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Characters ™ & © 2007 Marvel Characters, Inc. Praise for Lavi shly illustrated with charts, checklists and color “It’s certainly a relief to encounter evidence of another human being who is FAR photographs, Mego 8” Super-Heroes: World’s Greatest Toys! is an more obsessed with this sort of thing than I am. Which is saying something. And Benjamin Holcomb channels his near-illegal fascination with these classic toys into obsessive examination of legendary toy company Mego, and the a stunning visual experience that will leave you weeping like a nine-year old who extraordinary line of super-hero action figures that dominated just misplaced Robin’s removable mask.” the toy industry throughout the 1970s. —Chip Kidd, author of Batman Collected Featuring a chronological history of Mego, interviews with “I’ve searched comic book conventions for a Human Torch. I’ve scoured flea former employees and vendors, fascinating discoveries never markets for a Batman with both gloves. I’ve waited thirty years for this magical, beautiful book. And now, Benjamin Holcomb has given it to us. This is the story revealed elsewhere, and thorough coverage of each figure of an adolescent obsession that masks the greatest quest of all: the quest for youth, and packaging variant issued in the United States, this is the a return to childhood, and unarguable proof that the very best thing you can do is rip open the mint box.” definitive guide to Mego. —Brad Meltzer, author of NY Times Best-Selling About the Author The Book of Fate and DC's Justice League of America Manufactured in 1970, author, photographer and designer Benjamin Holcomb is a life-long toy “Being the kid whose family was responsible for creating Mego, I enjoyed instant Characters ™ & © 2007 DC Comics celebrity. Benjamin’s book brought me back to my Halcyon days of going to work collector and super-hero enthusiast. with my father on summer Saturday afternoons, seeing all the now-classic figures as they were being developed for the big winter selling season. This book, so full of fond memories both personal and professional, could be improved only if it An Art Director in Los Angeles, he is surrounded included footy pajamas and a Christmas tree.” by thousands of action figures, comic books and a cat named Rocket. None of these things help with —Ke n Abrams, son of Marty Abrams and Author Mego head sculpted the cleaning. Or rent. Or dating. grandson of Mego founder D. David Abrams and painted by Otto Lange. $49.95 256 pages Size: 9 x 12 inches More than 1,100 full color images Printed in China TwoMorrows Publishing Raleigh, NC Benjamin Holcomb Introduction to Mego .........................................................................6 Birth of the Line ...............................................................................................7 Primer and Toy Overview ..........................................................................10 1972 .........................................................................................................................14 Superman ............................................................................................................17 Batman ...............................................................................................................25 Robin ...................................................................................................................33 Aquaman ............................................................................................................43 Christmas Catalogs .............................................................................52 1973 .........................................................................................................................56 Captain America ............................................................................................ 65 Otto Lange: Captain America ...................................................................72 Tarzan .................................................................................................................73 Spider-Man ....................................................................................................... 79 Shazam .............................................................................................................. 85 1974 .........................................................................................................................90 Otto Lange: Super-Gals ............................................................................ 104 Wonder Woman .............................................................................................105 Supergirl .......................................................................................................... 109 Batgirl .................................................................................................................113 Catwoman ........................................................................................................117 Otto Lange: Super-Foes .............................................................................122 Penguin .............................................................................................................123 Joker ...................................................................................................................127 Table of Contents Riddler ................................................................................................................131 Mr. Mxyzptlk ..................................................................................................135 Secret Identities .............................................................................................139 1975 .......................................................................................................................144 Green Arrow ...................................................................................................159 Green Goblin ..................................................................................................163 Lizard ................................................................................................................167 Falcon .................................................................................................................171 Iron Man ..........................................................................................................175 Hulk ...................................................................................................................179 1976 .......................................................................................................................184 Thor ...................................................................................................................193 Conan ................................................................................................................197 Fantastic Four ................................................................................................201 Isis ........................................................................................................................211 1977 .......................................................................................................................216 Teen Titans .....................................................................................................227 Shipping and Counter Display Boxes .................................................233 1978 .......................................................................................................................234 1979 .......................................................................................................................238 1980-1983 ..........................................................................................................244 Inside Mego .................................................................................................252 Bibliography ...............................................................................................255 Introduction to Mego family business founded in 1954, Mego Corporation evolved from a small import company A into one of the most prolific manufacturers in the toy industry. Originally called Martin- Howard Corp. (after the names of founder D. David Abrams’ two sons), the company sold a variety of products, acting as a sales representative for a number of importers. One such company imported various “lure” items, which are the relatively inexpensive toys retailers cleverly merchandise near checkout counters. Such products are also known as “hush up” toys, as parents are especially prone to impulse purchases that will quiet a fussy child. Right: Mego founder In 1957, Abrams reached an exclusive agreement with a Japanese toy manufacturer D. David Abrams in 1979. to be their sole importer and sales representative. With the growing success, Abrams changed the company name to Mego. Cher and Planet of the Apes, Mego became the premier manufacturer of licensed toys by the mid-1970s. In 1981, for example, Mego bought the rights to “The The 1960s were very busy, and found the entire Abrams clan working for Mego. Dukes of Hazzard” television show (from LCA, incidentally) for a pittance of D. David’s wife, Madeline, was employed from the outset, and sons Marty and $2,500. Howard joined the family business in 1958 and 1967, respectively. An article in the March 1976 issue of Playthings discussed the licensing business During