The September 11th attack
Hero, rescue toys flexing muscles
Advertiser News Services
Perhaps Arnold Schwarzenegger, America's biggest hero of the silver screen, said it best.
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"I play action heroes," he said after the recent terrorist attacks, "but firefighters are the true action heroes."
Mattel pulled its Heli Jet because of a fictional attack on New York.
And nowhere is such affection for the men and women on the front lines of public safety more evident than at the toy store, where parents are snapping up fire trucks, firefighter action figures and firefighter Halloween costumes.
Several toymakers are poised to introduce play sets and action figures this holiday season that celebrate rescue missions and New York City firefighters — ideas conceived, serendipitously, months and even years before the Sept. 11 attacks on the World Trade Center and the Pentagon.
Other toys are being pulled from store shelves, suddenly inappropriate after the tragic events.
Analysts expect sales of hero and rescue toys to swell as families put wholesome playthings celebrating America's finest at the top of wish lists. Military action figures such as Hasbro's G.I. Joe also are expected to sell well as the country displays its patriotism — and real soldiers head for real battles.
"Play and toys always reflect our culture," said Chris Byrne, an industry analyst and contributing editor to Toy Wishes, a consumer magazine. "I think you'll see a lot of hero play and a lot of kids working out anxiety over (Sept. 11) through play."
Fisher-Price, for example, plans to step up production of a New York City firefighter doll called Billy Blazes.
Sales for Mattel's Map 'n Go Fire Truck were up 20 percent last week over the previous two weeks, Bryla said. Sales for the Hero Highway play set were up 14 percent for the same period.
But some hero story lines are hitting too close to ground zero.
Mattel is pulling its Heli Jet, in stores for about a month, from the shelves. The vehicle is part of the Max Steel line, which features a bionic superhero out to save the world. Each toy comes with a fictional plot for children to enact. The Heli Jet's packaging presented the story of a villain attacking New York City from the top of the World Trade Center. "It's a little bit too close to reality," Mattel spokeswoman Sara Rosales said.
Lego has pulled its Alpha Team: Ogel Control Center construction set from stores after a customer complained. The toy's instruction booklet shows a plane zooming over a city skyline and dropping what appear to be bombs.
Well before the terrorist attacks of Sept. 11, parents had been clamoring for less-violent action figures, and toy-makers had responded with everyday-hero lines. "This whole rescue theme is so appealing to parents," said Oravec of Fisher-Price, a unit of Mattel, which saw sales of its Rescue Heroes line for preschoolers jump 70 percent in 2000 over the previous year.
The rise of the everyday hero only enriches children's play, Farley said. "Kids can identify with them, and they can become really terrific toys where lessons are learned about heroism and courage and generosity."
