An action figure is a poseable character figurine, made of plastic or other materials, and often based on characters from a video, comic book, gaming, or television program. These action figures are usually marketed toward boys and adult collectors.

In accordance with a study in Sweden, action figures with traditional masculine traits primarily target boys. While most commonly marketed as a children's toy, the action figure has gained wide acceptance as a grownup collector item. In such a case, that might be produced and designed on the assumption it is likely to be bought solely for display.

The adult collector market for action figures expanded with companies such as McFarlane Toys, Palisades, and NECA. Said companies have given numerous movie characters, musicians, and athletes their 1st highly detailed figures. They are commonly intended as statuesque display pieces rather than toys. Child-oriented lines including the Masters of the Universe revival and Justice League Unlimited, however, still evoke adult collector followings as well. Comic book firms will also be able to get figures of these characters produced, regardless of whether or not they appeared in movies or animated cartoons. Examples of companies that produce comic figures and merchandise almost exclusively include Toy Biz and DC Direct.

Adult-oriented figure lines in many cases are exclusive to specific chain stores as opposed to mass retail. Popular lines usually have figures available exclusively through mail-in offers and comic conventions, which raises their value significantly. Ploys such as for instance packaging "errors" and "short-packed" figures have been utilized by toy companies to increase collector interest.

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