World’s Greatest Toys!

I plan to post a daily blog series, entitled “Daily Mego Adoration,” which will give me an opportunity to discuss and show fantastic images of Mego toys (not just Super-Heroes, either!).

This first entry is a personal favorite of mine: the 1st Issue “Kresge” carded Aquaman. I once owned an example of this packaged Mego, but I regrettably sold it a while back. I’m on the hunt to re-acquire it!

I discuss this rare packaging variation in World’s Greatest Toys! Here’s a snippet from the book (page 60, for those reading along), followed by a scan of the cited page-spread:

“Original Kresge” 1st Issue/2nd Version (DC) Card—August 1973 (Hc1-DC-4h-Kv1-O)

This was the very first blister card produced explicitly for Kresge and Kmart stores. Several codes appear on pre-printed price stickers. One code is the “initial in-store” date. A long-time Kmart employee confirmed that the “8-3” on the price sticker means “eighth month, third year” (i.e. August 1973). This date code relates to Kresge’s original purchase order and plays a vital role in explaining seemingly anachronistic anomalies (e.g. later issued 2nd Version “Gals” and both “Foes” Kresge cards, bearing the same date code).

The other code on Kresge price stickers is a set of three hyphenated numbers. This code was abandoned shortly after the introduction of 1st issue cards, and only the first two versions have it. The first number determines which department the product goes into (e.g. “4” is the toy department and “5” is hardware). The second number is a department subcategory (e.g. “1” is dolls and figures). The third number is the product/manufacturer code (e.g. “26” is Mego products). The immediate popularity of the 1st Wave made Kresge assign each figure separate product codes for subsequent orders.

While the date code asserts these cards were not available until August 1973, it is very likely they were shipped earlier than that. The earliest costume variations (such as Removable Mask Robin and Large “S” Superman) are found on this card, yet the same variants are not found either the 2nd version or 3rd version boxes, released around the same time. Thus, these cards were actually produced and shipped prior to the intended receipt date. Furthermore, the 3rd version Kresge cards (see page 94) were expected in-store by February 1974, and it’s difficult to believe Kresge could receive three distinct orders in four months.

Surprisingly, there is no Mego logo anywhere on the card. This omission supports the theory that blister cards were created especially for Kresge, since every box created at the same time features several Mego logos.

Want to read more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $49.95 (sadly, Amazon recently raised the price!)

Here’s your Daily Mego Adoration for Thursday, March 13, 2008: Kresge Aquaman!

Benjamin

Here is our Daily Mego Adoration for Wednesday, March 19, 2008.
This is one of my favorite Mego subjects, so strap in, and let’s talk about Mego’s awesome Counter Display Boxes!

Mego first promoted the World’s Greatest Super-Heroes line with a late addition to their 1972 Toy Fair catalog.

Mego staffers inserted a photographic one-sheet (shown at right) into leftover copies of the original, bound ‘72 catalog. The page features the actual prototype Superman figure (see page 17 of the book for a detailed view of the Superman prototype).

Given the impressive WGSH sales generated by Mego’s ‘test marketing’ (conducted at stores operated by retailer E.J. Korvette during Christmas 1972), it’s not surprising Mego scrambled to promote their sizzling new line as quickly as possible… even if it meant manually inserting a one-sheet into each catalog distributed throughout the year (after Toy Fair, which was held each February).

From the outset — before the other three original figures were developed, even — the one-sheet reveals that Mego planned to: 1) sell figures in individual Solid boxes (i.e. no acetate window) and; 2) ship each case of 24 boxed figures inside an “Overall Printed Counter Merchandizer [sic]” (AKA the “Counter Display Box”).

