TOY PRICES THROUGH THE YEARS

I see a lot of people reacting in horror and sticker shock (ie "bitching on the internet") when it comes to the price of toys and figures these days.

But, when it comes to toys prices, unless you thought they were overpriced since they first started in 1964, then you might actually not have the right perspective on what it cost your parent's to give you all of those wonderful Christmases and birthdays over the years when you were younger.

To give us all a little education lesson on inflation, let's take a look at what our favorite toys from our youth would cost today, if we took inflation into account. 

Maybe this will actually help some of you feel better about what things cost these days, as, in reality, other than inflation (which effects everything), toy prices really haven't gone up that much since their inception.

Let's start with the granddaddy of all figures, going back to 1964-- GI Joe.

 In 1964 - $2.69 per figure. In 2022, the cost would be $24.19 per figure.

Now, let's head to 1966, where Mattel's famous bendie-toy astronaut Major Matt Mason made his debut. 

Back then, a MMM figure would cost your parents $3.89. Today, it would cost $24.04

Let's take a look at another 12" from 1966. This time it's Ideal's version of GI Joe in super-hero form, Captain Action. (Both which were created by toy designer Joe Weston, by the way.) 

 

Back then, a Captain Action figure would cost parents $3.89. (A dollar more then Joe.) Today, that same figure would cost $33.47

But, what about something more than a simple figure? What about a vehicle?

 

Well, GI Joe's Jeep with trailer and real working spotlight would have cost $9.99 in 1966. Today, that same Jeep would cost $85.96

Some of these prices are starting to sound like what you see on store shelves these days for similar prices, aren't they?

How about a different kind of vehicle altogether? One where the only driver was you. 

 In 1971, a heavy duty, die-cast Tonka truck would run $8.99. In today's money, that would be $61.89. Wow! It's amazing that Tonka lasted that long with those prices back then! But, in all fairness, they were made to the highest standards and quality back then.

How about a MEGO figure. Chances are, if you were alive in the 1970's you had at least one or two of these guys. Probably Batman, Superman or Spider-Man. 

Well, a single MEGO figure in 1974 cost $2.74 for an 8" figure. In 2022, that would cost you $15.50, which is about what the current MEGO figures retail for, so not so bad, right?

What about that sweet Batcave Playset, though? The original retail was $14.99 in 1974. Sounds pretty good! But, let's look at the actual price with current inflation. Today it would cost you $84.77! That isn't a cheap playset! Or is it..?

Remember those awesome Shogun Warriors figures that you loved as a kid? They were some pretty big figures! They must have cost a pretty penny, even back then. 

 

Well, in 1977 a 24" Shogun Warrior would cost parents $14.99. Nice! That's cheaper than two cups of coffee from Starbucks! But, it isn't 1977 anymore. If it was, taking inflation into account, a single Shogun Warrior would actually run you $68.96

 We're getting close to that magical year that we all love and remember for one main reason-- Star Wars!

So, let's jump to 1978 and look at what some Kenner Star Wars items would cost by today's standards.

Let's start with the cheapest of items, the figures. In 1978, Kenner charged $1.97 for a single figure. Today, that's $8.42. While that's over four times the original cost, it's still a pretty good price.

What about some vehicles and playsets? How about one of the most remembered playsets of all time, the Death Star. Back then, it cost $17.88. Today, it would be $76.46. That's right, your parent's paid a little over 75 bucks for that playset back then. Appreciating them a little more now?

Maybe your favorite playset wasn't the Death Star. Maybe it was a vehicle and playset in one-- the Millenium Falcon. 

When it first hit stores in 1978, the Falcon (complete with never working Hyper Drive. Just kidding!) would run parents $23.88. How much would that be today? How about $91.47. 

Feeling a little spoiled yet? I know I am!

But, wait! We haven't hit that heaviest of hitters yet-- the Imperial AT-AT. 

This thing was so expensive, even by 1981's standards, that my father used to love telling me over and over that it cost "50 dollars! 50 dollars!", which it did. Well, $49.95 to be exact. Today, it would have a retail cost of $153.20. Hmmm.. How much has Hasbro been charging for their recent AT-ATs at retail?

In 1982, GI Joe made his triumphant return to to shelves, this time, following the standard set by Kenner's Star Wars line, in a 3.75" format to allow for tons of vehicles and playsets in the line. That's where the real money is made for toy companies. Well, at least back then. We really don't get much in the way of vehicles and playsets these days.

The average cost of a Joe in 1982 was $2.97. Today, that inflates out to about $7.97 for a figure. And, now that I think about it, isn't the average cost of a 3.75 figure at retail around eight bucks? Maybe $15 if it's built to a higher standard. 

Joe was another brand with great vehicles and playsets. So, let's take a look at some of those, shall we?

