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Action Figures
 The initiation of Louis Marx to action
figure toys was more a reaction, than action in the toy industry.
It was 1964 and Hasbro had just released the first G.I. Joe action
figure. Louis Marx, not wanting to miss the opportunity to
compete, released the first Stony Smith action figure. Stony
allowed Marx to participate in the military action figure market.
Although the Stony series was not nearly as complete as Hasbro's G.I.
Joe series, children could purchase several versions of the Stony figure
along with jeep and accessories.
In 1965, Marx combined the apparent toy
industry shift to large action figures and his previous known success of
westerns, to pursue a new direction in action figures. Marx
released the Daniel Boone figure, followed by a 12" cowboy action
figure. Using the same body as Stony Smith, Johnny West brought
new opportunity to toy production. The introduction of
Johnny West lead to the development of a complete series of western
figures, horses, and accessories. These western themed action
figures continued production over 10 years.
Originally in 1965, the series included
cowboy Johnny West and his horse Thunderbolt, along with Indian Chief
Cherokee. In 1966, Johnny was introduced to cowgirl Jane West and her
horse Flame. Over the next few years, Marx introduced a number of
new figures to the Johnny West series including, Jay, Jamie, Josie, and
Janice.
Horses included color variations of
Thunderbolts, Thundercolts, and Storm Clouds, along with Buckskin,
Pancho, and Mustang. Flick, a shepherd dog, and Flack, a setter
dog, along with a Buffalo were introduced to the series.
Additional accessories included a teepee, corral, jeep, and trailer.
Figures, horses, and accessories could be purchased separately, but also
available in combination sets.
 The years 1967-68 introduced many new
figures to the cowboy theme through the Fort Apache Fighters Series.
Figures included Captain Maddox, General Custer, Zeb Zachary, Bill Buck,
Geronimo, and Fighting Eagle. Two color variations of the Comanche
horse and a full-scale cardboard Fort Apache were added to the series.
Although never actually produced, many
believe the Marx prototype cannon, tent, and accessories were designed
for this particular series. The one-of-a-kind, original prototype
for these pieces can be seen in The Official Marx Toy Museum Prototype
Room.
In 1974, Marx introduced the “Best of the
West” series which standardized the packaging of the figures and
accessories with a "Best of the West" box style, logo, and colors.
The Best of the West series introduced a travel case and a new figure,
Princess Wildflower.
In 1975, after 10 years of Johnny West
production, Marx introduced another new and final series to the
western/cavalry themed action figures, the Johnny West Adventure Series!
The Johnny West Adventure series created new box designs along with
figures and accessories in much brighter color schemes. Marx
released “Quick Draw” version of Johnny West and Sam Cobra in which a
lever in the back would allow figures to draw their pistols. In
addition, Marx introduced Jed Gibson, a black cavalry scout, which was
only produced in the JWA series.
Safari
Adventure
 The Safari
Adventure Series included Buck Hunter the leader, Sgt. Kogo the guide,
and Kim the photographer. These figures are 7” tall, have cloth
clothing, and a dial on their back to raise and lower their arms.
Safari animals
include a gigantic Elephant, jar smacking Crocodile, chest beating
Gorilla, roaring Lion and Tiger, and head rearing Rhinoceros. The
series included two vehicles: the Pursuit Truck and a Jungle Jeep, both
capable of pulling the Capture Cage. Both vehicles came with a number
of accessories including winch with hook. The 24” Lookout Tower
and 14” Capture Cage added hours of play value to an already unique and
exotic series.
Sindy Series
The idea of a teenage fashion doll to
compete with the Barbie series was first conceived by Pedigree Soft Toys
Ltd. in England in 1962. Sindy was first release by Pedigree in 1963
and continued through 1986. In 1978, Marx released an “American”
Sindy series, including furniture and accessories, an assortment of
outfits, horse with accessories, and Sindy’s friend, Gayle!
Other series of action figures include the secret agent figures of Mike
Hazard and the Girl from U.N.C.L.E, the Knight and Viking series, the
All American Fighter, Archies, Rat Patrol, Astronauts, Ready Gang, Lone
Ranger, etc.
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