Military toys defend shelf space - Toy Update - Brief Article

DSN Retailing Today, Sept 22, 2003 by Doug Desjardins

The U.S. military's actions overseas have been a staple of TV news for nearly two years, and they've had an effect on toy sales. Military action figures flew off shelves during the holidays in 2002 and are likely to have another solid season this year.

Hasbro reaped the biggest benefits last year with a 46% increase in sales of G.I. Joe I action figures. The company is gearing up for the holidays with the release of a new Navy Seals line of action figures and replicas of the original G.I. Joe first produced in 1964. "We hope our fans will enjoy replicas of the first figures that started it all almost 40 years ago," said Hasbro's Derryl DePriest, director of marketing for the G.I. Joe brand.

Blue Box Toys has several new additions to its Elite Force action figure line, including "Navy Seals Desert Operations." Blue Box has also added a George W. Bush aviator action figure to its lineup. The 12-inch replica of the president is clad in a fighter pilot uniform similar to the one he wore in his famous aircraft carrier landing in May of this year.

And 21st Century Toys will tap into a real-life conflict with its U.S. Army Afghanistan. The new action figure in its Ultimate Soldiers line comes with equipment and uniforms designed for desert and mountain conflict.