By the time the next Toy Fair rolled around in February 1973, Mego’s WGSH line had already proven to be tremendously successful, and the company was finally able to show the entire range of four characters (shown below), which included Batman, Robin and Aquaman, in addition to the Superman figure depicted in 1972 (note the earliest costume variations, including the Large ‘S’ Superman emblem, ‘Skinny’ boots, Robin’s cloth belt and the removable masks for Batman and Robin):

Mego was also able to show the revised Counter Display Box. The prototype Counter Display Box depicted in the post-1972 Toy Fair catalog (shown below left) includes just eight individual boxed figures, while the 1973 catalog (below right) boasts a fully-loaded Counter Display. Interestingly, Mego modified the die-cut opening between 1972 and 1973, as demonstrated in the comparison below.

Just look at all those Solid Boxes! Like, Zoiks, Scoob!

Mego’s 1973 WGSH Assortment Number (1310) was identical to 1972, as was the case-pack assortment:

(9) Superman
(9) Batman
(4) Robin
(2) Aquaman

Now you know why Aquaman is the rarest of the early Mego Super-Heroes!

By Toy Fair in 1974, Mego had expanded the super-hero offering to include four new characters: Captain America, Tarzan, Spider-Man and Shazam. Mego granted this 2nd Wave of Mego Heroes a new Assortment Number, 1311.

Mego also modified the Counter Display graphics, to accommodate all eight heroes:

Above: the 1974 1310/1311 Counter Display box, as depicted in the 1974 Mego catalog (left) includes a strange assortment of boxed figures, including 2nd Wave heroes Captain America, Spider-Man, Shazam and Tarzan, along with three of the four Super-Foes wave (no Joker) and one Batman. The same Counter Display from my personal collection (right) is filled with a slightly more appropriate combination of 1310 and 1311 figures.

The 1974 Assortment Numbers are as follows:

Asst. 1310:
(4) Superman
(10) Batman
(6) Robin
(4) Aquaman

Note that the quantity of Superman figures dropped from nine to four… in just one year! Until the “Superman” movies started appearing, the Mego Superman figure just was not as popular as collectors once assumed.

Asst. 1311:
(4) Captain America
(4) Tarzan
(12) Spider-Man
(4) Shazam

Note the confidence Mego had in Spider-Man (half of the entire assortment!), not to mention the ambivalence Mego suffered in guessing the other three characters’ potential popularity. “4… and 4 and, ummm… 4? Yeah, that sounds good.”

Mego’s 1974 “1310/1311″ Counter Display Box looks great either open or closed (below):

1974 also marked the first year Mego promoted their new Super-Gals and Super-Foes lines.

In 1974, Mego offered retailers the option of receiving Super-Gals packaged in 1st Issue blister cards or window boxes, the latter of which included a wonderful Counter Display Box:

The 1974 boxed Gals Assortment (1340) included the following case-pack quantities:

(7) Wonder Woman
(3) Supergirl
(7) Batgirl
(7) Catwoman

Now you know why Supergirl is the rarest of the four Gals!

That year, Mego offered retailers the same packaging options for the Super-Foes:

The 1974 boxed Foes Assortment (1358) included the following case-pack quantities:

(8) Penguin
(8) Joker
(4) Riddler
(4) Mr. Mxyzptlk

Oh, if only Mego had predicted kids’ distaste for Mr. Mxyzptlk. Riddler might not be so rare today!

The Counter Displays for both the Gals and Foes waves are extremely rare: an example of the Super-Gals Counter Display, auctioned on eBay on February 9, 2008, sold for $7,100; an example of the Super-Foes Counter Display, auctioned on eBay two days earlier, sold for a whopping $9,600.

I really adore the Mego Counter Display Boxes. Adding one to my collection was a significant moment in my life as a toy collector. I discuss Mego “Shipping and Counter Display Boxes” in World’s Greatest Toys.

Here’s a snippet from the book (page 233, for those reading along), with a scan of the cited page:

With each case of 24 boxed figures, Mego shipped a graphical Counter Display box, designed to help retailers merchandise the figures. To prepare the box for display, retailers took the following three steps: 1) Remove and discard the perforated portion (see photo 1); 2) Fold the exposed front and top flaps together (see photo 2) and; 3) Tuck the front flap behind the figures, allowing the top flap to stand upright, becoming a display header card (see photo 3).

