Action Man returns as an extreme-sports hero

LONDON - Action Man makes a return to toy shelves today after a three-year absence dressed not in military uniforms but as more modern heroes such as extreme-sports participants.

Action Man returns as an extreme-sports hero

Tesco is stocking thousands of the Action Man figures that despite having apparently been discharged from the armed forces continue to come armed with a range of weapons.

The range, which starts at £5, includes a scuba patrol and a desert moto-cross bike rider.

Action Man first appeared in Britain in 1966. Earlier this year the Ministry of Defence licenced a range of authentic HM Armed Forces action figures.


Become a member of Campaign from just £78 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content

Digital cities for digital citizens

How to make your ads clear