In the last century, the toy aisle exploded to become one of the most profitable industries. While not every toy or company successfully becomes a long-lasting success, there are millions of toys produced each year. Most of these toys are played for hours on end with no negative effects. However, there have been multiple times when manufacturers have stumbled and pulled their products from store shelves.
While chasing the goal of creating exciting, one-of-a-kind play experiences, many companies have erroneously experimented too much with their toy designs. By pushing the line to create a revolutionary toy, they instead created a safety hazard that unintentionally harmed their customers. There have also been many companies that cut corners or used materials that were dangerous. Thus, companies regularly must admit their mistakes and recall products.
Otherwise, toys become the target of public outrage, with their presentation becoming a problematic issue. Some companies failed to notice the change in times and placed out toys that agitated and mischaracterized groups. As toys began to feature electronic sound clips, the voice clips also became an issue when misheard. These also led to companies responding to the public discourse and pulling their products from toys.
No matter how it happens, the tales of canceled and discontinued toys are fascinating. The errors of the past hold important lessons that the toy industry has learned from. These recalls also limit the availability of these toys, creating rare collectibles. While it is not a certainty that a canceled or recalled toy will become valuable on the second-hand market, it does improve the chances.
Presenting 10 toys from the 1970s to the 1990s that were pulled from store shelves
We compiled a list of 10 intriguing toys from the 1970s until the 1990s that were pulled from store shelves. Unlike many other lists, we decided to present toys that were recalled and canceled for more reasons than being dangerous. Instead, we included other toys that became the target of immense public outrage.
With this in mind, we decided to not include some of the most famous dangerous and discontinued toy lines. So, you will not find lawn darts or Skydancers on our list. Still, there are many other toys whose tales are fascinating.
We also decided not to rank these toys. Each of these recalled toys has elements that are interesting. So, they are presented with no ranking and in no specific order.
1992 Hasbro Roadblock GI Joe
G.I. Joe is one of the oldest action figure toy lines that is still being produced. The first G.I. Joe toys came out in 1964, presenting 12” military-themed action figures. As the years passed, the interest in the military waned with the sour taste of news from Vietnam affecting customers. While the G.I. Joe toy line took a short hiatus in the late 1970s, it returned with a vengeance in the 1980s.
Knowing that they would need to restructure the G.I. Joe toy line to be fun and exciting for the 80s child, Hasbro partnered with Marvel to create a new story for the toys. A Real American Hero began appearing on toy shelves in 1982. Rather than depicting realistic military designs, this new series presented the fictional fight between the terrorists, Cobra, and the special combat team, the G.I. Joes.
Not long after A Real American Hero G.I. Joes swept the toy aisle, Hasbro introduced Roadblock to the toy line in 1984. This African American soldier served as the heavy machine gunner for the team. His popularity quickly made him the most prominent representation of African Americans in the toy line. Thus, Roadblock regularly returned to the line with new accessories and outfits.
Unfortunately, his fourth variation, released in 1992, had a major flaw. Like most other toys from the line, this Roadblock action figure came with a selection of accessories. His accessories included a black machine gun with a scope, a blue spring-loaded disc launcher, a black fan-shaped disc, and a black knife. The disc launcher had an unfortunate design flaw that allowed the clutch to be easily over-wound. As it presented a safety hazard, Hasbro was forced to recall this action figure.
1986 Coleco Rambo Nomad
After Rambo presented the tale of a traumatized United States Army Special Forces veteran in 1982, his quest for vengeance resonated with audiences. The movie presented issues that veterans who returned from the war dealt with. It also played on the growing distrust of government officials and police.
As the sequel prepared to debut in 1985, Coleco and Ruby-Spears Enterprises prepared to adapt the character for children’s entertainment. Ruby-Spears Entertainment produced a 65-episode-long cartoon series, Rambo: The Force of Freedom, which toned down the violence and tone of the movies. Rather than presenting a brutal fight for vengeance, the cartoon series pitted Rambo against the evil forces of S.A.V.A.G.E. He also gained a team of specialists that helped him take down the villains.
Stemming from the same vein, Coleco prepared to release the Rambo: The Force of Freedom toy line in 1986. It would feature many of the same characters and vehicles from the cartoon series. The hope was that both the toys and cartoon series would support each other and maintain the popularity of the films. However, both were fraught with controversy, mainly over their relation to the R-rated film series.
