Changing Design Aesthetic: Trends, and Social Organizations of the Growing Toy Market for the Adult Collector

Abstract

Since the creation of the articulated G.I. Joe line of toys in 1964, the “action figure” has remained the preeminent method for companies to pluck a character from any form of media and encapsulate its essence in plastic, sparking imagination and play in the minds of children. However, many factors have contributed to the children of yesteryear continuing their connection to these toys (and thereby the characters) as they grow to adulthood. The culture of adult action figure collecting has pushed forward in the West, gaining popularity exponentially. Although adults collect action figures for a variety of different reasons, one thing is clear: toy companies have begun thinking differently about how they approach marketing to this evergrowing demographic. The last decade has witnessed the rise of highly detailed, highly collectible, high price point action figures manufactured with the adult collector in mind. As technology, techniques, and manufacturing continue to leap forward in action figure design, display options for these tiny works of art have not progressed in parallel. Most options for the adult collector to display their figures are static, traditional shelving with few options for dynamic display and little or no protection of the collector’s sometimes substantial investment. This void reveals an opportunity for the design of a next generation, modular display system that encourages average collectors to engage in adult levels of play by enhancing the narrative creation potential of their action figures.