi type of freak so that was the starting point. Does he have any special skills or powers? Apeman: His pants double up as a parachute… Robotboy: …and his gasmask helps to repel any bad odours emanating from Apeman Apeman: Super vision with his 3 eyes… Tattooman: …extra long reach for catching the bad guys… Apeman: …and extra stumpy legs to help him blend in with the hobbits on missions in Middle Earth! Robotboy: Now there’s an idea for a series! What’s his motto and/or mission? Robotboy: Who cares who wins What was the hardest part of realising your idea? Apeman: The fabric parts, our giant banana hands are not really suited to sewing so we enlisted Special Agent Holly who built the supersize pants and extra long jumper. How difficult was it to put your own unique style on to such an iconic figure? Robotboy: Giving him a different stance really helped and once I painted the head black it started to give him the sulky mood we were after. Plus a liberal application

95 of Milliput and green stuff changed his features quite nicely. Tattooman’s sketch changed him from Action Man into a Triclops character. Are you happy with the way it turned out? Robotboy: There’s always room for improvement and a degree of hit and miss with customs but we’re generally pleased cos he looked so different structurally to the other entries. Tattooman: The design evolved throughout the building process so we never really settled on a concept until it was finished and we ran out of time! Any new and exclusive developments to report, soldiers? Since this interview was recorded in 2006, Triclops ‘the 3 piece’ as was, has disbanded. Apeman and Robotoboy have since left Hasbro and now head up Triclops Studio Ltd, an independent Design Consultancy and Tattooman runs Fab Design. The Triclops brand still adorns customs and work for the Designer toy scene, check our blog for the most recent adventures www.blogclops.blogspot.com

Custo

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Ape days eeks 2 : w e m 2 a n : Code meline movable Ape ion ti Operat features: Re l ape Specia r-like e m m a h Hand ecial ry: Sp f a Weapon sion o ter r e v r e af cyb hand e that ea: A p d o I h c e i a Bas in th become dated c toy l can t l u i o classi t s become s, it 40year nd will not a legend

Operational De-brief

When did you first discover AM/GI Joe? When I was a kid, my brother bought me an Action Man as a gift. If you could design a Action Man figure for mass production what would it be and why? I think the Da bombard Ape would be perfect. But I would add more parts to it before it went into production!! AM’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? I think Action Man should do less realistic things, maybe more cyber things. These kind of themes are relevant right now, but will also evolve over the years to become something quite different and interesting. Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think Action Man will need to do to be as popular in another 40 years? Nowadays action figure and vinyl toys are becoming an adult collectible thing, it’s totally different to before. I think it will last for a very long time, 60, maybe 80 years! Why do you think he’s so successful today as he was 40 years ago? I think mostly it is because of the concept and the idea. The fact that you can take the existing body and change it to fit the current trends in the market. AM has evolved a lot over the years, he gained real hair, a beard, the ability to talk and moveable eyes. If you could have added one feature to the figure what would it have be? Bluetooth control to help you move the figure! I guess that would also mean having special animatronic capabilities to make him move and strike different poses.

Special Ops Intel - The Interrogation How long did it take you to make and what if any additional materials did you use? It only took me 2 days for the basic idea/concept. To make it took about 2 weeks to customize it fully, because parts of it are made out of die cast plastic. What was the hardest part of realising your idea? To make it have special features but to keep it looking like an action man Finally, do you have a birthday message for Action Man? I’m glad I can join the celebration and be a part of the custom show for Action Man

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OPERATIONAL DE-BRIEF Do you have any memories of any particular Action Man figures, outfits or accessories you had? I had an Astronaut Action Man figure I loved. What influence do you think AM had on figure design in general? I think AM’s body texture was an influence on future figures, as well as just being an influence for any full action figure. Did it have any influence on you as a designer? It made me imagine that Astro Boy has grown up. Why do you think he’s so successful today as he was 40 years ago? I think he will always be successful. After all he is a poseable fighting man who reinvents himself. Can you describe the idea behind your final design? It’s a crossover between Action Man and Astroboy resulting in ‘Astro-man!’ Are you happy with the way it turned out? Yes, very happy with how he turned out. How were you enlisted into the AM4040 operation? I was introduced to the celebration by Kenny Wong from Brothersfree. Should AM be anatomically correct? Is yours? Yes he should be anatomically correct, as is mine. What was the hardest part of realising your idea? Applying a metallic surface to the figure was a very difficult operation. What one accessory should every AM have? Underwear. If you could design an Action Man figure for mass production what would it be and why? He would have more movable parts for stretching his hands and legs. He would also have hair that is interchangeable. Action Man’s been everything from a soldier, a sailor, a mountaineer, deep sea diver, explorer and today is an all-round superhero. What profession would you like to see him take up next and why? He should be a Designer or an X-File Agent.