Beyond the violent history of Rambo, there was one more element of Coleco’s Rambo toy line that became the focus of controversy. The forces of S.A.V.A.G.E. included an Arabian man named Nomad, who represented some of the worst stereotypes of the era. His representation as a desert combatant who frequently attacked desert supply trains did not sit right with Arab rights groups. Thus, they railed against the toy’s existence, demanding its removal from store shelves.
Notably, Nomad only appeared in the first wave of the Rambo toy line. While Coleco never confirmed that the controversy was the reason they stopped producing the toy, he was the only character to not return in future runs. Thus, it is clear that Coleco chose to cancel the production of this action figure and pull him from the line.
1992 Jurassic Park Thermos
One of the most exciting times of the school day for the average ’90s child was lunch when they got to show off their colorful lunch boxes. Any child with more than a brown bag wanted to show off their love for their favorite characters with their lunch box and thermos combos. Unlike in prior decades, these lunch boxes were created out of lightweight, colorful plastics rather than tin or other metals. They also often featured a large decal with a depiction of their favorite characters or movies on the box.
Likewise, these boxes often came with an accompanying thermos that would also feature graphics that complimented the box. Beyond keeping their soups or drinks at the optimal temperature, they also provided more ways to display their favorite characters. Thus, it was not uncommon for companies to feature the biggest movies and cartoons of the year on these lunch box and thermos combos.
The simplicity of these plastic lunch boxes made them some of the most secure purchases around. However, they were not completely safe from recalls. While elements like the thermos could have manufacturing errors, that is not the only reason that companies recall their products. In the case of the Jurassic Park Thermos set, the graphics on the canister led to the product’s recall.
In celebration of the upcoming 1993 film, Jurassic Park appeared on a red plastic lunch box that was manufactured in 1992. The box featured a still of the T-Rex attack from the film. The shot chosen simply displayed the T-Rex peering in at one of the Jurassic Park tour vehicles.
While the red lunch box was not an issue, the accompanying red and white thermos was. The thermos was plastered with a fake warning label, stating that there were biological materials within it. Below the biological hazard symbol was text stating that the contents had “Teratogenic and mutagenic agent present!” These labels were too effective and some mistook them for actual biological materials or chemical containers. With parents and schools taking offense to the thermos, a recall was issued.
1999 Mattel Rad Repeatin’ Tarzan
Since the early decades of the 20th century, Disney understood that their characters were marketable. They would regularly license their movies and characters to companies to produce toys. These strategies only increased as the company began to open theme parks around the world, beginning with Disneyland in 1955.
By the 1990s, Disney was experiencing a revitalizing renaissance period that brought in some of the most significant profits in their history. Along with the renewed interest came a new wave of merchandise. One of their most reliable partners was Mattel, who successfully launched toy lines for some of their biggest movies like The Lion King. The success of their toy lines only improved as Disney opened dedicated Disney Stores nationwide in 1999.
As their partnership had proved beneficial, there is little surprise that Mattel once again worked with Disney to produce the toys for the animated Tarzan movie. This 1999 movie retold the classic tale of Tarzan with the typical Disney style. Thus, it featured talking animals that served as Tarzan’s jungle friends.
When it came time for Mattel to design an action gimmick for their Rad Repeatin’ Tarzan toy, they failed to think about the position of the hand. As the hand that rapidly moved up and down when the action was activated slapped around his groin area, it resembled a sexual act. To say the least, the imagery caused by this action did not settle well with parents. Thus, this toy was quickly pulled from store shelves.
1998 Playskool Teletubbies Talking Po
One of the most common sources of toy licenses is characters from children’s educational programming. This includes classic characters like the Muppets and Sesame Street characters. As younger children are the target audience of these shows, the toys likewise target this demographic.
One of the most notable toy companies that regularly produce toys for the younger age groups is Playskool. Even though the company does not exclusively aim for this demographic, they are recognizable for these toys. Likewise, they are well-known for making toys for licenses like Sesame Street and the like.
