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Ministry of Defence launches 'Action Man'
The Ministry of Defence has launched a HM Armed Forces Action Man-like toy doll in a move to raise the profile of British troops.
By Thomas Harding Defence Correspondent
Last Updated: 6:47PM GMT 14 Jan 2009
The under-manned military will launch a detailed range of dolls that will go on sale this spring complete with minutely detailed weapons and clothing.
Two decades after the eye-swivelling, rubber-hand-gripping Action Man figures were last deployed in toy shops the 10in doll, sold under the 'HM Armed Forces' brand name, is to step on to the commercial front line.
Precisely modelled on troops fighting in Helmand province today, each Service is represented. The Army's soldier comes complete with SA80 rifle, body armour and Mark 4 Alpha helmet. His hardy glare has to compete on the shelves alongside the steely gaze of the Royal Marine looking studiedly stoic in his green beret. The RAF, who deploy their Tornado bombers to the frontline in Afghanistan this year, have a pilot in full flight gear with a pistol in case he had to eject over enemy lines.
A range of toys accompany the dolls including a remote control Royal Navy assault, Harrier jump jet and armoured vehicles.
They will be launched on May 8 to coincide with VE Day by the toy makers Character Group who have designed and marketed the action figures under a licensing deal that will give a share of profits to the MoD which currently has a £2 billion hole in its budget.
The company said the military range "promises to fill the significant void in the action figure market in recent years caused by the lack of authentic military-inspired toys".
Originally sold in American by Hasbro the Action Man range, made in Britain by Palitoy under licence, appeared in 1966 and was discontinued in 1984.
http://www.telegraph.co.uk/news/newstopics/onthefrontline/4240762/Ministry-of-Defence-launches-Action-Man.html
The Ministry of Defence has launched a HM Armed Forces Action Man-like toy doll in a move to raise the profile of British troops.
By Thomas Harding Defence Correspondent
Last Updated: 6:47PM GMT 14 Jan 2009
The under-manned military will launch a detailed range of dolls that will go on sale this spring complete with minutely detailed weapons and clothing.
Two decades after the eye-swivelling, rubber-hand-gripping Action Man figures were last deployed in toy shops the 10in doll, sold under the 'HM Armed Forces' brand name, is to step on to the commercial front line.
Precisely modelled on troops fighting in Helmand province today, each Service is represented. The Army's soldier comes complete with SA80 rifle, body armour and Mark 4 Alpha helmet. His hardy glare has to compete on the shelves alongside the steely gaze of the Royal Marine looking studiedly stoic in his green beret. The RAF, who deploy their Tornado bombers to the frontline in Afghanistan this year, have a pilot in full flight gear with a pistol in case he had to eject over enemy lines.
A range of toys accompany the dolls including a remote control Royal Navy assault, Harrier jump jet and armoured vehicles.
They will be launched on May 8 to coincide with VE Day by the toy makers Character Group who have designed and marketed the action figures under a licensing deal that will give a share of profits to the MoD which currently has a £2 billion hole in its budget.
The company said the military range "promises to fill the significant void in the action figure market in recent years caused by the lack of authentic military-inspired toys".
Originally sold in American by Hasbro the Action Man range, made in Britain by Palitoy under licence, appeared in 1966 and was discontinued in 1984.
http://www.telegraph.co.uk/news/newstopics/onthefrontline/4240762/Ministry-of-Defence-launches-Action-Man.html