10 Toy Tie-Ins

Having looked yesterday at Rom, a toy robot licenced to Marvel in 1979, why not join me as we take a glance at some of Marvel's other licenced publications over the years? Whilst Rom, the comic, as introduced by Bill Mantlo and Sal Buscema, outlived the toy which spawned it, other books, as we'll see, were not quite so successful...



Micronauts (1979) was, like Rom, written by Bill Mantlo, and illustrated, at first, by Michael Golden. Introduced into America in 1976, and vanished from toy shops by the 1980s, the Micronauts comic, telling the tales of a team of outlaws living in the Microverse, lasted until 1986, with the Marvel-owned members of the team appearing in other books ever since.



Shogun Warriors (also 1979) was based on a line of toys from Mattel, for fans of giant robots armed with spring-loaded missiles. Cool. The comics, by Doug Moench and Herb Trimpe, lasted 2 years, by which time most people had lost their plastic battleaxes under the sofa.



G.I Joe (1982), by Larry Hama, was by far the most long-lasting of Marvel's licensed books. Hasbro had brought out G.I Joe in the early 60s, but it took until the 80s for them to really start capitalising on the popularity of the Real American Hero. They've got the hang of it now, with one or other comics firm producing tie-in books pretty much constantly since 1982. But it was Marvel's book which showed the potential appeal of Joe and his pals to the comics reading fraternity.



Transformers (1984) was another Bill Mantlo creation, at least for its first issue, before it was taken over by Bud Budiansky. Another Hasbro toy, Transformers, like G.I Joe, had a good run, lasting well into the 90s, under the stewardship of Marvel UK's Simon Furman. And like G.I Joe, Transformers has had a new lease of life, via the world of cinema. Not bad for giant robots who, for no very good reason, can disguise themselves as cars and trucks.


Sectaurs (1985) was, you guessed it, another book from Bill Mantlo. Based on a toy line from Coleco, the people who had brought us Cabbage Patch Dolls, Sectaurs told tales of a planet of super-evolved insects. Like the toys, the comic book vanished off the face of the Earth about a year after it was launched.



Care Bears (1985) was a title based on a range of sickeningly cute stuffed teddy bears from Kenner. Sadly, I've never had the pleasure of reading the book, produced by old-timer writer / artist, Howard Post, so I can only imagine how sickly sweet it must have been.



Zoids (1985) was a back-up strip featured in a couple of Marvel UK titles, the first one reprinting Secret Wars, and the later one printing issues of Amazing Spider-Man. The Zoids were giant robots dinosaurs waging an eternal war, with the Marvel tales featuring a group of humans stuck in the middle. Later featuring the work of a very young Grant Morrison, even his presence wasn't enough to save the Zoids from cancelation.



Masters of the Universe (1986) had been around since 1981, when Marvel began publishing stories based on the adventures of He-Man and his pals, under their Star Comics brand, and featured some of the first comics work from Mike Carlin, who would later make more of a name for himself at DC Comics. The book only lasted 13 issues, but for my generation, the scars remain fresh: "By the power of Grayyyyyyskulllll!"



Mega Morphs (2005) were produced by Marvel's own Toy Biz, and were robots who were patterned after superheroes like Wolverine and the Hulk. The books, featuring the robots as being the work of Tony Stark, were written by Sean McKeever, who's a talented writer and who really should have known better.


And, to get right up to date, Marvel Super Hero Squad is a comic based on a line of Hasbro toys, featuring cute little action figures, which are themselves based on Marvel's own characters. That sound you can hear is that of a snake eating its own tail...

So there you have it. 10 of the best toy based comics out there. Well, ok, maybe 8 of the best. Seven? Surely five, at least....

70 Years of Marvel - 1981

By 1981, Rom was firmly entrenched in the Marvel Universe, taking on such heavyweights as the Mad Thinker, Jack of Hearts, and, above, the Space Phantom. Rom, here to stop an invasion by the dreadful Dire Wraiths, would himself turn up as a guest star in pretty much every title at some point before his book was wound up, presumably as part of Marvel's plan to trim its booklist in preparation for the launch of the New Universe, of which we'll hear more later.

1981 also saw the debut of Elektra, ninja assassin and agent of the Kingpin, who would go on to become Daredevil's lover, before being killed and resurrected about a hundred times over the next 30 years. It also saw the demonic Gargoyle joining the Defenders. X-Man to be and daughter of Banshee, Theresa Cassidy, made her first appearance, battling Spider-Woman, whilst future Avenger, Firebird, turned up to fight the Hulk alongside the wild-west Rangers. And in the X-Men, Caliban turned up, heralding the first appearance of the Morlocks.

In the world beyond comics, 1981 saw the inauguration of Ronald Reagan as US President. The Space Shuttle Columbia took its first trip into space. Britain was entranced by the excitement of a Royal Wedding. And the Yorkshire Ripper went to jail. For ever, one hopes.

At the pictures, Indiana Jones was raiding the lost ark, whilst over in Britain, Vangelis was scoring Chariots of Fire. On tv, Dynasty was attempting to cash in on the Dallas phenomenon, and Only Fools And Horses, the most overrated show on tv, began its 900 year run.

70 Years of Marvel - 1979

By 1979, Brian Bendis' favourite superheroine was in the hands of editor-turned-writer, Mark Gruenwald, in what, I think, was his first regular writing gig at Marvel. Gruenwald would become something of a legend in the Marvel offices, with an ability to maintain continuity which would put the hordes of the internet to shame. He was teamed up with Carmine Infantino, a DC artist (and indeed former publisher) who'd recently crossed the street. Despite their best efforts, Spider-Woman never really rose above being just another 70s hero book, although that said, the book did survive into the 80s, so I guess it had something going for it.

1979 also saw Marvel expand its titles based on licenced properties, with the introduction of Rom (Spaceknight), Shogun Warriors, and the Micronauts. Canada's favourite super-hero team, Alpha Flight, turned up to take on the X-Men. Spider-Man got himself another love interest, with the arrival of the morally challenged Black Cat. And there was a new man in the Ant-Man costume, with the introduction of ex-burglar-turned-hero, Scott Lang.

In the real world, 1979 saw the Iron Lady elected British PM, bringing with her harmony, truth, faith, and hope. The Shah of Iran was turfed out, and Ayatollah Khomeini was back in charge. And Three Mile Island got a bit more radioactive than usual.

On the tv, the Dukes of Hazzard were entertaining the masses, whilst the more sophisticated members of the audience were watching the Antiques Roadshow. At the pictures, Sigourney Weaver was being terrorised by an Alien, Martin Sheen was in Vietnam hunting for Marlon Brando, and the cast of Star Trek started making movies. Yay...