In the 1990s, a new show emerged from Britain to become one of the most popular shows for the younger ages: Teletubbies. These characters used easily recognizable primary colors and shapes which toddlers understood. The antenna on top of each character’s head also made them easily distinguishable. Moreover, they spoke in gibberish, which easily entertained the younger audiences. While the series began airing in Britain in 1997, it would appear in America a year later in 1998.
When Playskool released their line of Teletubbies toys, they decided to include a few 14” talking plush dolls of the characters. Like the on-screen characters, they recorded gibberish phrases for these toys to say. Unfortunately, the red character, Po, became a problem child as its gibberish phases were mistaken for phrases like “bite my butt”. As parents protested the misheard phrases, Playskool responded by pulling the toys from stores.
1993 Playmates Teenage Mutant Ninja Turtles Black Belt Boxer Mike
One of the largest franchises still running today is the Teenage Mutant Ninja Turtles. This multimedia franchise began as a quirky indie comic book series created by Kevin Eastman and Peter Laird in the early 1980s. The pair self-published their comic by forming Mirage Comics in 1983. While the comic quickly gained a following, it remained a niche property for several years.
Teenage Mutant Ninja Turtles rose to prominence after Playmates picked up the license in 1987. To create a toy line that appealed to children, they toned down the violence and enlisted Murakami-Wolf Swenson to produce a cartoon series. This combination produced one of the best-selling toy lines of all time. Its success easily carried into the 1990s, with playmates constantly producing new themes for their toy line.
In 1993, Playmates decided to match the demand for toys with action gimmicks with the Ninja Action subline. These toys featured various springs and triggers that allowed the toys to perform exciting flips and other action moves. In the case of Michaelangelo, the orange-wearing nunchuck-wielding turtle, they gave him a flip that activated after his torso was pushed back. To help keep the toy upright, Playmates used a small bit of lead that they hid in the feet.
Noticeably, Michaelangelo easily became the hardest turtle to find in this toy line. This occurred because Playmates quickly terminated all manufacturing of the action figure. So, he was only available in the earliest waves of the subline. Playmates removed him silently without any explanation. So, the exact reasons for pulling him remain unknown to this day. Equally as unexplainable was the mold’s return to the toy line in 2004.
1995 Mattel Cabbage Patch Snacktime Kid
While Hasbro took over the boys’ toys aisle with GI Joe, Coleco created another craze with the Cabbage Patch Kids. These dolls began popping up in stores in 1982, becoming one of the most sought-after toys in the decade. They stood out from the pack by offering birth certificates with each doll. Thus, the owners could feel like the doll was special and belonged to them.
Despite the immense success of the Cabbage Patch Doll toy line, Coleco failed to make it out of the 1980s. Their troubled video game system amongst various other products brought them to bankruptcy in 1988. A year later, Hasbro swooped in to buy the company and add its products to its catalog. However, the Cabbage Patch Kids left Hasbro and found a new home with Mattel in 1994.
Knowing that the 90s kid looked for exciting, electronic interactivity, Mattel aimed to create new features for the toy line. As these dolls were often used to teach children how to take care of younger children, they decided to create a doll that would mimic the activities of toddlers. Hasbro then designed a mechanism that would allow the dolls to “eat” and “swallow” pieces of food.
The Snacktime Kid line featured a series of accessories that resembled tiny pieces of food. These included sticks of carrot and celery. Once the accessories were inserted into the doll’s mouth, an electronic motor would activate metal rollers that pulled the food in. The accessories would then be deposited into a backpack so that they could be retrieved and reused.
Unfortunately, Mattel failed to include an on/off switch or a reverse function for the rollers. So, once they were activated, they continued to try to pull in the object, which included organic materials like hair. Reports of the dolls eating hair quickly began to circulate. Even though the dangers of this doll were exaggerated, this vocal outcry led to Mattel recalling the dolls.
1991 Mattel Rollerblade Barbie
Ruth Handler, one of the co-founders of Mattel, developed Barbie for the company in 1959. While the toy took inspiration from a pre-existing toy from Germany, Bild Lilli, Barbie’s success stood on its own merits. The combination of collectible dolls and outfits made Barbie Mattel’s flagship brand for decades to come.
