Hold Horror in the Palm Of Your Hand

When a toy company has an extremely successful line of girl’s toys, what is the most logical thing to do? Why, trade in the pastel colours and cute animals for blood-red tones and gruesome monsters galore, that’s what!

This is exactly the route taken by British company Bluebird Toys when they debuted their boys’ toy line, Mighty Max.

The Road to Mighty Max Toys

In 1989 Bluebird released Polly Pocket, a range of toys for girls that were basically small dollhouses. Created back in 1983 by Chris Wiggs for his daughter, the original design was based upon a make-up powder compact, into which Wiggs built a small house for the miniature Polly to reside in. Wiggs then took the idea to Bluebird, who licensed the product and went on to have huge success. In fact, the line saved the company, whose shares had dropped from 500 pence each in 1987 to 29 pence in 1991. Thanks to Polly, Bluebird shares were back up to 575 pence by 1993.

Bluebird figured they could reproduce the success of Polly with a similar toy line for boys, and so Mighty Max was born. Unlike Polly Pocket, whose self-contained playsets were based on real-world items such as books and clocks or were in the shapes of stars or hearts, Mighty Max’s playsets were much more detailed depictions of all manner of horrid beasties, such as Cyber-Skulls and zombie hands. With its strong horror and science fiction themes and playsets full of blood, skulls and unimaginable terrors, Mighty Max couldn’t be further from Polly Pocket aesthetically, but the self-contained playset with miniature figures design was once again a winning formula. Bluebird’s plans paid off when Mighty Max was unleashed upon the youth of the United Kingdom in 1992 and was an instant success.

What Mighty Max Offered

In the first release of Mighty Max toys, three sizes of playsets were on offer. Horror Heads, which were small playsets that consisted of Max and villain mini-figures with occasionally an accessory of some kind; Doom Zones, which were palm-of-the-hand size playsets that came with a Max and 1–3 villains and often movable parts of the playset, such as a trap door; and the “large” sets (these didn’t have a specific line name) which would include multiple mini figures, accessories for the figures and movable parts. These really showed off what this kind of toy could do!

At the time, Max himself was portrayed as an approximately 10 – 12-year-old boy, and in true 90’s style, he was cooler than a cucumber. The short backstory provided on the reverse of each toy’s backing card read as follows:

Image of Mighty Max Toys card back that reads: Max's Dad had left him his old baseball cap. Trouble was, this was no ordinary baseball cap. "Gotta look cool" Max thought as he tweaked the cap's peak round to the side. "AAARGH!!" Suddenly, the world had gone weird and very unfriendly! The cap had changed color! Something very strange was going on! He'd been caught in the Doom Zone. Stumbling from one terrifying adventure to another with only cryptic clues to help him escape... he was all alone. He was scared. But he was Mighty Max and he'd get back somehow!

Mighty Max goes to America

A year after Max first started hitting shelves in the UK, Bluebird made a new distribution deal with Mattel and their new toy line went worldwide. In order to help promote the toy line in the US, a cartoon based upon it was created, as was commonplace in the 80’s and 90’s. The cartoon series saw changes made to Max and his backstory that would become the new status quo for the character and was reflected in future toy releases.

Max now appeared older, approximately 15 or so. He was also more “casual,” with his shirt un-tucked and sporting a mop of long, blond hair. Another big change was that Max’s cap would now permanently be red. Originally, his cap could change colour each time it transported him to another world, but now the red cap with the emblazoned gold “M” would become his trademark!

Max’s mini-figure reflected this, changing from the somewhat squat original to a taller, thinner sculpt. It’s not entirely known why these changes were made; presumably either Mattel or Film Roman, the producers of the cartoon, felt that a slightly older, more “dude with an attitude” take on Max would go down better with American kids rather than the younger, and (by comparison) more orderly British version.