Ahhh! The Killer WHALE! One of the grand gems in the vehicle crown of the GI Joe line. In 1984, it cost $24.99. Well, heck! That's how much most 6" figures cost these days! So, we must be getting ripped off, right? I mean, take a look at what I could have gotten back then for the same price. 

Dang! That's right. I forgot about inflation... Okay, so how much would it actually cost if 1984 was 2022? How about $67.06? 

When you go to the store, and you want to buy something for yourself or one of the kiddos, and you see a price sticker of 67 dollars, what do you think to yourself? Do you think "that's cheap!" or do you think "eehhh... I have to think about that one..."?

Well, if you owned one of these as a kid, then your parents just went ahead and spent the "$67" dollars and made your childhood all the more magical. Thanks mom and dad!

But wait... Before we move off of GI Joe, we have to talk about the biggest playset ever created for any toy line. At seven feet long, there wasn't a GI Joe lovin' kid in the world who didn't want what only few ended up having-- the USS Flagg.

I remember seeing it in Toys R Us as a kid. I was mesmerized by it. But, for some reason, I never asked for it. Maybe, even back then, I realized just how ridiculous of a toy this thing actually was. (Seven feet freakin' long!!!)

Today, of course, a loose, complete Flagg sells for well over $1,000. So, regardless of inflation, the 2022 price is going to be a steal. But, that's not what we're doing here. Yes, all of what I'm posting here goes for way, way more in today's market than it did back then, or with inflation. But, we're looking at things as if they were new right now. 

In 1985, the USS Flagg cost a whopping $129.99. Today? By 2022 pricing, that same set would sell for $336.82.

Can you imagine your kid asking for a $335 playset today? What would you say or do?

Today, we can look at things like the Super 7 Thundertank. They have had to defend the price of that vehicle over and over. I'm far from a Super7 defender, but I am and always have been a realist, even when it doesn't really work in my favor. 

Granted, the Thundertank isn't 7' long, but then again, Super7 isn't the toy company that Hasbro was a the height of their game in 1985. So, while I do want that Thundertank, it's still almost $500. So, I'm left to question: how much to I really want it, and how much can I reasonably afford? Not to mention, much like the USS Flagg in 1985, do I even have room for the thing?

Okay, enough of all that. Let's take a look at another insanely popular (and Hasbro owned) 80's toy brand-- The Transformers.

Let's run down some prices of what things cost back then, and what inflation would do to those prices today.

The basic car Autobots cost $10.99 in 1984. Today, that equals $29.49

Optimus Prime and Megatron were priced at $24.99 when they were first introduced. Today, that's $67.06. How much do Leader Class Transformers cost these days? Hmmmmm.....

What about something bigger, like those combiner Gift Sets. The Constructicon Set ran parents $39.99 in 1985. That same set would retail for $103.62 in 2022. How much was that Walmart exclusive Constructicon set from a few years back?

How about that big ol' Autobot turned Decepticon turned Autobot who didn't look anything like he did in the cartoons thanks to some licensing issues-- Jetfire. He was a major gem in anyone's TF collection.

Well, in 1985, he cost $37.99. Wouldn't we all love a brand new Jetfire for that price! Ah! Damn inflation.... Alright, let's take a look at what he really cost by today's standards-- $98.44 retail! How much did we pay for the recent Siege Jetfire..?

Don't worry MOTU lovers. I haven't forgotten the most powerful man in the universe and his friends.

A basic figure from Mattel's Masters of the Universe would run parents $4.49 in 1983. That would be $12.57 today. (About what the Origins figures cost at retail.)

And the playset that is still considered the top playset of all time by many collectors, Castle Grayskull? When it was first released in 1982, it cost $26.99. That would be $77.98 today. Sounds about right for what you might see at retail for a playset these days. 

I have many, many more "then and now" prices for toys through the years, but I'll wrap things up with what some might consider to be a more modern figure line-- Spawn.

Spawn was introduced by McFarlane Toys (and Spawn creator Todd McFarlane) in 1996. 

When it first hit retail, a Spawn figure would cost you $9.99. But, 1996 wasn't that long ago, right? (Well, for old fogies like me, anyway.) So, how much more would a Spawn figure cost these days? How about $17.75. Not too far off from what McFarlane charges today for his figures.

I hope this article gave you a bit of new perspective on what things actually cost these days, and that it might not be as bad as you thought it was when you compare it to what our parents paid back in :the good ol' days."

A huge thank you to wishbookweb.com and christmas.musetechnical.com for their amazing and wonderful Christmas book photos. Please give them both a look if you want to take a fun walk down your childhood lane.

Be sure to let me know your thoughts on this article and if it helped with understanding (and possibly accepting) today's retail toy prices.