40 years ago, in October 1979, Kenner Products distributed retail stock of their spectacular new ALIEN action figure to retail outlets throughout the USA and selected nations around the world. Intended to capitalise on the Christmas season market of that year, the 18 inch tall action figure was based on an implacably hostile space monster featured heavily in a recently released R-rated movie. Despite the R-rating, the large toy was marketed at children, ‘AGES 5 AND UP’. An age group that was unable to attend sessions of the movie due to its violent and otherwise generally inappropriate content for children. A toy based on the horror/science fiction movie, ALIEN.
ALIEN was a big hit with audiences in 1979 and Kenner was eager to release their oversized toy to retailers late that year. Due to massive financial commitment to the Project, Kenner’s substantial expectation in sales were intended to follow in the footsteps of the massive success of their popular Star Wars toys. These popular toys were released the previous year and sales of the ALIEN product were expected to equal or exceed those sales. It is estimated Kenner sold over forty million Star Wars toys in 1978! As to how many ALIEN toys Kenner planned to move the following year is anyone’s guess and actual production or sales figures are not available. Christmas 1979 was rapidly approaching and the ALIEN toy was Kenner’s big entry into a potentially lucrative new property hot on the heels of the success of their Star Wars toys. Forty million units, though? Just keep that astonishing figure in mind for now. Continue reading