Toying With Success: The Story of WCW Action Figures

Joe King

Founded in 1957, Galoob Toys became a major toy distributor in the 1980’s due in large part to being the founder of both Micro Machines and The Game Genie.

In 1984, LJN, Remco, and Galoob would all battle it out over the World Wrestling Federation’s toy license, with LJN winning the war. So, when the WWF all of a sudden had some competition in the late 1980’s with the upstart World Championship Wrestling, Galoob stepped in and secured the license to begin making their toy line.

Series 1 would include the following stars of WCW: Arn Anderson, Barry Windham, Brian Pillman, Butch Reed, Lex Luger, Ric Flair, Rick Steiner, Ron Simmons, Scott Steiner, Sid Vicious, Sting, and Tom Zenk. Sales were pretty good at first, but the success wouldn’t last long at all. Throughout 1990, only Kmart landed initial orders. By the time Wal-Mart, Toys R Us, and K•B Toys got some interest and picked up the line, it was too late. Hasbro & the WWF were becoming insanely popular with kids. 

Due to mediocre sales with the Tag Team Series and the 14″ Super Stars, Galoob decided to release the second series only in the United Kingdom. The United Kingdom would get all of the wrestlers from Series 1 with different attires, along with exclusives such as Big Josh, Dustin Rhodes, El Gigante, Jimmy Garvin, & Michael Hayes. They would also get their own Tag Team Series which again included all of the US releases, along with separate attires, and a Fabulous Freebirds exclusive set that included an electronic Action Sound Module! 

Galoob would also release a WCW Collector’s Case, Slam Action Wrestling Arena, Sound Slammin’ Action Ring, and All Action Sound Module.

The licensing deal would not be renewed after 1991. Meanwhile, Hasbro & the World Wrestling Federation were stronger than ever. Their partnership would last all the way through to 1994. WCW’s next toy deal wouldn’t come until 1994, when they would sign with Original San Francisco Toy Makers. In September of 1998, Hasbro would purchase Galoob for $220 million.