By the 1990s, Barbie had expanded with a wide variety of themes and careers for the doll. Beyond creating dolls to represent various races, Mattel also introduced new characters to the toy line. However, the introduction of new activities for Barbie remained the driving force for the brand.
As Rollerblade, Inc. made the inline skate a hot item in the late 1980s, Mattel knew that they needed to create a rollerblading doll. However, the simple inclusion of 90s colors and rollerblades was not enough to make the doll toyetic. Thus, they decided to add a sparking action that would activate when the blades skated along the ground.
Even though multiple toys in the 1980s had featured sparking gimmicks, Mattel did not successfully release a toy that released potentially dangerous sparks. Parents in the 90s were not willing to risk a fire from toys. So, Mattel responded by recalling the toys with the Flicker ‘n Flash gimmick.
1999 Burger King Pokémon Toys
Nintendo introduced their hit collect-them-all game, Pokémon, to America in 1998. This Gameboy game had already proven a success in Japan after its release in 1996. So, Nintendo had high hopes for the game in America. To help promote the game, they also brought the anime series to American television screens. The Kids’ WB picked this series up and began airing it in 1998.
By 1999, the anime series was ready to debut its first theatrical film in American movie theaters. Looking to capitalize on the excitement for the film, Burger King signed on to release toys along with their kids’ meals. This toy line included a selection of 57 miniature Pokémon figurines that came in plastic Poké Balls. This made over a third of the concurrent line-up of Pokémon available in the line.
Unfortunately, there was a major oversight in the design of these toys. While the figurines had no significant complaints lobbied against them, the plastic Poké Ball containers were another story. After splitting the hemispheres of these balls apart, they easily fit around both the mouth and nose of young children. Thus, by December 1999, the first report of a child suffocating to death because of these balls came in. This unfortunate event was nearly repeated 12 days after the first.
Burger King responded to these incidents by recalling the entire toy line. They rewarded customers who returned the problematic toys with a free order of small fries. Despite the recall, there was yet another child who suffocated because of the toys. The recalls also did not stop the families from filing lawsuits with the fast-food chain.
1978 Mattel Battlestar Galactica Vehicles
Mattel returns to our list one final time with one of the most notorious recalls from the toy industry. In most cases, a recall would only affect the specific action figure or toy line. Some companies even silently change the toys without making the public aware of their actions. However, there have been a select few recalls that have resonated across the entire industry. Such was the case with the 1978 recall of Mattel’s Battlestar Galactica toys.
Mattel was one of the companies that had the chance to snatch up the Star Wars license only to lose out on one of the most profitable toy lines of all time. Thus, they were particularly hungry to find a toy line that would match or surpass Kenner’s success. When they discovered that ABC was producing a science-fiction epic, Battlestar Galactica, they signed on to produce a toy line. They accompanied the small selection of action figures with various vehicles from the show.
These vehicles became a huge problem for Mattel, for they featured spring-loaded projectiles. While toys with projectiles were not new, these had triggers that Mattel designed to be set off with a simple flick. The projectiles were also small and easily swallowed by young children. This led to the unfortunate death of a 4-year-old in December 1978.
In response to the reports of injuries and deaths due to the projectiles, Mattel decided to voluntarily recall the projectile-firing vehicles. They then redesigned the toys to remove the projectile-firing feature completely. Unfortunately, this move did not save Mattel from public outcry and lawsuits.
Moreover, the entire industry took notice of Mattel’s recall. Multiple toy lines swiftly removed their projectile-firing features, such as Mattel’s Shogun Warriors action figures. Even unreleased toys were swiftly redesigned to remove projectiles. The recall was partially responsible for Kenner’s decision to remove the projectile from Boba Fett’s backpack.
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Made in Collaboration with:
Chris Ingledue
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Bio: I am the founder and owner of Wheeljack’s Lab pop Culture and Toy Shop. My vision has always been to reunite customers with their favorite childhood toys and pop culture, triggering fond memories, and reigniting their imaginations. Every day, I work in the “lab” where it’s Christmas 365 days a year. I scour the internet, like when we had the Sears Catalog of yesteryear, for the next great treasure. Then, I await the arrival of the postman as if he were Santa Claus himself and helping collectors worldwide with their versions of Christmas. Every day as a vintage toy buyer is an absolute joy!