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 £51 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