Action Man is a line of action figures launched in the UK in 1966 by Palitoy as a licensed copy of Hasbro's American "G.I. Joe" figure. The brand has been particularly popular in the UK and has undergone various revivals and relaunches since its inception. Its strengths lie in its nostalgic value and its appeal as a customizable military-themed toy that has expanded to include adventure, sports, and other themes. While Action Man does not have the same level of global brand awareness as its American counterpart, G.I. Joe, it still holds a significant place in British pop culture and retains a dedicated fan base. Collectors and those who grew up with the original figures in the 1960s and 1970s often have a strong emotional connection to the brand, which has helped sustain its presence in the toy market.