World’s Greatest Toys!

Here’s our Daily Mego Adoration for Thursday, April 10, 2008:

Mego Spring 1975 Catalog (Part 4 of 5)!

All week, we are revealing pages from the scarce Spring 1975 Mego Catalog, which comes courtesy of the Edgar Rice Burroughs (ERB) estate’s private Mego archive.

When John McNett (Mego’s former Director of Design) introduced himself to the Mego community, he and his wife, Linda, auctioned many of the remaining Mego items they had collected during their time spent working together at the venerable toy company. The McNetts also graciously granted me complete access to their memorabilia and photo albums, all of which is lovingly presented in the “Inside Mego” chapter of World’s Greatest Toys!

One of several random items John collected is an actual doorknob, embossed with the building’s logo, from the entryway to Mego’s Toy Fair showroom at The New York Merchandise Mart, where Mego held office space between 1976-1983.

When this particular item went on the auction block, I just knew I had to own it. I had immediate dreams of one day owning a nice big house with a dedicated “toy room.” Natch, I planned to install a door specifically suited to utilize the original Mego door knob.

Did someone say “door knob?”

Yeah, that’s me, all right (remember back in the ’80s, when “door knob” was a put-down?!).

Anyway, Mego’s Spring 1975 catalog has another such item. It may be ridiculous, but my first reaction was “ooooh. I wish I could have that!” And “that” is a group of stupid bean-bags that spell out M-E-G-O.

Below are pages 3 and 4 of Mego’s Spring 1975 catalog (click images to embiggen):

Check back tomorrow for the final two pages from Mego’s Spring 1975 catalog!

Benjamin

Blog Credits and legal stuff: Images published by Benjamin Holcomb, Edgar Rice Burroughs, Inc. and TwoMorrows Publications. All rights reserved. Images may not be reprinted or published without prior written consent from the publishers.

Here’s our Daily Mego Adoration for Thursday April 3, 2008:

Star Wars and Mego’s New Corporate Office!

Martin B. Abrams, president, Mego International, Inc. and Lewis Rudin, executive vice president, Rudin Mangement Corp. shake hands after the signing of a lease for new corporate headquarters for the toy manufacturer in the New York Merchandise Mart, a Rudin building. Mego has taken approximately 20,000 square feet on 11½ floors with an option to acquire an additional 8,000 feet, as well. Standing in the rear are Judson H. Spencer, executive director of NYMM and Harvey Richer of Harvery Richer, Inc., exclusive rental agent for the building.

In 1975, Mego was riding high. With exponential growth and success, Mego was forced to move to larger quarters. I love this April 1975 photo… just look at Marty’s pride! Yet, interestingly, I opted to use this photo in the 1977 chapter of World’s Greatest Toys!

The irony is the fact that I took one of Mego’s happiest, most successful moments, and juxtaposed it against one of Mego’s greatest failures:

Not acquiring the George Lucas/20th Century Fox “Star Wars” license.

From World’s Greatest Toys!:

An ad in the February 1977 issue of Toys mentions Mego’s showroom in the New York Merchandise Mart. Originally located at 1133 Broadway, Mego first relocated to 1 Madison Square Plaza. In 1975, Mego signed a 15-year, $2.3 million lease for approximately 20,000 square feet on 11½ floors in the New York Merchandise Mart, located at 41 Madison Avenue.

This new office was the setting for Mego’s legendary failure to acquire the Star Wars license. To protect the Micronauts line, all Mego executives enjoyed plenipotentiary authority to approve any science fiction license. Legend has it that both Marty Abrams and Neal Kublan were out of the state when the Lucasfilm representative showed up at Mego’s office.

Differing recollections obfuscate whether it was Mego patriarch D. David Abrams or merely a front desk receptionist who greeted Charles Lippincott, the Lucasfilm representative. In any case, Lippincott was turned away, only to take the elevator up one flight… to the office and showroom of Kenner toys.

During the “MegoCon” convention in June 2004, Marty Abrams discussed the profound misstep of losing the Star Wars license. “I believe that ‘to thine own self be true,’” Abrams confessed. “[The owner of] Kenner did a better job with Star Wars than we would have done. Because what he did was, he did not ship the product. He shipped empty boxes. We would have shipped the product. And so that means we would have been behind the movie curve, rather that at the movie curve.” Alluding to fact that Kenner did not ship the original toys until 1978, months after the movie was released, Abrams added, “He created demand for product, and so opportunity came out of the problem. He was so late, he couldn’t ship the product.” Considering the benefits of this timing, Abrams concluded, “There was nothing to fill the pipeline to hit the craving… so that combination worked. It was almost a magical explosion.”

