Vintage Superhero Toys and Merchandise Galore …

… courtesy of The Superhero Book of Goodies catalogue, issue 2, 1977, with cover drawn by Joe Kubert.

The Superhero Book of Goodies was the colourful product catalogue for Ivan Snyder’s New Jersey-based mail order and retail store company Superhero Enterprises, later known as Heroes World. The company was a leading US comic book and merchandise distributor from 1975 until its demise in 1997 following its buy-out by Marvel comics.

We don’t need another hero

The catalogues featured the company’s very own superhero mascot – ‘Our Superhero’, sometimes referred to as ‘Snyderman’, and were produced in conjunction with Joe Kubert’s School of Cartoon and Graphic Art

Some famous comic book names below that were former students. But can you spot the future famous TV zombie holocaust survivor?

Name the Superhero contest … did this happen?

So was he called Our Hero or Snyderman? If not then what name? Who won the competition? Did issue 3 tell us? Do you have issue 3? Can you enlighten us? Argh, so many questions!

As well as handling Marvel and DC products, the company advertised a small range of goods for film and TV franchises such as Star Trek, Star Wars, Space 1999, Planet of the Apes, The Bionic Woman, The Six-Million Dollar Man and others. As seen by just the handful of scans we’ve taken from issue 2 so far, the catalogues – and not forgetting the numerous full page adverts found across hundreds of comic titles, feature a range of items from toys to household goods to stamps, stationery, badges, patches, clothing, posters, books and comics and much more. Let’s take a look at some, as TVTA enters the delightful and colourful world of The Superhero Book of Goodies…

Spidey Utility Belt, Superman Postcards, Marvel and DC Superbaby Rag Dolls

Mego Super-Heroes

Have yourself a Rock Party! 

Marvel and DC stamps, Star Trek goodies

Super-Friends Hall of Justice play set, Wonder Woman toys

Superhero Shooters and Shields

More shields and Ricochet Racers Spider-Man set

Enter the World of Marvel

Superhero Mirrors

Batman toys

Batman Grappling Hook, Batman Bat Plane with Launcher, Batman Corgi toys

Board Games, Painting and View Master

Marvel Dart Board, Spidey Squirt Gun, Spidey Plane


And lastly, badges

Part 2 to come soon, featuring more Superhero goodies. Thanks for looking  🙂

Sources: The Kubert School. Wikipedia. Gone and Forgotten. Consulted 12/05/18, and The Superhero Book of Goodies Issue 2, 1977 scanned by TVTA.

19 thoughts on “Vintage Superhero Toys and Merchandise Galore …

  1. These are great… I like how they had their own superhero, too. Did Marvel keep Heroes World as some sort of Marvel Heroes World or just buy them out to shut it all down?

    Liked by 1 person

    • From what I can make out Marvel purchased Heroes World in 1994 to act as sole distributor of their comics, putting a lot of other distributors out of business or harming their sales. By ’97, unable to cope with handling Marvel’s massive demand, and combined with other comic industry issues, HW was failing and went bust. Marvel had to then turn to the remaining big distributor of the day Diamond to handle its sales. Mad story if I understand it right. It’s in one of the links I gave and shows the ripple effect caused by Marvel’s purchase and the damage it caused. Shame, as HR began life humbly as a basement mail order business before working it’s way up to be one of the three biggest distributors in the US. Then along came Marvel…

      Liked by 1 person

      • Ah, sorry, I overlooked that link. That’s quite the impact, eh? Inadvertently shutting down distributors and retailers? Jings.

        Liked by 1 person

  2. What a great collection of adverts, especially the mego toy superhero figures, those were such fun! I remember my sister bought me The Thing action figure when I was ill in hospital once as a kid, I’ve still got it somewhere. I remember having that Batman Utility belt as well, brilliant fun! LOL I was such a geeky kid!

    Liked by 1 person

      • Yeah, that utility belt was so much fun! I didn’t realise there was a Sider-man version as well like in your post! So many awesome toys, I’ll look forward to seeing more of these posters and t-shirts – sounds great and always brings back lots of happy memories 🙂

        Liked by 1 person

  3. Another MARVEL-lous collection! I can see my Corgi Bat Speedboat! I can’t believe the shipping prices for some of these toys 39 cents! I just priced up how much an empty lightsaber handle would cost to be sent to me and it was $60/£45! Yikes.

    Liked by 1 person

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