Political toys out to play

By Marie Ewald
The Christian Science Monitor

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In today's rough-and-tumble political climate — where Democrats have waged war on the White House, red states are battling blue ones, and the character of America's political leaders is under constant attack — Richard Harrison, retiree-turned-toymaker, craved comic relief.

"I've been struck by how serious and nasty the political campaign has been," he says. "The charges being floated by both sides are so over the top and beyond all reason that I just have to laugh."

Since he feels the presidential campaign is devoid of humor, Harrison thought he'd try to insert some chuckles between the cheap shots — and settled upon what he calls a gold mine of possibilities: political toys. He has re-fashioned time-honored toys into partisan playthings, introducing the Genuine Texas Bushwhacker and the John Kerry Flip Flopper.

Harrison is one of several manufacturers trying to capitalize on the politically charged atmosphere by releasing political toys, primarily talking-action figures.

Who's buying them — and why? The popularity of political playthings is an outgrowth of the action-figure craze that swept the U.S., says Robert Thompson, a professor at Syracuse University who's a commentator on pop-culture trends.

The dolls also demonstrate an American adage, he adds: If you make it, someone will buy it. "Its existence creates the need for it."

Today's political landscape also comes into play, says Matthew Felling, media director at the Center for Media and Public Affairs in Washington, D.C. "People are actively thinking about politics, so that seeps into their free time and impulse-item purchases," he says, noting that 12-inch Ann Coulters and Donald Rumsfelds adorn desks at many political think tanks.

People aren't buying the dolls for their kids, who are hardly cognizant of politics, says Chris Byrne, a toy consultant. Consumers are typically men ages 18 to 34 with a decent disposable income. Some buyers, whose sons or daughters are serving in the military, might buy these dolls for emotional reasons, while others hope to build an authentic collection in a "presidential cabinet."

While the dolls' popularity won't match that of GI Joe anytime soon, sales are brisk.
 
"Villainous" action figures (Iraqi "Disinformation" Minister Mohammed Saeed al-Sahaf and Osama bin Laden) are the most popular creations of www.herobuilders.com, in which sales grew more than 400 percent from 2002 to 2003.

Toypresidents.com in Texas shipped its first action figure, a talking President Bush, in August 2003, and sales have grown "a lot faster than the initial pie-in-the-sky projection," says Dwayne Crosby, the director of sales.

After Talkingpresidents.com earned a mention in Matt Drudge's daily online report near the end of 2002, the Web site's server crashed from the unexpected onslaught of intrigued Christmas shoppers.

Toypresidents.com's mission is to portray the U.S. presidents as heroes. The figures have hand-tailored suits, neckties with a double Windsor knot and correct period clothes. The 25 catchphrases they speak are selected based on merit.

John Lawler of Politicrazy in Berkeley, Calif., created the Bushocchio Hot Air Doll "to point out the hypocrisy of the man in the White House." He hopes it will be held aloft at anti-Bush protests.

After Hussein was unearthed in Iraq, Herobuilders.com had a "Captured Saddam" figure ready within 22 hours. And the company quickly whipped together a "Mean Dean" doll after Gov. Howard Dean gave his infamous scream.

What staying power will these toys have? Thompson believes the novelty will wear off. "These are drive-by industries. I can't imagine a product like that having much legs. In five years, addicts across America will have these things packed up in boxes never to be gazed upon again," he says. "The joke's been told."

Harrison sees a continuing market for his toys. "I believe there are enough people out there with a sense of humor," he says. "I just like to look on the funny side of things. I think it's a laudable goal."