Extraordinary Everyday: How the toy industry rebranded dolls for boys - and struck gold
Anthony Burke's By DesignShow Notes
They weren’t dolls—they were a revolution. Once, dolls were seen as toys for girls—until clever companies reimagined them as “action figures” and made them irresistible to boys. With that simple rebrand came explosive success: from G.I. Joe, the original “action figure,” to the galaxy-spanning rise of Star Wars, the muscle-bound power of He‑Man, and the shape-shifting dominance of The Transformers. Fueled by sharp marketing, rich storytelling, and a single strategic name change, these toys didn’t just win over a new audience—they reshaped the toy aisle forever and struck gold.
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