RACK TOYS by BRIAN HEILER - Review

 

Websites like www.plaidstallions.com or www.megomuseum.com have been part of my life now for so long, I honestly don't know when I became aware of them? I've been listening to the Pod Stallions podcast probably since it started or very early on? In one way or another I've been a fan of Brian Heiler's work for at least 20 years, but probably longer.

A few years ago when I lost my father and mother, I was left completely alone without a friend or family to be found. My friends were off living their lives as anyone would, and my entire family aside from my older brother was murdered by cancer on a massive scale. I needed a friend really bad, and thanks to YouTube, Pod Stallions was there to get me through the nights. When hearing Heiler and company had assembled a book on rack toys, I had to get it. It just took awhile because life is complicated. I can now say though it arrived, and I couldn't be happier.

My story with rack toys as a child is probably no different than anyone else.

I grew up in the tiny American border town of Blaine Washington in the 70s and early 80s. Most of our real toys came from either the larger college town of Bellingham 20 miles to the south, or catalogs.

Blaine had two places which carried toys at all, most of which were what is featured in this book. The Blaine Pharmacy had a tiny selection of what we called: "Emergency Birthday Party Presents". These would be things like peg warming Battlestar Galactica or Star Wars action figures. Maybe a Mego 3.75" Jor-El or Lex Luthor. But for the most part, it was rack toys. The same was true with Thriftway grocery store. Small towns such as these can be a bleak existance if you're obsessed with action adventure. This book took me back to those days where an image on a blister card may have been the most exciting thing you'd seen all week.

There were at least a dozen children at my elementary school who hoarded and got anything that appeared in town with Spider-Man on it. This was the cheif reason I had very few issues of the Marvel comic. I was a fan of the character, but rarely got my hands on anything associated with him. The detailed section showcasing that character alone is worth getting the book for. I've finally seen all those Spider-Man rack toys I missed, and now (sigh) have to start adding to that never ending list.

The leftovers liike The Hulk, Fantastic Four, and Captain America were regular pickups though, as were my personal favorite the DC Super Heroes. Also shown in great abundance in the book, it made me remember a lot of things I haven't seen in 40 years.

I typically got rack toys in two different ways. 

My Dad whether indulging his sense of humor or to save a buck, would load the Christmas stockings with them, then saving the good stuff to go under the tree. I have a lot of memories featuring a good number of the things shown in this book on those mornings. Usually 5 A.M., still dark outside, the tree glowing in the living room, and me sifting through Star Trek: The Motion Picture I.D. tags or a plastic camera featuring Donny & Marie on the blister card. 

If the item had something to do with the licensed property on the card (like a Batman Bat-Cycle for example) I would get them myself. Some of these items shown in the book were maybe 10 years old by the time I got them? Toys did hang around a lot longer back then.

The book is divided into sections by subject. The comic book heroes, Tv and Movies, Sci-Fi and Space, Monsters, Saturday Morning, and Generic Fun. The buffet of delicious treats immediately sent me to eBay to try and get a grasp on what the collecting of these things looks like and costs.

The book solves a (almost) lifelong mystery question I've had. Back when I became an adult collector and began researching all the toys of the time, I kept circling back to a single thought. That thought was:

 "Wasn't there more? I remember there being more stuff than this?" 

Sure enough, I found that stuff! This was the missing section in my memory struggling to find that lost knowlege I knew I hadn't dreamed or imagined. I'd remembered walls of Superhero and TV toys but they were nowhere to be found? My foggy brain could not remember what they were? Well, that question has been answered.

The real treat in this book is to glance at the era's lack of style guide's and corporate gate keeping on these properites. These companies were allowed to do their own artwork and make their own logos. It's true that rack toys are alive and well in our modern dollar stores, but every single thing looks the same year after year. A Yo-Yo or mini Pinball Machine may be made by two different companies but the packaging looks identical. The whole feeling you were getting something unique and special is gone. Everything now is streamlined and just boring. There's no thrill in that Incredible Hulk kite you're buying. It's just a kite, not an adventure.

If you collect pop culture, this book may be more important than any other you will ever get or read. It is one of a kind and it's doubtful anyone will ever attempt to do it again, and certainly no one will do it better.

More than a book, more than a guide, and more than a retrospective, Rack Toys is a unique one of a kind item that has changed what collecting the 60s, 70s, and 80s looks like. Don't pass this up! It is the best of the best and will entertain you beyond your wildest dreams!

You can purchase the book at www.amazon.com