The early 1970s were a time of struggle for the toy manufacturing company Mattel. A rough financial decade forced the company to rethink its strategy and take a bold, innovative risk. They decided to try licensing Japanese toys for the American market. This decision would alter the course of Mattel’s destiny and shape an entire generation’s perception of action figures. The risk Mattel took resulted in the original Shogun Warriors action figures, which have become cherished collectibles today.
Mattel’s Business Proposition
The idea stemmed from the rising popularity of robot toys in Japan during the early 70s. Popy was making waves in the Japanese toy industry with its robot toys inspired by the mecha anime and manga prevalent at the time. Witnessing the success, Mattel seized the opportunity to gain rights to several of Popy’s toy lines, and the Shogun Warriors were born.
The Original Shogun Warriors
Manufactured in 1975, Shogun Warriors were a collection of imported Japanese toys skillfully repackaged and rebranded for Western audiences. Mattel merged various Popy lines into one cohesive brand, introducing the first wave of these toys in 1977. They immediately caught the public’s attention, particularly the 24″ Jumbo Machinders, which stood out on store shelves and in children’s bedrooms.
Among the figures, one toy emerged as a particular favorite. It remains one of the most sought-after toys in the line: Rodan, one of the World’s Greatest Monsters, was uniquely released only in the United States, adding to its rarity and desirability.
Shogun Warriors’ Popularity
However, this era of toys was not without controversy. The original Shogun Warriors came under scrutiny due to safety concerns. Many figures featured spring-loaded weapons, drawing the attention of safety regulators. Mattel then had to alter some features of their design. After addressing these concerns, the Shogun Warriors line continued to be popular, becoming cherished treasures of American toy history.
To boost the toy line’s popularity even further, Mattel forged a partnership with Marvel Comics. This collaboration led to a comic series featuring the Shogun Warriors, successfully integrating the world of print and toys and ingraining the characters even more deeply into children’s hearts nationwide.
The Shogun Warrior Legacy
The Shogun Warriors are a testament to Mattel’s capacity for innovation and risk-taking during a challenging time. The toys, now considered vintage, symbolize a bold cross-cultural experiment that introduced an entire generation to the wonders of Japanese mecha design, forever impacting the landscape of action figures.
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About the Author
Author: Chris Ingledue
Contact: email
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!