The He-Man Effect: How American Toy Makers Sold Your Childhood

Box Brown explores how corporations have manipulated our fandoms in this 2023 non-fiction graphic novel. While Brown explores the affects of propaganda on the American populace during the two World Wars, his focus is on toys because many of those psychiatrists who used science to ideally heighten pro-American sentiments ended up being hired by advertising agencies after the conflicts. In between the first World War and the attack on Pearl Harbor, women were the primary targets of those advertisers. However, with the baby boom after the fall of Japan, companies were made aware of a brand new untapped market: children.

It turns out that our tiny undeveloped brains cannot tell the difference between the fictions of a TV show and the commercials that fill in gap time. So when a kid sees Superman telling kids that Wheaties is the only cereal for him to eat, they believe that in order to be just like the Man of Steel, the kiddies need to eat Wheaties too! This blending of the two types of media got so bad that restrictions were made by the FCC, thanks to a bunch of angry moms, that prohibited children's programming from being essentially a 30 minute commercial for products. There were a few exceptions like Sesame Street, which was considered educational for children and being on public television, never ran commercials. It's also why during the 60s and 70s, that TV shows like Laugh-In, which was clearly for more mature audiences could appeal to children on lunch boxes and trading cards. It wasn't considered kids programming, so those shows could license out products meant for kids. It also explains why the 1970s was the best decade for cartoons.

This all changed in November, 1980. Ronald Reagan became President and he appointed those to head the FCC who opposed the restrictions on advertising to children during the Saturday morning cartoons and after school programming. Mattel was about to launch a new toy line that promised to rival Kenner's Star Wars behemoth, Its main character was called He-Man. However, capturing the imagination of the youngsters who would demand mom and dad buy it for them would be no easy feat without able word of mouth and frequency on the airwaves. With FCC deregulation of kids programming, Mattel was able to produce an animated series that would essentially be a 22-minute commercial for the Masters of the Universe toyline. 

Thanks to the series produced by Filmation, He-Man and the Masters of the Universe became a cultural touchstone for children in the mid-1980s. I should know, I was on of those kindergartners who started to drop their Star Wars figures and instead pickup a He-Man and a Skeletor figure. I still love the original He-Man series. I've bought massive omnibuses containing the entire run of mini comics inserted with each action figure. I also have a book devoted to the seldom seen newspaper strips. I'm currently on the hunt for the comics produced by Marvel imprint, Star Comics, without going bankrupt doing so. 

While my love for He-Man hasn't diminished reading this historical account of pop culture in the 20th century, I am chagrined to see how much I have been manipulated by Mattel, Kenner, Hasbro and the likes. Eternia's Prince Adam doesn't say 'By the power of Gray Skull. I have the power.' to become He-Man, though it helps. That was an ear worm planted by toy designers to trigger something in our little pea brains to want to consume more Masters of the Universe merch! The same goes with 'Yo, Joe!', 'Thundercats, Ho!' and so many other catch phrases of my childhood.

I'm almost mad at Box Brown. I've enjoyed a lot of his previous works. But with The He-Man Effect, I feel like he exposed the man behind the curtain. There was just a little too much of Adam Ruins Everything that destroyed some of the magic of my youth. The book does explain very well why we get upset when our favorite childhood franchises are rebooted or made 'woke' with diverse casting changes or switching genders of characters. But what I'm most upset about is that these toy lines and animated series that were bright spots to a childhood fraught with bullying and abuse, weren't there to make me happy and secure. They were created to make people rich. Thanks to Box Brown, the truth about my childhood heroes is that they weren't there to protect me. They just wanted my money.

Worth Consuming, but man does it hurt.

Rating: 7 out of 10 stars.

Spy Vs. Spy 2: The Cloak and Dagger Files

Black Spy vs White Spy. Are they birds? I've always wondered if they were birds because of the beak-like noses. 

I couldn't tell you where I got this 2007 collection of later Spy vs Spy strips. My guess would be Ollie's. But I'm not sure. The strip of two similar looking secret agents trying to steal the secret plans of the other while attacking them with booby traps was originally created by Cuban political cartoonist, Antonio Prohias. An earlier volume paid tribute to Phobias time at MAD Magazine. This book would feature the numerous artists and writers who were tasked with filling the Spy vs Spy creator's shoes.

