by SEAN MCKEONE, Author, Hall of Omens: The Unofficial Ultimate Guide to ThunderCats Toys and Beyond
When ThunderCats first hit TV screens in 1985, it didn’t just launch a new animated series — it sparked a multimedia phenomenon. Created by Ted Wolf and developed by Rankin/Bass Productions, ThunderCats blended sci-fi, fantasy, action, and adventure, following Lion-O and the nobles of Thundera as they battled evil on the mysterious planet of Third Earth. But the franchise’s staying power extended well beyond the after-school airwaves — it made a lasting impact on both the toy and licensing industries.
A THUNDEROUS DEBUT
LJN’s ThunderCats toy line was an instant hit. Backed by bold character designs, standout packaging, and the boost of a successful TV tie-in, the line debuted with a range of action figures, vehicles, and playsets that kids used to bring the battles of Third Earth to life. At its peak, ThunderCats didn’t just compete — it dominated toy departments.
“The whole line had an undeniable energy; kids loved it,” says José Longoria, Product Manager for the original LJN line. “Overnight, we were more popular than Hasbro’s G.I. Joe or Mattel’s Masters of the Universe.”
THE FUR FLIES
The line’s momentum fueled a broader licensing push that took the brand far beyond the action figure aisle. At its height, more than 40 U.S. licensees — many of which were featured in the February 1985 debut issue of The Toy Book — brought ThunderCats into categories including costumes, stationery, puzzles, apparel, comic books, and more. Thousands of branded products hit retail throughout the late ’80s, making ThunderCats one of the most merchandised children’s properties of the decade.
Much of that success stemmed from the show’s strong storytelling and moral foundation. Every script was reviewed by a psychologist to ensure positive messaging. The Code of Thundera — justice, truth, honor, and loyalty — was built into the series’ DNA. It wasn’t just exciting, it aimed to be enriching.
Larry Kenney, the voice actor behind Lion-O, reflects on the key factor he believes drives the enduring appeal of ThunderCats. “I don’t think, I know. It is the Code of Thundera. It was a moral compass, and it helped children be happy no matter what was happening in their lives. There’s no better legacy than that.”
While the original series wrapped after 130 episodes, the brand never truly faded. The vintage toy line became a collector favorite, while new iterations helped reintroduce ThunderCats to new audiences. In 2011, Warner Bros. launched an anime-inspired reboot that earned critical praise and inspired a new line from Bandai. In 2020, ThunderCats Roar, while polarizing for some fans, reimagined the brand in a comedic format for a new generation.
Modern collectible companies have helped fuel a continued revival. “ThunderCats is one of those special properties that doesn’t seem to age,” says Brian Flynn, Founder and Chief Creative Officer of Super7. “Not only was the animated series amazing, but the toys were too. All the touchpoints from the vintage line were spot-on, and that has continued to this day. The world of Third Earth is a magical place, and we are happy to continue bringing that legacy to life for fans of a whole new generation, as well as the original fans.”
Now, 40 years after its debut, ThunderCats is back in the spotlight and enjoying a resurgence, this time thanks to an unexpected crossover. Mattel — once a rival to LJN during the action figure boom — has introduced the characters into its Masters of the Universe Origins line. “The Masters of the Universe x ThunderCats crossover is an exciting collaboration between two pop culture-defining franchises born in the ’80s,” says Angela Beck, Senior Director, Global Brand Marketing, Action Figures at Mattel. “Both brands are beloved, with rich histories and passionate fan bases. This collaboration is a celebration of nostalgia and a testament to the enduring power of storytelling.”
ROARING AHEAD
Four decades later, ThunderCats continues to roar — uniting generations of fans and collectors under one legendary banner. The Eye of Thundera still shines, and it’s only growing stronger.
A version of this feature was originally published in the 2025 Action & Adventure Issue of The Toy Book. Click here to read the full issue! Want to receive The Toy Book in print? Click here for subscription options!