InteMlan m o t s o Cu : Astr iefing SoldierramaBnr Name: Ult g Earth, Hon Base camp: Kong 9cm Height: 16 kg Weight: 80 Website: 020.com www.ultra2

1 week e ame Code n n timeline: th otect io Operat features: Pr l Specia ! h t ect NG Ear : CARI chemical eff y r n o p Wea The ets a Idea: ero me H e Basic s e Japan when a . h Hero Englis

Children are playing more and more with Playstations and other electronic devices over just usual toys. What do you think Action Man will need to do to be as popular in another 40 years? He’ll probably need an X-Box360 video game and Cartoon on TV. More importantly what do you imagine Action Man looking like and being able to do in 40 years time? I think he’ll still be a Soldier.

Special Ops Intel The Interrogation Does your AM have any special skills or powers? His legs transform into rocket jets and enable him to fly, like Astroboy. What’s his motto and/or mission? He is a Space Explorer and defends the Earth from evil. What covert ops plans do you have for the future? Working for Coca-Cola, and working on a Levi’s Time & odm Crossover. Finally, do you have a birthday message for Action Man? Long Live Action Man ^_^

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the two, as they say here in the American military, “Don’t ask, don’t tell”. Why do you think he’s so successful today as he was 40 years ago? Because most of us guys just refuse to grow up and while many will refuse to admit it, we love playing with dolls. If you could design an AM figure for mass production what would it be and why? Action Man Gothic! He would come sporting a white face and black lipstick, bedecked in black, vinyl pants and a velvet cape. Special powers include: nimble-grip fingers to allow him to hold a plume and write shite poetry. What profession would you like to see AM take up next and why? I’d like to see him end his tour of duty alive and well, marry a Korean woman, have 15 kids, get really fat and bore the shit out of his family and friends with that same damn story about the time he fell in a tiger trap and lost a toe. What do you think AM will need to do to be as popular in another 40 years? A Blackberry embedded in his chest so that he can check your email for you. More importantly what do you imagine AM looking like and being able to do in 40 years time? It’s pointless to try to envision the future. You just end up looking like a fool! The show Space 1999 had us all believing that by now we’d all be fit, wearing white spandex at all times and living on the moon with sexy aliens. It’s 2006! Where’s MY sexy, shape-shifting alien, huh? Where’s my damn bubble car I was promised! This future sucks. Honestly, as long as Action Man holds true to his vision of a man who gets things done, the world will be a fine place.

Operational De-brief What memories do you have of AM? Did you have any when you were younger? We didn’t get a whole lot of Action Man action over here in the States. At least, I don’t think so. As you know, we were swarmed with his American cousin, G. I. Joe instead. Despite Action Man being someone AWOL over here, I do believe I had a Bullet Man. Or

maybe it was just a cheap American knockoff. It was too long ago to remember. What influence do you think AM had on figure design in general? Well, again I have to reference G. I. Joe. I believe there was a sort of symbiotic relationship between the two. We copied them, they copied us. I believe Action Man was the first to sport the life-like hair. As far as a rumoured deeper relationship between

Should AM be anatomically correct? Is yours? YES! He should be! It’s just another sad example of how sick and twisted our culture is that the human genitalia is considered dirty and unviewable. God gave you the gear for ..um…God’s sake! Why should we omit it? No, I didn’t add any to mine (what am I, a pervert? Or Swedish or something?) though being a skeleton, I guess he could

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Intelan Custoem M : Action

Necro m y a n e d n Co : O e da timeline n o i t a r e Op n in operatio : Comes features l a i c e p S coffin his own ry thick : His ve y r n o p a e W skull dead… I ea: He’s d I c i s a B ndead, ndead, u u “ , n a e m undead!”

Soldie

r Brie Name: fing Voltai re Base c amp: N ew Yor Height k City : 6 fo ot, 1 (but i i nch s know n to g inches r o w 3 when e xcited Weight ) : 185l bs Websit e: www .votai re.net

have used a “boner”. What one accessory should every AM have? His penis for cryin’ out loud!

