McFarlane Toys in 1998

This page from the March, 1998 issue of Lee’s Action Figure News and Toy Review (Amazon.com search*) showcases some of McFarlane Toys’ reveals at New York Toy Fair that year. The more I examine these old magazines the more I question how the various toymakers provided materials to the magazines. Were files emailed in that age, or were they still shipping slides around the world for promotional purposes?

And the larger question: Why would a toy company even buy advertising in these magazines if they were getting so much free coverage? Or was the coverage related to how much was spent in ads each year? I’d kill to see an ad rate sheet from this time.

Related articles

• 1996 McFarlane Toys Promotion Schedule (battlegrip.com)
• Toymakers Face Shifting Market (hereandnow.wbur.org)
• “And now . . . Spawn” (battlegrip.com)