"Move Over Cowboys, It's 'Action Figures,'" Licensing International magazine, July 1985

This article examines the rise of action figures in the 1980s toy industry, analyzing how superhero and science fiction characters replaced traditional cowboy themes. The piece discusses licensing strategies behind popular lines like Marvel's Secret Wars, DC's Super Powers, Transformers, and G.I. Joe, while exploring the shift from Saturday morning cartoons to syndicated programming and the emergence of female action figures. It provides industry insights into how companies developed "good versus evil" marketing themes that transformed action figures into a dominant toy category.