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Mego Co. history
Starting in 1971, Mego began purchasing license rights to a variety of successful motion pictures, television programs, and comic books, and started producing lines for Planet of the Apes, Star Trek, and the Wizard of Oz. Mego used various licensed superhero characters to create their World's Greatest Superhero line, which became their most successful toy line. They also produced an original character, Action Jackson, an unsuccessful competitor of Hasbro's G.I. Joe.
The secret of Mego's success was that their action figures were constructed with interchangeable heads. Generic bodies could be mass produced and different figures created by interposing different heads and costumes on them. Mego also constructed their figures primarily in an 8 inch scale - setting an industry standard in the 1970s.
Mego also created the Kresge style card (named for the Kresge (later KMart) store chain, for whom they were originally produced), now commonly referred to as the "Mego Bubble Card." This style of card placed the clear plastic bubble containing the action figure in the middle of the card.
Mego first attempted a fashion doll line in the early '70's to rival Barbie with Maddie Mod, who had an extensive wardrobe, and her boyfriend Richie. The line was not a success. They also created a pose-able eight inch scale of a Barbie-like doll, 1973's Dinah-Mite.
In 1975, Mego launched a highly successful 12 1/2 inch celebrity doll line, to directly compete with Mattel's Barbie doll. The first dolls were Sonny and Cher, with Bob Mackie designing an extensive wardrobe for Cher. Then Mego added the Lynda Carter Wonder Woman doll line in 1976. Farrah Fawcett, Jaclyn Smith, Diana Ross, Suzanne Somers, and The Captain and Tennille dolls followed in 1977.
Mego added 12 1/2 figures from the Superman movie in 1978, as well as the members of the rock 'n' roll band Kiss. Gene Simmons had a specially molded head created to allow him to stick out his tongue.
- A small collection of military-themed action figures were also released in the early 1980s, called "Johnny Action or Combat Man" in the US, they were also marketed in other countries(France,Italy,Germany,Australia,United Kingdom)released in 1976 under different names. Using the same 6 inch format, they were produced after the 12-inch G.I. Joe figures had lost their popularity and before the revival of the G.I. Joe line in 3-3/4" format and also to compete with Spain's Madelman line of soldier figures. The 6-inch combat line was not a success, and knockoff figures were also released for companies like Woolworth's (or Woolco in Canada, where the line was known as "World War Two Heroes,Brave Soldiers,Jest Force").
