INSIDE LOOK: GODZILLA’s 1970s Monster Merchandise Bonanza
Hey, we’re having a bit of an unofficial Godzilla Day here at the ol’ 13th Dimension. Why? Pretty simple really. Batman ’66 Meets Godzilla #2 – based on an unfilmed ’60s treatment — is available online today (click here). But there’s another reason: TwoMorrows’ RetroFan #10 is out Aug. 5 and it includes a thorough history of Godzilla merchandising in the U.S., by Robert V. Conte. So, it only made sense for our usual EXCLUSIVE EXCERPT from the issue to focus on the King of the Monsters. (By the way, this might be the most eclectic RetroFan yet. Grok the table of contents.) Anyway, this excerpt deals with Godzilla in the ’70s, a period when a generation of kids – myself included – first encountered the mythical Japanese monster. (Also, click here to check out an INSIDE LOOK at the far out 1970s Marvel Godzilla comics series.) So give a roar and dig this: By ROBERT V. CONTE Not to be undone by the record-setting licensing campaign of the 1976 King Kong remake, Henry G. Saperstein — owner of UPA animation studios and Godzilla’s North American licensing agent for Toho Co., Ltd. — was determined to surpass the success of the Japanese monster’s former cinema adversary. With the character’s strong presence at toy-and-licensing events, combined with trade ads teaming the King of the Monsters with Mr. Magoo, Saperstein aggressively secured various merchandising deals including: Aurora Plastics Co. Shortly after the 10th anniversary of the consistently selling Godzilla Model Kit, the hobby company licensed two new additional monsters: Ghidrah, the Three-Headed Monster and Rodan. As Saperstein’s arrangement with Toho was specific to Godzilla, he had to obtain the studio’s additional approval. Both kits were discontinued after the company was sold to Monogram in 1977. Fortunately, Godzilla’s glow-in-the-dark kit was reissued again, this time with a photograph on the box showing the completed model! Ben Cooper Inc. As King Kong remained a consistent seller over decades, the iconic Halloween-themed company produced a Godzilla costume in 1978. The first release was sold in its own branded box featuring art from Marvel Comics’ Godzilla #8. It was later repackaged for inclusion in Cooper’s “Monster,” “Famous Faces,” and “Play Suit” lines (the latter allowed repackaged overstock to sell all year round). Although Godzilla’s mask remained the same, the vinyl smock’s chest area has two...
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