I knew that this book was a volume 2. I didn't know that it was not going to have any of the original Prohias works in it. But I'm not too upset as he had retired from MAD before I started reading the magazine as a kid. There were several articles in the book including a section by current Spy vs Spy artist, Peter Kuper, whose use of stencil and spray paint have given the series an industrial artistic look. His section explains his creative process. How Mountain Dew came to do a series of live action Spy vs Spy commercials and how Spy vs Spy became a video game are other interesting features. But I think it's a forgotten piece of Spy vs Spy history that was most interesting: a newspaper comic strip.

For only 39 weeks in 2002, newspapers across the country ran a Sunday funnies strip involving White Spy and Black Spy trying to outdo each other. The pantomime strip was novel in that it looked just like you'd see in the pages of MAD, except in a paneled format like a strip. However, with the wars in Iraq and Afghanistan occurring at the same time, it was felt that such a strip like Spy vs Spy seeing one or both of the characters blowing up and maiming the other, that it was the wrong time for such antics in cartoon form and the strip was quickly cancelled.

One area of Spy vs Spy history that I didn't see in the book was the animated shorts seen on Fox's MAD TV. Maybe they were included in the first volume. But with this being a chronological account of life after Prohias, it's absence seems strange.

Also, can someone explain to me why the occasionally appearing Grey Spy, a voluptuous blonde in a grey dress never gets her comeuppance? If she appears, she always gets the best of the two spies. They never manage to get her. Just like how Wile E. Coyote can never capture the Road Runner!

This was an okay book. The articles were needed as there's almost no words in the strips. Plus, this is not a book for folks who need reading glasses. To include as many strips as possible, a bunch are shrunken by at least half and with needing to pay attention to detail, the smaller size can give you blurry eyes at best or as with me occasionally, a migraine.

Worth Consuming!

Rating: 7 out of 10 stars.

The Legend of the Swamp Thing Halloween Spectacular #1

My last read for Halloween 2024. It's a Swamp Thing special from 2020 built on a unique premise. 6 terrifying tales starring various Guardians of the Green throughout history. You thought Alec Holland was the only human to become the creature known as the Swamp Thing? Think again!

This anthology begins with Holland's Swamp Thing rescuing a missing child from the Great Abysmal Swamp. Afterwards, he begins to reflect on his past lives throughout history, including an encounter with the armies of Julius Caesar in Brittany and witnessing a group of Spanish explorers become trapped on an island of living rage. That one was the best story, by the way. Things wrap up with a glimpse at a future incarnation of the Avatar of the Green.

Though touted as a Halloween special, none of the stories were set at Halloween. But all 6 did have elements of fear. Did I feel gypped by the erroneous title despite pay for the full cover price? No, not really. Maybe it's because I had long lost this book in my massive pile of books needing to be added to my collection and the feel of wasted money over a Halloween comic that really wasn't has passed. Or maybe it's because this book was so darn good. 

Great stories. Very good art. A reboot of a legend that I hope I can live long enough to experience when the future Swamp Thing's time finally arrives.

Worth Consuming!

Rating: 9 out of 10 stars.

Hearing Things (Family Comic Friday)

Tim and his sister are new in town. Tim likes to record interesting sounds he's encountered during his daily walks and incorporate them into his sister's music which is inspired by horror movies. However his sister is feeling uninspired and depressed. Martha has had trouble making friends since their move and is considering quitting music altogether.

Tim, joined by his cat, Frankie, decides to explore a creepy abandoned house in hopes of capturing some spooky sound effects that will bring Martha out of her depression. Yet when Tim and Frankie climb over the estate's stone fence they discover that the entire area is devoid of sound. How can Tim prevent his sister from quitting music, which is her passion, if he cannot record any scary sounds?

Hearing Things was an awesome read by newcomer Ben Spears. I thought it would be a quaint little read for the month of October. I wasn't aware of how explosive a read it was going to be. Tim's cat Frankie steals the show. Such a funny character with so much life and energy. I couldn't stop marveling at Frankie.

Not to ruin the surprise, but this book ends up being a ghost story with charm and decorum. The pair of spooks might look a little scary. But they're harmless. In fact, one of them gets startled by Frankie.

I hope this isn't the last we see of Tim and Frankie. I probably would be okay without a return of the ghosts, though they were great characters as well. I just think it would be wrong to never get more of the pantomimes of Frankie the Cat or another recording session of sounds with Tim. 

This 2024 book is part of the Toon Books series edited by Francoise Mouly. I've been a fan of these books which introduce readers to dynamic new creators as well as translated readers from across the globe that would have been ignored by American readers without the efforts of Mouly. 

