SHOGUN WARRIORS
3" FIGURES
5" FIGURES & VEHICLES
TWO-IN-ONES
GIANT FIGURES 1977
GIANT FIGURES 1978
GIANT FIGURES 1979
GODZILLA & RODAN
MERCHANDISING
5" FIGURES & VEHICLES
TWO-IN-ONES
GIANT FIGURES 1977
GIANT FIGURES 1978
GIANT FIGURES 1979
GODZILLA & RODAN
MERCHANDISING
Mattel's Shogun Warriors launched in 1977 and is best remembered for its giant sized 23 1/2 inch tall plastic robot figures. During that first year it was not unusual to see retailers devote an equally giant amount of space to ads for the initial three jumbos-Mazinga, Raydeen and Dragun. A typical ad for these large Shogun Warriors would contain a whole paragraph highlighting the aspects all three figures had in common like size, rolling wheels, arms that moved up and down and no need for batteries or assembly. Then each figure would be mentioned by name and have a brief description of their unique accessories and projectiles. This level of detail was a practice that would fade away over the next two years as the line expanded with more figures in the jumbo size assortments. By 1979 it was unusual for any Shogun with the exception of Godzilla to be mentioned by name in their ads and only a few sentences describing the overall features of the line remained.
Although the jumbos got much of the advertising attention, in terms of the line's makeup they were actually outnumbered by the multitude of smaller die cast figures and vehicles that composed the majority of the line. The early five inch tall die cast figures did get some advertising in the first year and their presence in newspaper ads expanded over the next couple of years, but they were still overshadowed by thier giant sized counterparts. These smaller figures and vehicles oftentimes were mistakenly billed as Star Wars toys in newspaper ads, either by mistake or on purpose by retailers trying to capitalize on the popularity of the most famous sci-fi toy of the time. Ads for smaller assortments like the die cast three inch figures and the Two-in-One transforming Shoguns are not as common. Beyond the figures I've also found ads for tie-in merchandise like Shogun Warriors model kits and Halloween costumes but those are extremely rare.
These 3" collectables all of diecast metal parts, arms that move and hands that turn. Fun and colorful!
Sale priced! All 3" tall. Choose from 6 characters.
Mattel #2518A. Each 3" tall. Choose from: Great Mazinga, Gaiking, Dragon or Poseidon. Your choice
Die cast metal parts, moveable arms. 3" tall.
Your choice of bold, striking shogun warriors made of die cast metal. Many moving parts for exciting action.
Warrior figures made of die-cast metal. Moveable arms may be lowered or raised. Includes weapons, shields & rockets. No batteries required. Sale Priced!
Save $1. Your choice of bold, striking shogun warriors made of die cast metal. Many moving parts for exciting action. 100 each per store
Save $2. Your choice of bold, striking shogun warriors made of die cast metal. Many moving parts for exciting action. 100 each per store
Save $2. Bold, striking shogun warriors made of die cast metal. Your choice 100 per store
Only 3.77 ea
Your choice! Sale priced! Kids will love these. Durable construction.
All have die cast metal parts. Detailed moving parts. Batteries not needed. Variety selections
Your choice! Choice of four 5" tall figures. All with moving parts and accessories.
Sturdy die-cast metal renderings of the famous Shogun defenders. Great Mazinga, Poseidon, Raider, Dragun. 2107
Mattel #2734A #2730A Complete your Star Wars collection! Your choice
Diecast metal parts. For ages over 3.
Save 3.11 EA! Your choice! Invincible guardians of world freedom! Giant figures stand almost two feet tall...move on wheels. Each has arms that can be raised or lowered.
Space age Samurai defenders. Almost 2 ft. tall, no batteries. A9861
By Mattel. Yur choice of three 23 1/2" figures complete with accessories.
Now 15% off
Choice of Raydeen, Dragun or Mazinga. Ages 3-10. By Mattel
As seen on TV. Save!..Mattel. A.Dragun B.Raydeen C.Mazinga. 150 per store. Limit 3
Giant figures stand almost 2 feet tall! They move on wheels. Arms can be raised and lowered. No batteries needed. Each figure has action accesories! 22-43712 DRAGUN 3 battle axes, shooting stars! MAZINGA with 2 swords! Fists fire rockets! RAYDEEN with 5 missiles and flying fist! Mattel
Invincible guardians of world freedom! RAYDEEN! DRAGUN! MAZINGA! Three space age samurai defenders. Figures stand almost 2' tall. They move on wheels. Each has arms that can be raised and lowered and accessories a child can activate. No batteries or assembly required. Each sold seperately. For ages 3-10. Santa's SPECIAL
Giant figures stand almost 2' tall! Invincible guardians of world freedom move on wheels. Each can raise and lower their arms. Fully assembled with exciting accessories that shoot and move. At least 29 total per store. Mazinga with 2 mighty swords; his fists fire rockets! Raydeen complete with 5 delta winged missiles and flying iron cutter fist. Dragun has 3 battle axes and shooting star projectiles. Mattel
RAYDEEN! DRAGUN! MAZINGA! Three space age Samurai Defenders. Figures stand almost 2' tall. They move on wheels. Each has arms that can be raised and lowered and accessories a child can activate. No batteries or assembly required. Each sold seperately. For ages 3-10 As seen on TV. Mattel.