Ever the Mego cheerleader, Kublan dissented. “See, I don’t agree. I think we would have done much better.” Collectors love to speculate how Mego would have handled the license.

Want to learn more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $32.97

Benjamin

Mego Museum contributor Mego73 recently posted a link to this amazing blog on Hunter Goatley’s POTA site, which features scans of the circa-1974 “Go Ape!” promotional press book.

Among the promotional pages are references to Mego’s own promotional efforts supporting their line of Planet of the Apes action figures.
I love how the generic graphics (clearly pre-dating the digital age) implore readers to “Visit your local [MEGO] for details…”

Wow.

Benjamin

One of my favorite aspects of Mego 8″ Super-Heroes: World’s Greatest Toys! is its documentation of vintage photographs of Mego figures in the proverbial wild.

On the heels of blogging the six-part series of vintage, childhood photographs from Mike Armes, I want to continue by discussing one of the vintage pictures that appears in the book… along with one that does not appear in the book.

Andi Jones is one of my oldest and dearest friends. I met Andi while I was still in high school, and he inspired me to pursue my creative interests and join him at the University of Michigan School of Art. Many years later, while working on the book, Andi mentioned that he probably had childhood pictures of himself with Mego figures. Sure enough, a few days later, Andi sent me two incredible photos:

The image of Andi holding his RC Batman in 1973 (right) does not appear in the book, but it is a wonderful picture. The picture of Andi holding his Spider-Man (left), however, does appear in the book. Not only is it a great photo (that’s a Big Wheel steering wheel in the foreground, by the way), it is highly unusual documentation of one of the four, scarcest Mego Spider-Man costume variations, known as “Circle-Suit” Spider-Man costumes.

I talk about the “Circle-Suit” Spider-Man (or “CSS”) outfits in World’s Greatest Toys! Here’s a snippet from the book (page 81, for those reading along), followed by a scan of the cited page-spread:

Among the numerous patterns, the most desirable and fascinating are the four “Circle Suit” designs. The earliest product photography, appearing in Captain Company (Warren Publications’ mail order division) and Marvel Merchandise (which ultimately became Heroes World) ads, suggests a Circle Suit preceded all others. The design in Captain Company ads is likely a never-produced prototype, since no specimens have surfaced. The other three designs were demonstrably produced, as there are known specimens for each pattern. Produced only on Type 1 bodies, Circle Suits are quite rare and mysterious to collectors.

Aside from the Circle Suit patterns, several significant variants exists among the more common outfits. Earlier versions of the Type 1 suit feature very tall boots, reaching the knees. Subsequent boots are much shorter, reaching only the calves. The spider emblem on the chest can also be one of many different designs. Some spiders are solid black while others are hollow, revealing the base blue color (particularly on Type 2 outfits). Earlier suits tend to have spiders with short legs, while later designs usually feature long-legged spiders. The webs may be thick or thin. Around the abdomen area, the red dickey may taper toward the belt or flare out from the chest. The reality is that there are too many variants to properly catalog.

Want to read more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $32.97 (save 34%)

The CSS outfits are truly unique and incredibly rare. Here’s an enlarged detail of the four chest patterns that define each Mego Spider-Man costume variation:

This is the final installment of our ongoing series:

If you want to catch up on prior posts before reading this installment, you can do so here:

Past Installments of “Mike Armes’ ’70s Christmas Spectular” Mike Armes’ ’70s Christmas Spectaular, Part 1 Mike Armes’ ’70s Christmas Spectaular, Part 2 Mike Armes’ ’70s Christmas Spectaular, Part 3 Mike Armes’ ’70s Christmas Spectaular, Part 4 Mike Armes’ ’70s Christmas Spectaular, Part 5

The year is now 1979, and “The Hulk” is the hottest property in licensing. Kids clamor to capture the excitement of TV’s “The Incredible Hulk” (starring Bill Bixby and Lou Ferrigno), while manufacturers scramble to fill the market demand.

In today’s marketplace, such a popular TV show would create a financial windfall for the master license-holder; In 1979, that would have been Mego. However, licensing was much different back then, and Mego struggled against the undefined ‘rules of the game.’ With a Hulk toy license from Marvel (for four years running, back in ‘79), Mego should have been free to print their own money!

However, the relatively new world of licensed merchandise was rife with malleable, unclear rules. Non-exclusive contracts allowed multiple manufacturers to cash in on toys that Mego, alone, should have been free to produce and capitalize on.