All very scarce, there are at least eight* different Counter Display boxes:

1] 1972/73 1st Wave (#1310)
2] 1974 1st and 2nd Wave (#1310 and #1311)
3] 1974-76 Gals (#1340/51340)
4] 1974-76 Foes (#1358/51358)
5] 1975/76 DC Assortment #1 (#51310)
6] 1975/76 Marvel Assortment #2 (#51311)
7] 1975/76 Marvel Assortment #3 (#51312)
8] 1976 Assortment #4 (#51313)

Most boxes are white. 1975/76 Marvel Assortment #2 (Spider-Man, Captain America, Lizard and Green Goblin) boxes are reportedly orange, while 1975/76 Marvel Assortment #3 (Hulk, Tarzan, Falcon and Iron Man) boxes are sky blue. 1976 Marvel Assortment #4 (the entire 4th Wave), boxes are tan.

*If one differentiates boxes with “old” versus “new” Mego logos, there are likely eleven variations. It is unknown whether Mego created Counter Display boxes for the 1975/76 Fist-Fighters (#51601); if so, there is likely only one such version, with the “old” Mego logo.

Want to read more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $49.95

Perhaps it’s the cool graphics on each Counter Display Box. Perhaps it’s the scarcity of surviving specimens. Or maybe it’s just the fact that these utilitarian packages were intended for retailers to merchandise the product… not for kids (or adults) to covet and collect.

Regardless of the reasoning behind their desirability, Counter Display Boxes are very special. And I just love ‘em all.

Now if I could just Collect ‘Em All.

Benjamin

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

Here is our Daily Mego Adoration for Thursday, March 20, 2008.
Let’s talk about 2nd Issue Cards!

Mego developed a wide variety of packaging styles for their “World’s Greatest Super-Heroes” toy line, so collectors have embraced nicknames to define each style. The earliest packaging style, which Mego introduced toward the end of 1972, is known as the “Solid” box. Mere months later, Mego modified the “Solid” box by adding a thin, acetate window that allows a view to the toy inside. Such packaging is known as a “Window Box.”

Around the same time, Mego developed a blister card-style of packaging, called “1st Issue” cards. This tall card (6″ x 12″) features a plastic blister that is sealed to the bottom-center of the card.

Some collectors still refer to “1st Issue” cards as “Kresge” cards, simply because the term was coined at a time when collectors believed such cards were available exclusively through S.S. Kresge and Kmart stores. Nowadays, collectors know Mego produced plenty of “1st Issue” cards, available through other retailers, that lack any reference to S.S. Kresge. Thus, “1st Issue” is a more accurate nickname for any card that measures 6″ x 12″.

In Spring 1977, Mego ceased production of all boxes and “1st Issue” cards, introducing a new blister card-style of packaging that is wider and shorter than the original card. Measuring 7″ x 10″, the plastic blister is sealed to the bottom-right of each card. Not surprisingly, these cards are known as “2nd Issue” cards.

Collectors once referred to “2nd Issue” cards as “Standard” cards, a term that does not recognize the numerous, seminal “1st Issue” card variations. Collectors also once referred to these packages as “U.S.” cards, presumably unaware of the myriad ‘foreign’ packages — available outside of America — which utilize the same packaging style. Thankfully, neither term is used much anymore.

Between Spring 1977 and December 1982 (when Mego cancelled the WGSH line), Mego produced five different “2nd Issue cards” for DC characters in the United States… six, if one includes the truly unique Wonder Woman card, which many collectors assume was developed for the Australian market. While marked “©1977,” the solitary “2nd Issue” Wonder Woman card was evidently produced sometime between Spring 1978 and Spring 1979.

