McFarlane Toys, a trailblazer in the realm of action figures and collectibles, proudly marks its 30th anniversary in 2024 – commemorating three decades of innovation by setting new standards for the toy industry and design excellence.
What began as a small, privately owned business in the early 90’s has evolved into an industry leader, defying the odds against Fortune 500 companies, and maintaining its private ownership throughout its impressive journey.
Founded in 1994 by the visionary Todd McFarlane, the company has continually redefined the possibilities within the world of action figures. At the core of McFarlane Toys’ success is Todd McFarlane’s iconic creation, SPAWN, which stands as one of the world’s best-selling comic books, with hundreds of millions of copies sold globally in over 120 countries. The title’s 1992 debut was a massive success with over 1.7 million copies sold, marking a pivotal moment in the future establishment of McFarlane Toys. SPAWN’s aesthetic appealed to toy industry giants, and several wanted to create figures based on it. However, McFarlane’s goal was to create hyper-realistic and articulated action figures that were not yet available on the market. Todd’s forward-thinking led McFarlane Toys to introduce the first ultra-articulated action figure to the market in the early 90s, setting a new standard for the industry. His innovative approach extended to coloring as well, as McFarlane Toys became the first to incorporate a rich and diverse palette, offering fans an impressive array of colors and designs on their figures – a groundbreaking move that preceded industry norms at the time. This distinctive style, marked by revolutionary articulation and vibrant coloring, has since become McFarlane Toys’ signature look, influencing other toy companies to follow suit.
Throughout the years, McFarlane Toys has expanded its influence by partnering with industry giants like DC Comics, Disney, James Cameron’s Avatar, Warner Brothers, HBO’s Game of Thrones, Adult Swim’s Rick and Morty, AMC’s The Walking Dead, and Five Nights at Freddy’s. They’ve also collaborated with iconic and influential figures across various industries, such as Tim Burton, Ozzy Osbourne, KISS, and multiple stars from the NFL, NBA, NHL, MLB, among others.
To reach audiences worldwide, McFarlane Toys has formed strategic partnerships with consumer giants such as Amazon, Target, Walmart, BestBuy, and GameStop. These collaborations aim to bring their high-quality action figures to fans and collectors everywhere, further solidifying McFarlane Toys’ presence and influence in a competitive market.
This strategic growth underscores the company’s 30-year commitment to resilience and continuous pursuit of excellence in an ever-evolving industry. The company’s continued and unwavering dedication to authenticity and attention to detail has cultivated a dedicated global fan base, positioning McFarlane Toys as a leader in the world of collectible action figures.
In addition to its creative achievements, McFarlane Toys consistently earns recognition at the Toy Industry Foundation’s annual ‘Toy of the Year’ Awards, for its significant industry contributions. The company has also secured the position of the #1 best-selling action figure on Amazon several times and earned the prestigious ‘Top-Selling Action Figure and Accessories for the U.S. and Canada’ at The NPD’s 2021 Toy Industry Performance Awards.
To commemorate this extraordinary milestone, McFarlane Toys will release several limited edition and exclusive Gold Label figures. Noteworthy among them is a compelling two-pack featuring a SPAWN figure based on Todd’s original teenage design and sketches, paired with a figure of Todd himself. Fans can anticipate an array of exciting releases, social media contests, and announcements throughout the anniversary year.