Invincible guardians of world freedom! Your Choice
Invincible guardians of world freedom! Almost two feet tall
Shugun Warriors. Choose Raydeen warrior with missiles, flying fist. Or Mazinga with 2 swords and rocket firing fists. Or Dragun with battle axes and shooting stars. All warriors move on wheels. Arms can be raised or lowered. No batteries needed. 22-43712 Almost 2-ft tall Mattel
Your Choice! Raydeen, Mazinga. 2' world defender figures.
From outer space. shoot from their hands.
This walking robot can be put together in many ways-even as a vehicle that fires projectiles!
stands almost 2 ft. tall! Moves on wheels and has arms that can be raised or lowered. 110534
Raydeen warrior figure has delta wing missiles and flying iron cutter fist. Also Great Mazinga and Dragun. 20" to 23 1/2" tall.
Your choice. Invincible Guardians of World Freedom! 23 1/2" Raydeen, 20" Godzilla, 23 1/2" Gaiking, 23 1/2" Great Mazinga. Save now.
Choose from a wide selection of Mattel's great Shogun Warriors. They zip on wheels and come fully asembled. None need batteries. DRAGUN #9858 Warrior figure with 3 battle axes and shooting stars! GREAT MAZINGA #9860 Warrior figure with 2 Mighty swords! Fist launches rockets! RAYDEEN #9859 Warrior figure with delta wing missiles & flying iron cutter fist! GAIKING
Your choice! As seen on TV. Mattel
Almost 2 feet tall
Three space age defenders of world freedom stand almost 2 feet tall and move on wheels!
Four space age Samurai defenders. Figures stand almost 2' tall. They move on wheels. Each has arms that can be raised and lowered and accessories a child can activate. No batteries or assembly required
Choice of Dragun, Mazinga or Raydeen. Action figures zip onto wheels for fist and arm movement. Rockets launch, weapons fly, more. No batteries needed.
Your choice! Sale priced! Godzilla, Dragun, Gai King, Great Mazinga, Raydeen. 23 1/2" tall. Fully assembled.
75 per store. Choose from Gaiking, Raydeen, and Mazinga. As seen on TV. Mattel
Watch them in battle. Five models to choose from. Item No. 2988
The warriors stand 23 1/2" tall. Godzilla is 19 1/2" tall. All move on wheels and have movable parts. No batteries required. Your choice
Each towering figure is loaded with extra play value. Parts to move, fists to fly, weapons and accessories that intrigue! They all move on wheels. No batteries required. Each sold seperately.
Each 23 1/2" towering figure is loaded with extra play value. Parts to move, fits to fly, weapons & accessories that intrigue. TV. Mattel.
Mattel. Claw can be launched. Tongue flashes pretend flame. Stands 20" tall. As seen on TV.
Your choice. Invincible Guardians of World Freedom! 23 1/2" Raydeen, 20" Godzilla, 23 1/2" Gaiking, 23 1/2" Great Mazinga. Save now.
Giant Monster
is a big 20" figure with a claw that can be launched. Tongue flashes pretend flame. Rolls on wheels. For ages 3 and up. From Mattel.
Your choice! Sale priced! Godzilla, Dragun, Gai King, Great Mazinga, Raydeen. 23 1/2" tall. Fully assembled.
SSP
Giant 20" figure, claw that can be launched. All Mattel at discount prices.
The warriors stand 23 1/2" tall. Godzilla is 19 1/2" tall. All move on wheels and have movable parts. No batteries required. Your choice
Giant 20" figure claw that can be launched. All Mattel at discount prices.
Each towering figure is loaded with extra play value. Parts to move, fists to fly, weapons and accessories that intrigue! They all move on wheels. No batteries required. Each sold seperately.
Giant flying monster with claws that grab like a fist! Needs no batteries.
As seen on TV. Flap his wings & make ROdan's claws grab like a fist to pick up small figures & toys! Use his beak to carry small objects. Rodan assembles with rubber bands & needs no batteries.
Robot space age creatures like Dragon, Mazinga or Raydeen. Easy to assemble.
They're fantastic, robot-like, space age creatures. Molded in colored plastic. Your Choice.
Science fiction favorites. Choose your favorite while selection is at its best. Save now at this low low price.
- For more thoughts and musings on old Shogun Warriors toy ads you can read my blog posts:
- "Constructing a chronolgy of release for Mattel's Shogun Warriors action figures: The first half of the list-1977 to 1978"
- "Constructing a chronolgy of release for Mattel's Shogun Warriors action figures: THE END OF THE RODAN!"
- "How to make friends and write a 1970s newspaper ad for 2 foot tall toy robots (or die trying)"
- "Beat You to the Rocket Punch"