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Action figures are often based on characters from movies, comic books, military, video games or TV shows; fictional or historical. These figures are usually sold to boy and adult collectors. The term was coined by Hasbro in 1964 to market GIJoe to boys (while competitors called a similar product boy dolls). According to a Swedish study, action figures showing traditional male characteristics are mainly aimed at boys. Although most commonly marketed as children's toys, figures have become widely accepted as adult collectibles. In this case, the item may be produced and designed with the assumption that the item will be purchased for display only as a collectible, and not to be played as a children's toy. The term "action figure" was first coined by Hasbro in 1964 to market their GIJoe figures to boys who refused to play with "dolls," a term primarily associated with girls' toys. (Rosko Industries introduced a similar toy called JohnnyHero for Sears in 1965, but it was called a "boy doll" because the term "action figure" was not widely used at the time.) GIJoe was originally a The military-themed 11.5-inch figure was presented by marketing and toy creative Stan Weston. It features changeable clothes and a variety of uniforms to suit different purposes.
To make the toy popular globally, Hasbro also licenses the product to companies in other markets. These various licensees have generally the same uniforms and accessories that Hasbro manufactures for the U.S. market, as well as some suits that are unique to the local market. There are at least two examples in Japan where Hasbro licensees have also issued sublicenses for related products. For example, Palitoy (UK) sublicenses Japan's Tsukuda Corporation to manufacture and sell Palitoy's ActionMan accessories in the Japanese market. Takara also granted Medicom a sublicense to manufacture the action figures.