Another staple of the 1990s is coming back to retail this fall.
TCG Toys is relaunching the Bend-Ems brand of 6-inch, bendable action figures that was originally launched by JusToys in 1987. During the early ’90s, Bend-Ems was known for its assortment of more than 400 licensed characters from Disney, Hanna-Barbera, WWF, and more. Bend-Ems also kept the Star Wars license alive at retail in the decade between Kenner‘s original action figure collection and the Power of the Force II relaunch.
This fall, TCG Toys will release a range of figures from new licenses. Series 1 will feature SEGA’s Sonic the Hedgehog, ZAG’s Miraculous — Tales of Ladybug & Cat Noir, Nickelodeon’s SpongeBob SquarePants, JoJo Siwa, and more. Each 6-inch scale figure will come packed on a blister card that pays tribute to the ’90s-style packaging.
“The appeal of Bend-Ems is a cultural phenomenon,” says TCG Toys Founder and CEO Michael Albert. “Bend-Ems are collectible, affordable, and ripe for today’s market.”
“People ask me what the most important key was to the success of Bend-Ems,” says Allan Rigberg, Bend-Ems IP owner and creator. “It’s two-fold: speed to market and desirable licenses. The figures’ innovative design allows us to quickly ramp into production, further allowing retail buyers to seize opportunities quickly. TCG Toys’ agility, enthusiasm, and extensive licensing partners make them the perfect team to combine Bend-Ems nostalgic elements, today’s popular characters and get them to market quickly.”
The 2022 Series 1 Bend-Ems figures will be priced at $4.99-5.99 each.
While Bend-Ems is a legacy brand, this is not its first shot at a relaunch. The brand most recently surfaced at retail in 2019 via a licensing deal with Sunny Days Entertainment. That line of figures was chosen as a hot holiday pick in the Toy Insider‘s 2019 Holiday Gift Guide.