One feature I could not fit into the Mego book (but really wanted to include) is an expository breakdown of the different “2nd Issue” cards. I have received a lot of questions about the different packaging variations Mego produced, so I will use this blog to expand on the information… using tons of pictures, of course.

Today, I will introduce each of the “2nd Issue” DC cards. Of all the DC characters Mego produced, only Batman and Robin represent each of the five U.S.-issued “2nd Issue” cards. I present all five cards in the Robin chapter of World’s Greatest Toys! (page 40 and 41), but now I will add the “2nd Issue” Wonder Woman card, too!

Here are Mego’s “2nd Issue” DC cards, in chronological order of release!

2nd Issue DC Card Variations: ©1976, ©1977a, ©1977b, ©1977c, ©1977 (1978) Wonder Woman, ©1979
Above: ©1976 card front	Above: ©1976 card back
Above: ©1977a card front	Above: ©1977a card back
Above: ©1977b card front	Above: ©1977b card back
Above: ©1977c card front	Above: ©1977c card back
Above: ©1978 Wonder Woman card front	Above: ©1978 Wonder Woman card back
Above: ©1979 card front	Above: ©1979 card back

Want to learn more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $49.95

Stay tuned: Tomorrow, I will post a blog explaining the defining aspects of each “2nd Issue” DC card. After that, I will post a pictorial blog, demonstrating the differences.

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

Here is our Daily Mego Adoration for Friday, March 21, 2008.
Let’s continue talking about 2nd Issue Cards!

Expanding on yesterday’s Daily Mego Adoration Blog, which shows the front and back of every Mego “2nd Issue” DC card, I want to discuss the elements that distinguish each variation. The next blog will show photo details of each distinction, but for now I want to compile the information that is scattered throughout the (chronologically ordered) book into one place.

“1976″ 2nd Issue/1st Version (DC) Card—Spring 1977 (c2-DC-76)

Mego created this new card, consolidating their entire DC offering onto a uniform package design. This card is marked “1976,” the most recent year DC updated their copyrights. As with all the window boxes that preceded this packaging style, the copyright information includes the phrase “in the British Colony of Hong Kong.”

Mego discontinued both Wonder Woman and Tarzan prior to releasing this package. Every other 8″ DC character is available on this card.

“1977a” 2nd Issue/2nd Version (DC) Card—Summer 1977 (c2-DC-77a)

This card was produced between the ©1976 and the ©1977b card, which includes more characters. The card has a 1977 copyright and new illustrations, but bears the same Country of Origin statement as the ©1976 card. The graphics on the back of the card remain identical to the ©1976 card. These elements suggest it preceded the more common ©1977b card.

This variation has several striking differences from every other 2nd Issue card. First, the card stock is glossy only on the front; the back of the card has an uncoated matte finish. This card also boasts a peculiar “butterfly” peg hole not seen on any other WGSH package. The die cut shape is different than the Teen Titans’ butterfly peg hole.

To date, only four characters are confirmed to exist on this variation: Batman, Robin, Shazam and Green Arrow. Presuming these are the only characters produced on this card, one guesses Mego issued these cards to fill an immediate need for those characters. For this to be true, it would mean that inventory of the ©1976 cards was depleted. This is not unreasonable, given the relatively low production quantities of both Shazam and Green Arrow. The existence of Batman and Robin is surprising, but could reflect the immense popularity and constant demand for them. Only time will tell if other characters appear on this extremely rare card.

Most of the new “1977″ artwork is redrawn from the work of legendary comic book artist Neal Adams. A testament to his popularity, this is among the most popular artwork used on Mego packaging.

“1977b” 2nd Issue/3rd Version (DC) Card—Fall 1977 (c2-DC-77b)

This is the primary 1977 DC card, as Mego issued eight characters, compared to four for the preceding ©1977a card, and just three for the subsequent ©1977c card. All artwork is identical to the ©1977a, except for Batgirl, whose card uses the “1976″ artwork. The Country of Origin statement reads “…Hong Kong” instead of “…British Colony of Hong Kong.”Prior to production of this card, Mego cancelled Supergirl, Catwoman, Mr. Mxyzptlk and Green Arrow.