Special Ops Intel - The Interrogation Can you describe the idea behind your final design? Action Man Necro is quite clearly dead. Although, those piercings (and might I add, DREAMY) blue eyes suggests that he is still very much ready for action! Are you happy with the way it turned out? Yes, though it was a bitch making a skeleton out of a guy with such a wide paunch! Seriously, this guy is in the military, you’d think he’d be doing more sit-ups! Sheesh! How were you enlisted into the AM4040 operation? That information is highly classified. What was the hardest part of realising your idea? Again, it was an issue of trying to make a skeleton out of a wide hipped (albeit scrawny assed) guy. I suppose I could have just sculpted it from scratch, but then that would have defeated the purpose. How difficult was it to put your own unique style on to such an iconic figure? I could get all heady on this one but I won’t because the mission was to play. So gosh darn it, as long as I have some acrylic paint and a brush, I’m going to play! Does he have any special skills or powers? Yes, he has the power to be very, very dead.

What’s his motto and/or mission? “You can’t kill what’s already dead!!!! But go ahead, jerk off, give it a try… I dare you!” You’re well know for some stunning custom work, so was this project interesting because it was slightly different (not a Qee or Dunny)? Well, I couldn’t turn this guy upside down and paint him as a rabbit. But yes, it was nice to do a human figure for a change. Your AM is certainly a bold design...is it meant as any sort of dig at war, or just meant as slightly macabre? Um… yes. What you said! Yes, yes, I am a very thoughtful and conscientious toy designer with a message for the world… or um… maybe I just think skulls are like, cool and shit. You decide. What covert ops plans do you have for 2006? I’ve got a whole bunch of stuff coming out including a Circus Punk, a Gwin 3-figure set, a Qee 6-figure set called the “Creator Qee series”. I have a line of plush called Pocket Goths as well as a Deady plush (both are already at amusement parks. You get them as prizes when you “Wack-A-Mole” and we are now working on retail versions). I am also working on a “Deady” Mimobot which is a flash drive that looks like Deady and it comes packed with a whole bunch of songs and cool digital art files. Finally, do you have a birthday message for AM? Yes. “Billy don’t be a hero, don’t be a fool with your life…” because frankly being a skeleton sucks …even with those pretty blue eyes of yours. Do your duty, keep your head down, come home. AM-40/40-052006

Operational De-brief What memories do you have of AM? Did you have any when you were younger? I grew up with Action Man. He was my buddy and confidante and an escape from my sisters. War seemed so cool when we were kids that the Action Man fantasy fitted so well. Do you have any memories of any particular AM figures, outfits or accessories you had? It’s got to be the Nazi Stormtrooper and Camp Kommandant really – they just looked so cool – especially together, and they had the

best kit and details to their uniforms. They were the unwitting enemy, always on the end of a successful attack by the rest of my Action Men. The stormtooper’s back pack had a fantastic furry cover and their medals and belt details were excellent. Though I always used to flip through the mini catalogue you got and desperately wanted the Jeep. What influence do you think AM had on figure design in general? By introducing such detail and articulation into a throw-about toy figure, he led the way for the development of the action figure. The scale has also always been a good platform for artists, designers and architects to play around with. How long have you been with Hasbro? Did you join working on AM or did you work on other toys before coming on to the AM account? I joined up 3½ years ago, straight into the AM team, and came from a product design background which involved working on many other products including toys. What’s it like working on a toy such as AM that has such a pedigree? Does it affect how you approach projects? It’s a very exciting opportunity to work on a toy that has been part of your growing up, but it is also quite scary – you have all these crazy ideas that have been festering in the back of your mind since your first crayon sketches of tanks, then when it comes to the crunch the world has changed, plus it’s still too expensive to create an action figure that will come to life and gang up on your sisters! What’s been your greatest achievement with AM? Being part of a dynamic team of designers to help reshape Action Man today, plus some personal achievement of getting simple interactive puppetry within the play pattern. AM has a history of innovation from the addition of beards to talking chips in the early days to the countless accessories and features you’ve no doubt been responsible for. Do you ever think ‘that’s it, we’ve done it all’? Talking chips with beards, now there’s an idea! When I first started working on AM, every time I opened my mouth the response was ‘yeah, done that, tried that, he’s tired of that look, it’s so last season…’, but then you get into the fantasy more and start to discover the possibilities and where he can go. He’s on a never ending adventure so it’s limitless really. Plus the kids are changing and the whole action figure play pattern has shifted, so as a product there are always new challenges to tackle. He’s gone from being an army man to being a more generic hero, has that opened more doors to you in terms of where you can take the character? Today kids have access to so many extremes in media that the idea of army and playing soldiers is not such a strong aspiration. Everyone needs a hero, sometimes the hero needs a spring fire missile. Ultimately as an action figure he has to relate to the children who are going to be playing with him.