I discuss the resultant issues, several times, in World’s Greatest Toys! including this snippet from the Hulk chapter of the book (page 180, for those reading along), followed by a scan of the cited page-spread:

Originally, Mego did not heavily promote Hulk in any country. Aside from Heroes World, mail order companies generally passed on the figure. Only JC Penney sold Hulk in their 1975 Christmas catalog, dropping him the following year. For the next few years, Mego produced the figure with lukewarm results. Once the TV show aired, things improved. During this period, Mego sub-licensed the character to Palitoy, who issued Hulk in the UK.

In America, Hulk grew wildly popular, and retailers scrambled to offer Hulk merchandise. Sears introduced Hulk in their 1979 TOYS catalog, carrying him over to the 1979 Christmas catalog. By that time, Montgomery Ward added Hulk to their Christmas catalogs, and JC Penney reintroduced the character. The following year, public interest sufficiently diminished to the point that only the JC Penney and Sears TOYS catalogs offered Hulk. In 1979, upstart Tara Toys produced the “Hulk Hideaway” playset exclusively for Sears, and Empire Toys produced the Hulk Van, both designed to fit Mego’s 8” Hulk. While Hulk was sporadically offered through mail order companies, no mailer boxed Hulk figures have surfaced.

Want to read more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $32.97 (save 34%)

The overwhelming success of ABC’s CBS’ “The Hulk” TV show is evidenced by a full page in the 1979 Sears Christmas catalog, which features a variety of Hulk merchandise. The centrepiece of the catalog page is the “Hulk Hideaway” playset, manufactured by Tara Toys. Also prominently displayed is Empire Toys‘ “Hulk Van.” Both toys were produced primarily for interaction with Mego’s 8″ Hulk, and other 8″ WGSH figures.

Today, comparatively small companies like Tara and Empire would not be allowed to produce ancillary toys that intermingle with the master license-holders’ products.

Can you imagine some upknown company producing a “Wayne Foundation” playset or “Bat-Boat” vehicle for Hasbro’s Batman: The Animated Series line, back in the ’90s?!

No friggin’ way!

But that’s exactly what happened to Mego, in 1979:

(Above: Hulk merchandise dominated the 1979 Sears Christmas catalog, including toys produced by Empire (the Hulk Van), Tara Toys (the Hulk Hideway playset) and Mego (the figures for which the aforementioned toys were produced))

Ever the arbiter of hot toy trends, Mike Armes and his little brother must have been on top of Tara Toys’ hot Christmas item, which was a Sears catalog exclusive in 1979, right?

Yep, they sure were:

Way to go, Mike! Your parents are just about the coolest parents in the world!

This concludes our time-machine romp through the heart-warming Christmas’ of the 1970s. Thanks for reading, and thanks again to the Armes family for this joyous experience.

Benjamin

With Part 1, Part 2, Part 3 and Part 4 under our collective belt, here’s the 5th installment of our ongoing series:

The year is now 1978, and “Star Wars” has gripped the imaginations of children throughout the world. The licensing explosion, advanced exponentially by Mego’s merchandising efforts, is in full swing. Before Mego blasted onto the scene in 1972, Disney was one of the few companies to fully capitalize on licensed merchandise.

I discuss this in the “Introduction to Mego” chapter of World’s Greatest Toys! Here’s a snippet from the book (page 6, for those reading along), followed by a scan of the cited page-spread:

Mego made its most significant contributions to the world of toys when it established itself as a leading manufacturer of licensed dolls and action figures. By the time Mego secured its first character license, the practice existed for nearly forty years. Herman “Kay” Kamen created the licensing business as we know it when, in 1932, he was hired by Walt Disney as the merchandise licensing representative for Walt Disney Enterprises. In the 1970s, Disney was the largest licensor in the world, with Licensing Corporation of America (LCA), through whom Mego would acquire many licenses, following closely behind.

At that time, it was typical for a licensor to take five percent off the top, as well as a percentage of sales. Mego routinely avoided that paradigm and as they grew larger, they were granted licenses for very little, if any, advance against royalties. With astonishingly successful licenses such as Cher and Planet of the Apes, Mego became the premier manufacturer of licensed toys by the mid-1970s. In 1981, for example, Mego bought the rights to “The Dukes of Hazzard” television show (from LCA, incidentally) for a pittance of $2,500.