By this time, Mego secured a distribution deal with Harbert, based in Milan, Italy. It is unknown what happened to Baravelli, the Italian company that distributed Mego figures in the mid-1970s. Over the next several years, Harbert purchased massive quantities of WGSH. In fact, their inventory was so large, they still offered figures in their 1983 sales catalog, more than a year after Mego discontinued the line.

To accommodate Harbert’s immediate inventory needs, Mego sent an unknown quantity of the most popular characters in the line (including Superman, Batman, Robin and Spider-Man) to Italy, with a Harbert sticker covering the WGSH masthead. These rectangular stickers are white and feature the character name, Harbert’s item number and logo. There are also examples of round white stickers (see ©1975b Spider-Man card on page 83), which are considerably scarcer than the rectangular stickers.

* Batgirl has “1976″ artwork on the front

“1977c” 2nd Issue/4th Version ©1977c (DC) Card—Spring 1978 (c2-DC-77c)

Mego only issued Superman, Batman and Robin on this 3rd Version of the ©1977 Card. Large quantities of ©1977b cards went to Harbert for distribution in Italy. Superman, Batman and Robin were top sellers in the line, and it’s possible there weren’t enough ©1977b cards produced to satisfy both Harbert and U.S. retailers. Another contributing factor could be the ©1978 Hulk and Spider-Man cards produced at the same time. Additional quantities of the equally popular DC character would add variety to casepack assortments.

This variation is the most common ©1977 card for Superman, Batman and Robin. It is unlikely other characters were issued on this variation.This card represents the first appearance of a Registration (®) mark within the WGSH masthead of a DC card, replacing the Trademark (â„¢) symbol used on all previous packaging. The printers filled the white Trademark symbol with the red background, printing the black Registration mark on top. The black Registration mark is significant, as it helps determine the chronology of other 2nd Issue cards, such as the ©1978 “Marvel” Card, and various foreign cards. Additionally, Mego added the licensor copyright information within the white border on the card front.

The card back exhibits two minor modifications. Mego finally added flesh tone to Penguin, and Batgirl features a black costume (instead of gray) and a black purse with a red Bat symbol.

The ©1977 Wonder Woman Card— (Spring 1978-Spring 1979)

The mysterious 2nd Issue card combines graphical elements Mego used between 1977 and 1979, but never simultaneously. The front character illustrations match the ©1977 cards while the coloration on the back matches the ©1979 cards, in particular, Batgirl’s red purse. Unlike other ©1979 cards, however, the Wonder Woman card back includes the word “Official” above the masthead. Also, the registration mark (®) is printed in white ink, a distinction Mego did not introduce domestically until the ©1979 cards.

“1979″ 2nd Issue/5th Version (DC) Card—Spring 1979 (c2-DC-79)

This was the last official card issued for DC characters. It came out sometime between fall 1978 and spring 1979, and was produced until Mego cancelled the line in 1982. The copyright year is 1979 on all cards, except for Batgirl, which is incorrectly marked “1977.”

Along with the updated copyright year, the Batgirl illustration features inverted colors on the purse (red purse with a black Bat symbol). Additionally, Mego changed the color of the Registration mark in the masthead from black to white. Incidentally, the packaging for the mysterious 2nd Issue Wonder Woman card exhibits design elements placing its creation directly before this card.

Incredibly scarce today, this is the first Aquaman package Mego issued since the ©1976 card. Unlike Thor and Conan, who were featured in the Spring 1979 Mego catalog, Aquaman was not included. Mego issued all three characters in limited quantities.

Mego discontinued Riddler around this time. Their inventory of ©1977b Riddler cards lasted through the production of this card. While unconfirmed, a yellow ©1979 Riddler card may exist and would be extremely rare. Mego later packaged unsold Riddlers on generic Red cards, alongside remaining Aquaman, Batgirl and Green Arrow figures.