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Certainly being a ‘generic’ hero, kids can build their own fantasy around him and he has access all areas in the fight against evil and he can still go in covert, blow things up and commando roll out of danger. What do you think AM will need to do to be as popular in another 40 years? The candy store is growing and kids have access to more and more choice every generation, but that doesn’t mean traditions are ignored. Action Man will have to maintain a contemporary stance, adapt to the changing world around him and work in synergy with the arrival of new and alternative technologies and play patterns, but ultimately he should never lose the fact he is an action figure – a doll for boys! More importantly what do you imagine AM looking like and being able to do in 40 years time? Tactile, fun and refreshing, or more like my crayon sketches, but able to come alive and gang up on my sisters. What one accessory should every AM have? A change of underwear and a toothbrush – just in case.

Soldi

er Br Name: ief E r in D Priva eight ing te St on ( ea Base aka camp: khaus) Heigh H t: 1: asbro Zoo 1 dio Weigh t: fig hting Custom Intel Co

de name: ‘Bac k to Basics’ Operation time line: 4 weeks Special featur es: no points of articulation Weaponry: regu lation slug M1 6 Basic Idea: AM reverted to th e simple, iconic toy soldier figure and play

If you could design an AM figure for mass production with no limits from Hasbro what would it be and why? There was a comic strip when I was young with a boy who had a whole miniature army that came alive and grouped together to help him defeat bullies or rescue Triclops the dog from the old well. He was their general and he could order air strikes and parades at whim. How cool! I’d have to design a fully automated AM, but in a range of crazy kaiju outfits. I can see them now, rampaging through cardboard cities, battling for domination and then, at my command, grouping together to right the wrongs of the hard done by designer. Oh yes!

Special Ops Intel - The Interrogation Can you describe the idea behind your final design? Action figure play has come full circle for kids, playing out action and fantasy through computer games, so Back to Basics strips away all the inherent value of AM as an action figure, reducing him to a static pose, outfit and monochrome look is the simplest way of playing with toy soldiers. Are you happy with the way it turned out? Yeah! Especially the colour – when you see it you get that instant sense of nostalgia for the reference of the Toy Soldier What was the hardest part of realising your idea? My sketch book is full of ideas that didn’t make the grade, but that’s the fun part. I suppose getting the pose exactly right – it twisted a little as it hardened. Does your action man have any special skills or powers? Stealth - like a silent joker he can be deployed to neutralise any hostile situation; he is also impervious to spillages. What’s his motto and/or mission? Hold that pose – vogue! Finally, do you have a birthday message for AM? So, if you’re forty then that makes me…? AM-40/40-052006

::Metro National Newspaper

::BBC breakfast news - National news program (TV)

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::BBC London News: Interview with Chris Burt and James Jarvis. ::Daily Star National Newspaper AM-40/40-052006

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MUNK, Kenn www.kennmunk.com PESKIMO www.peskimo.com PLAYLOUNGE www.playlounge.co.uk EATON, Tristan www.thunderdogstudios.com

PUMA www.puma.com

FILTH www.filthrobotics.com

JAKe www.jake-art.com

FOWLER, Pete www.monsterism.net

SIU, Jason www.jasonsiu.com

GEE, Huck www.huckgee.com

SKET-ONE www.sket-one.com

JAMES, Mark www.akamushi.com

SO, Eric www.ericsoart.com

KIDROBOT www.kidrobot.com

TADO www.tado.co.uk

KOZIK, Frank n/a

THE TARANTULAS www.the-tarantulas.com

LAU, Michael n/a

TILT www.graffitilt.com

LEDBETTER, Joe www.joeledbetter.com

TOY2R www.toy2r.com

BURGERMAN, Jon www.jonburgerman.com

MAD www.madtoydesign.com

TRICLOPS www.triclopsstudio.com

CLUTTER MAGAZINE www.cluttermagazine.com

MAHARISHI www.dpmhi.com

TSUI, Tim www.teamzero.com.hk

ADDICT www.addict.co.uk AMOS/SILAS www.amostoys.com BIGSHOT TOYWORKS www.bigshottoyworks.com BRECHIN, Bob n/a BROTHERSFREE www.winsoncreation.com www.kennyswork.com

THE DESIGNERS REPUBLIC MASON, Dene www.thedesignersrepublic.com n/a

ULTRAMAN www.ultra2020.com

DEVIL ROBOTS www.devilrobots.com

MEDICOM www.medicomtoy.co.jp

VOLTAIRE www.voltaire.net

DILLON, Glyn n/a

MORPHEUS www.bmmorpheus.com

ZOODIO n/a

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