Want to read more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $32.97 (save 34%)

How appropriate Mike Armes and his little brother embraced the two companies that dominated the licensing world during the ’70s, as evidenced by this Armes family photo from Christmas 1978:

(Above: Mike wearing his “Star Wars” pajamas, right, while his little brother, sporting Disney wearables, proudly displays his Gabriel Lone Ranger toys)

Did you catch the Mego goodness in the background? It’s Mego WGSH vehicles galore, with a loose Spidercar and a MIB Batmobile!

Later that morning, Mike and his brother gather ’round the latest gift, a pristine Mattel “Shogun Warrior” Mazinga:

Once again, there’s plenty of Mego eye-candy in the background (and foreground!), including:

(Above: The aforementioned MIB Batmobile, and a sweet little Sesame Street vehicle)

And then there’s this pair of Mego WGSH goodies:

(Above: The drool-worthy MIB Mego Wayne Foundation and a case-fresh ©1976 Superman card. Wow!)

But wait! What’s that in the foreground, buried beneath the wrapping paper?! Why, it’s Mattel’s Pulsar, the “Ultimate Man of Adventure!”

Very cool stuff. Mike’s family photos capture so much of the toy goodness available to us in the 1970s. We’re really lucky to have his memories and photos.

Feel free to post your thoughts and comments on the Mego Museum message board (NB: links to a specific thread about this subject). If you’re not already a member of the Mego Museum, now is the perfect time to join!

I have more great blogs lined up for the near future, including at least one more “Mike Armes’ ’70s Christmas Spectacular” entries. Until then, I’ll see you on the boards!

Benjamin

Blog Credits and legal stuff: Images published by Benjamin Holcomb, Mike Armes, Mike Armes, Sr., Jeri Lyn Armes and TwoMorrows Publications. All rights reserved. Images may not be reprinted or published without prior written consent from the publishers.

posted in Acknowledgements, Batmobile, Book Status, Christmas Memories, Mego Ancillary Toys, Mego Corporation, Mego Memories, Mego Packaging, Mego World's Greatest Super-Heroes, Mike Armes, Vintage Toy Photos, World's Greatest Toys | 0 Comments

7th March 2008

MySpace Millie Meets Mark’s Mego

The other day, I mentioned my office-building “Mego mate,” Mark. Today, Mark stopped by our office to show off his new custom Mego Batman. We gabbed about Mego, Sandy Collora’s “Dead End,” and work we had to do.

My co-worker Millie always joins in on our nerd-fest. Millie runs the official Mego book MySpace page. Millie Rules.

Here she is, checking out Mark’s latest acquisition:

Benjamin

posted in Acknowledgements, Mego Memories, Mego World's Greatest Super-Heroes, Random Musings | 0 Comments

5th March 2008

Mike Armes’ ’70s Christmas Spectacular! (Part 3: 1975)

Having covered 1973 and 1974 in previous Blogs that begin to reveal Mike Armes’ wondrous family photos, we skip forward yet another year. 1975 was a stellar year for Mego.

In World’s Greatest Toys! I discuss the success Mego experienced that year, and the impact it had on the company. Here’s a snippet from the book (page 145, for those reading along), followed by a scan of the cited page-spread:

Along with the new Fist-Fighters, Mego introduced two new vehicles during 1975: the Mobile Bat Lab and the Joker Mobile. According to Sol Harrison, then Vice President of DC Comics, the Joker Mobile was developed in the pages of Batman comics with an eye toward toys and merchandising. “I’ve been able to talk to the editors and get them to think in terms of products for merchandise using our characters,” said Harrison in a January 1976 interview. “The Joker Van was created and Mego Toys [sic] made a vehicle similar to it.” Mego sold the Joker Mobile for three consecutive years before cancelling it in 1977 and reintroducing it in 1979 (see price sheet, below right). “We are now working on a Wayne Foundation building, which could become a playset,” Harrison concluded. Later that year, his prediction came true; the Wayne Foundation was first available on December 16, 1976, and nationally solicited at Toy Fair in February 1977.

According to Mego warehouse manager Ray Demato, 1975 was the year that the WGSH exploded. If 1974 was lucrative (it was the first year the revamped Mego was in the black), 1975 was colossal. Mego’s third quarter net earnings vaulted from $1.9 million (in 1974) to $4.5 million by the same period in 1975. Mego, publicly traded on the American Stock Exchange (AmEx), sold at 3¾ per share at the beginning of 1975. By February 1976, the price jumped to 14 ⅝.