* Batgirl has “1977″ marked year of release.

Stay tuned: In Monday’s “Daily Mego Adoration” blog, I will post a pictorial blog, detailing the distinguising aspects of each “2nd Issue” DC card!

Benjamin

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

Here is our Daily Mego Adoration for Monday, March 24, 2008.
Let’s finish up with these lovely 2nd Issue DC Cards!

This post wraps up my 3-part series of Daily Mego Adoration blogs about Mego’s “2nd Issue” DC cards. Today I want to show ‘detail’ photos of each card’s distinguishing features, which I discussed in yesterday’s blog.

On the front of each card, Mego printed a “Country of Origin” statement, a legal requirement for all goods manufactured outside the United States. These statements comprise some of the packaging distinctions, as demonstrated below. Most notable is Mego’s cessation of the phrase “THE BRITISH COLONY OF” from later cards.

Note, too, the ©1977 Wonder Woman’s “Country of Origin” statement; the typography is unlike any other card! Incidentally, the trademark (â„¢) on the Mego logo helps chronologically place the mysterious Wonder Woman card before the ©1979 card.

2nd Issue DC Card-Front Variations: Country of Origin

Above: ©1976 “Country of Origin” Statement

Above: ©1977a “Country of Origin” Statement

Above: ©1977b “Country of Origin” Statement

Above: ©1977c “Country of Origin” Statement

Above: ©1977 2nd Issue Wonder Woman “Country of Origin” Statement

Above: ©1979 “Country of Origin” Statement

On the back of each card, there are three areas of distinction: Batgirl’s purse, the WGSH masthead and Penguin’s coloration. Following are pictures that demonstrate the differences between Batgirl purses and WGSH mastheads.

Batgirl’s purse started out yellow-on-gray. The ©1977c card is red-on-black, while both the Wonder Woman and ©1979 cards are black-on-red.

The trademark (™) on the WGSH mast started out white. On the ©1977c card, it is black, while both the Wonder Woman and ©1979 cards replace the trademark with a white registration (®) mark.

2nd Issue DC Card-Back Variations: Batgirl Purse and WGSH Masthead

Above: ©1976 card

Above: ©1977a card

Above: ©1977b card

Above: ©1977c card

Above: ©1977 Wonder Woman card

Above: ©1979 card

The Penguin illustration in the lower right corner on the back of each card also changed along the way. With the introduction of the ©1977c card, Mego finally added the character’s skin color that is missing from earlier packaging variations:

2nd Issue DC Card-Back Variations: Penguin Coloration

Above ©1976 card	Above ©1977a card	Above ©1977b card
Above ©1977c card	Above ©1977 WW card	Above ©1979 card

Want to learn more? Buy Mego 8″ Super-Heroes: World’s Greatest Toys! Just $49.95

Benjamin

Blog Credits and legal stuff: Images published by Benjamin Holcomb 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 Friday, March 28, 2008:

Removable Mask Robin!

Perhaps the finest WGSH Mego I have ever owned — and by that, I mean both the toy and its condition — is a Removable Mask Robin, packaged in the rare “1st Window” box (discussed on page 58 of World’s Greatest Toys!). I acquired the piece during my ‘crunch’ period of preparing the final book for the printer in Hong Kong.

Due to time constraints, I could not include this exquisite specimen in the book. The book does feature a very high-grade Robin in the same box variation, but it is the more common “Painted Mask” version.

I regret not including this particular RM Robin in the book, but at least I can show it to you now.

Pretty cool! Just look at how tightly that mask fits! The whole figure just has the ‘crispness’ you all know and love… the untouched perfection of a “new” Mego. Yum.

I don’t own this piece any more, but it went to a REALLY good home, and that makes me happy. The new owner absolutely adores it.

Benjamin

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