Marvel Legends is a 6-inch action figure line initially started by ToyBiz in the early 2000s, before being taken over by Hasbro in 2007, mainly aimed at adult collectors, offering highly articulated and detailed representations of popular, obscure heroes and villains in the Marvel universe. Featuring the likes of Spider-Man, Iron Man, Captain America, etc. Initially, the figures came with limited articulation and detail; nowadays, the figures have over 30 points of articulation, higher quality, detail, an increased number of accessories and interchangeable hands and head sculpts.
The increase in quality, articulation, and detail has allowed fans and collectors to create amazing scenes through photos of dynamic posing with their favourite characters. Playability with the figures allows fans to use their beloved heroes combined with their rogues' gallery of villains to face off as well. Collecting rare and in-box figures has also become a medium for fans of the series, with some figures reaching upwards of $300 on sites like eBay.
People prefer Marvel Legends over other lines of action figures because of the overall quality, articulation, and accurate representation of the characters in the line being transferred over to plastic. The added interactive aspect of the figures allows fans to pose their characters in the way they want and with other figures in the line.
Nostalgia Amplified
Marvel Legends uses the previously mentioned traits to combine nostalgia with storytelling. The action figures appeal specifically to adult collectors who grew up with classic Marvel films and comics. Coupling this with the figures being a physical object allows fans to recreate iconic scenes and display them like art, furthering that deep connection. Added is the way some figures tie into the MCU (Marvel Cinematic Universe) films. Through this, Hasbro can connect with fans, leaning into pop-culture timing, continuing long-term engagement with the figures.
Personal Engagement
As an avid collector of the figures myself, the examples below even showcase some of my personal collection. I love the way I can have my favourite Marvel characters and be able to display them all and give them a spotlight to shine in all their 6-inch action figure glory. They are more than just figures; they embody the love and nostalgia I have for the Marvel universe in figure form. It brings me a sense of joy being able to open a fresh figure out of the box and trying to figure out how to add it to my display, which has been influenced by the Marvel Legends community. They not only encourage me to improve my posing skills and add new figures to my collection, but also to engage with others online who love them equally. I love being part of a collective of people who love something and use it as a medium to form relationships and discussions with others, which I have also done through social media platforms like Reddit and Instagram, respectively.
The world of 6-inch posable action figures has grown so much, and Marvel Legends will continue to be a leader in its ever-growing success in the future.