Want to read more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $32.97 (save 34%)

Mego’s tremendous success is largely attributable to families like the Armes. Today, Mike is an avid monster/horror fan. I think his choice of Halloween costume that year provides a little insight into his adult tastes, so let’s get this picture party started in October 1975:

(Above: Mike (right), dressed as the monstrous shark, JAWS, while Mike’s little brother (left) makes cool like coooool, as Fonzie from Happy Days)

By the time Christmas rolled around, Mike had evidently compiled a massive Wish List for Santa… who delivered. Big time.

(Above: Mike cracks a minty fresh, Mego Star Trek Spock from its Mego Mailer Box)

(Above: Needing a play environment for his new Spock figure, Mike cracks a crisp Mego Star Trek Enterprise playset from its Mego Mailer Box, which is visible in the lower right corner)

(Above: Mike with his little brother, father and grandfather, enjoying some quality time with the freshly opened Mego Star Trek Enterprise playset. Is that Cookie Monster chillin’ on the couch?)

(Above: Later that Christmas morning, Mike mugs for the camera with his Planet of the Apes mask and generic Tommy Gun.)

The incredible photo above reveals all kinds of Mego goodness, including:

(Above: Details of Mike’s MIB Shazam, MIB Mad Monster Castle, loose Mobile Bat Lab and loose Joker figure)

Mike and I laughed at the fact that, just like his MIB Robin from Christmas 1974, the Shazam box insert is already missing! We were also intrigued that Shazam has a Mego mini-catalog stuffed into the front of the box. Commenting to Mike that I have never seen that particular packaging variation (the 5-digit/Old Logo) with a Mego mini-catalog, Mike theorized that his father may have taken the mini-catalog included in the Mad Monster Castle playset, and tucked it into the Shazam box. It’s interesting to note, regardless. And you’ve gotta love that poor Joker figure, just slammed face-first into the righteous, ’70s earth-toned shag rug!

Even more Mego goodness from 1975:

(Above: Presents all opened, the Armes boys dig into the spoils of the season)

This final picture from 1975 is incredible. It’s a shame that it’s torn, but closer inspection reveals some wonderful visual treats, including:

(Above: Mike prepares his Mego Batman and Robin for adventures in the Mego Mobile Bat Lab)

(Above: Now we know what happened to Shazam’s blue box insert. At this point, the insert hadn’t been discarded… but it was well on its way to a trash bag)

Feel free to post your thoughts and comments on the Mego Museum message board (NB: links to a specific thread about this subject). If you’re not already a member of the Mego Museum, now is the perfect time to join!

I have more great blogs lined up for the near future, including at least one more “Mike Armes’ ’70s Christmas Spectacular” entry. Until then, I’ll see you on the boards!

Benjamin

Blog Credits and legal stuff: Images published by Benjamin Holcomb, Mike Armes, Mike Armes, Sr., Jeri Lyn Armes and TwoMorrows Publications. All rights reserved. Images may not be reprinted or published without prior written consent from the publishers.

posted in Acknowledgements, Book Status, Christmas Memories, Mailer Boxes, Mego Corporation, Mego Memories, Mego Packaging, Mego World's Greatest Super-Heroes, Mike Armes, Vintage Toy Photos, Window Boxes, World's Greatest Toys | Comments Off

4th March 2008

MC Esoteric vs. Gary Numan (General Zod)

[youtube]http://www.youtube.com/watch?v=KhO9XCETjgg[/youtube]

Seamus Ryan (AKA MC Esoteric) is a breakbeat producer and MC. He’s also a toy geek who makes really strange but amusing videos on Youtube, most of which feature vintage Mego and other action figures.

My favorite video is called “MC Esoteric vs. Gary Numan (General Zod)” and features Gary Numan’s brilliant “We Have a Technical” as the track’s backdrop. I love the samples, including (of course) Terrence Stamp’s General Zod.

It’s kind of hard to explain, but you can check it our yourself, above. If the video dosn’t play back properly, you can also visit Youtube to watch Esoteric slay them whacks and lay mad tracks on wax.

Benjamin

posted in Acknowledgements, Collectible Toy Shows, Film & Television, Mego Memories, Mego World's Greatest Super-Heroes, Modern Toys, Music | 0 Comments

4th March 2008

New Book Interview: Aquaman Shrine

Professional illustrator and Aquaman aficionado Rob Kelly has posted a nice review of the book, along with an interview he conducted a few weeks back.

Read the Blog.

Thanks, Rob!

Benjamin

posted in Acknowledgements, Book Status, Christmas Memories, Mego Memories, Mego World's Greatest Super-Heroes, World's Greatest Toys | Comments Off

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