A TV Show Changes A Toy

New characters introduced in the cartoon series began appearing as mini-figures with some of the playsets, particularly the larger ones. Warrior Norman, who serves as Max’s bodyguard, and the wise, Yoda-like Virgil who gives Max advice during his adventures became almost as popular as Max himself. Skull Master, Max’s arch-enemy, also received a redesign, now appearing much more muscular and barbaric than the previous “evil wizard”-like appearance fans had seen in the Skull Mountain playset.

This period saw a huge expansion in the Mighty Max toyline. As well as the playsets mentioned above, new lines started to be released. Shrunken Heads were the smallest of all the Max playsets at approximately 2 cm and for the most part, came only with a Max mini-figure. Monster Heads were strange playsets in that they did not open like traditional Max sets, but rather came with a Max and monster mini-figure that would sit “inside” the head. Hairy Heads, also known as Dread Heads, did not have any interior “environment” but rather the mouths of the monster’s heads would open to reveal a Max mini-figure. Heroes & Villains was a line of mini-figures only — no playsets. Of these, six were released in total; the first three being re-paints of previously released figures, while the final three were new mini-figures based on characters from the cartoon series.

Perhaps the coolest of the new lines was the Battle Warriors. These took the concept of the traditional Mighty Max playset and merged it with an action figure. This resulted in an action figure of a monster whose abdomen would open to reveal Max, Normal, Virgil and/ or villain mini-figures, often with an accessory. The idea that been tried previously with the large Battle Magus playset proved very successful, thus Bluebird used the same principal for their Battle Warriors line.

They Couldn’t Contain Mighty Max to a Toy

There were also many releases outside of the regular toy lines, such as the table-top electronic shooting gallery game Skull Krusher. McDonald’s released a Max playset in 1993, and 1995 and there was also a series of LCD watches whose faces would open like one of the regular Max playsets. Tiger Electronics, who produced a slew of LCD handheld games throughout the 90s, released a Mighty Max game based upon the TV show while a full-blown video game was released for the Sega Mega Drive and Super Nintendo System in 1995. Unfortunately, developer Ocean completely wasted this opportunity, as the game was not terribly good. Also released were stickers, stationery sets, and even a plaster molding set so you could create your own statues of Max and his friends!

What Happened to Mighty Max?

Sadly, Mighty Max was one of those franchises that burned white hot from the moment of release only to disappear almost without a trace. The animated series ended in 1994, lasting only two seasons. The last of the Max toys were released in 1996. Both Max and Polly Pocket – still Bluebird’s best selling toy lines – were not selling as well as they once did. Mattel refused to distribute any remaining stock until Bluebird did something to reinvigorate the franchises. However, it was too late, and in early 1998 Mattel bought out Bluebird and shut down their headquarters in Swindon, England. Thus, Max’s adventures were over.

While the Mighty Max franchise may have only lasted four years and the animated series only two seasons, it still to this day has a large cult following. Hugely popular during its lifetime, the franchise is well remembered by many who were in their early to mid-teens in the 90s. The Mighty Max collecting scene may be small compared to other popular toy franchises, but it is no less passionate and it is not uncommon to see Max playsets, especially those still on their card or in their boxes, go for very respectable prices on eBay. Most interestingly, there was never a definitive list of Mighty Max merchandise released via Bluebird or Mattel, and even now in 2017 fans are discovering Max merchandise that they previously had no idea existed!

Earlier this year Mattel announced that Polly Pocket would be returning to store shelves. Perhaps, if we’re lucky, this may pave the road for new adventures for Max and once again fans will be able to hold horror in the palm of their hands.

Written by Joe Douglas
When Joe's dad gave him a bunch of his old comics to read in 1992, little did he realise the hardcore geek this simple act would unleash. Since then Joe has dedicated his life to collecting comics, toys, books, stationery sets and all manner of things emblazoned with his favorite characters. In 2006 he started writing about his hobby and has had articles featured on various comic and retro game websites. An Aussie living in the UK, Joe has elaborate and intricate plans to bring his collection over. If you'd like to read more of his work, you can do so via his blog: http://jmdworks.org/