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An action figure is a poseable character model figure made most commonly of plastic, and often based upon characters from a film, comic book, military, video game or television program; superhero, anime, fictional or historical. These figures are usually marketed toward boys and adult collectors. The term was coined by Hasbro in 1964 to market G.I. Joe to boys (while competitors called similar offerings boy's dolls).

According to a 2005 study in Sweden, action figures which display traditional masculine traits primarily target boys. While most commonly marketed as a child's toy, the action figure has gained widespread acceptance as collector item for adults. In such a case, the item may be produced and designed on the assumption it will be bought solely for display as a collectible and not played with like a child's toy.