Spooky. Charming. Funny. A read that might produce a few chills but has a heartwarming ending as well as some unforgettable characters. Hearing Things is a book perfect for this time of year and is sure to become an annual classic.

Worth Consuming!

Rating: 10 out of 10 stars.

Crypt of Shadows #1 (2024)

This is the third Halloween annual from Marvel based on the short-lived horror anthology from the 70s. Only this time the Crypt of Shadows, Vol. 3 issue #1 doesn't take place in the Crypt of Shadows. Nor is the anthology hosted by Doctor Strange's deranged brother Victor. This time around, Agatha Harkness, sitting in her intergalactic residence on the planet Amanna, is our hostess and she's spying on several characters of the Marvel Universe.

First up is Agatha's former pupil, the Scarlet Witch. When a magic door appears in her kitchen, Wanda Maximoff finds herself lured into a trap. An innocent nibble on the back of the Man-Thing unleashes a plague into the murky domain of the Sub-Mariner. Finally, the Werewolf by Night, Jack Russell finds himself the latest prey at the hands of Kraven the Hunter. Thankfully old friend, Blade is on hand to make it a fair fight.

First of all, that regular cover. How I wouldn't line up at my favorite LCS to pre-order a supernatural themed title with that lineup. Having Scarlet Witch, Vision, Prince Namor, the Man-Thing, Werewolf by Night, Blade and Kraven the Hunter on the same team fighting some kind of magical threat? I'd be all over that series in a heartbeat.

The stories were pretty good. I didn't exactly like that the Scarlet Witch story was a lead up to upcoming events in the pages of her solo book. I understand that specials like these are paid for advertising for fledgling titles. At least it wasn't a cliffhanger that requires me to buy her book.

I also don't quite understand the changes with the host. There wasn't anything wrong with having Victor Strange as the host. Plus if you're going to call it the Crypt of Shadows, then it should at least take place in the Crypt of Shadows.

I do know that some of the changes were done to the Marvel Cinematic Universe. For decades, Agatha Harkness has been either this ancient spindly old crone or dead. With a younger Harkness appearing in WandaVision, Marvel has once again changed the looks of a comic book character to reflect the live action version. I'm not too upset with that. Plus with the character's new Disney+ series Agatha All Along debuting now, I understand that Marvel Comics wants to cash in on that connection and is using their Halloween annual book to do it. I don't like it. But I understand the reasoning behind changing a great formula. 

Worth Consuming!

Rating: 7 out of 10 stars.

Droopy #1

From 1995, Dark Horse Comics gave tribute to the legendary cartoon creator Tex Avery! To do that Dark Horse presented a 3-issue miniseries starring the sad sack pooch, Droopy.

The main story is a parody of Universal's Frankenstein, Dr. Droopy has created a mighty monster as a companion for his creation known as 'The Beauty'. Unfortunately, the behemoth doesn't work because it doesn't have a brain. But where can a mad scientist find a brain in the dead of night? Thankfully, a weary traveler has just knocked on the door looking for dry clothes and a phone!

The backup story stars a character called Screwball Squirrel. In his yarn, he's decided to befriend a fellow passenger on a train. Sadly for the traveler, Screwball Squirrel is the world's worst best friend!

I wasn't familiar with Screwball Squirrel. But I love Droopy. He always manages to make me laugh with his wah-wah voice and funny little waddle. And no matter what, he just always comes out on top. But in the numerous shorts I've seen Droopy in, he was always the hero. Technically, as a mad scientist, Droopy is the villain.

Though not taking place during Halloween, I counted this as part of my holiday reads because of the other 2 books in the series. Issue #2 is a Thanksgiving set adventure and #3 is Christmas. I happened to get all 3 issues earlier this year just to read them for the 2024 holidays. So expect to see Droopy and friends again real soon.

With an essay on his short stint working with Tex Avery, Scott Shaw! gives readers a glimpse at a forgotten part of the animation legends time at Hanna-Barbera during the twilight years of Avery's life and career. It's an interesting read that proves Shaw! is a gifted storyteller. I'd love to read an autobiography of his 50 plus years in television and comics.

Lots of fun! Though I would have liked 2 Droopy stories instead of the very hyper Screwball Squirrel story that frankly tired me out a little bit.

Worth Consuming!

Rating: 8 out of 10 stars.

I Know What You Did Last Crisis #1

When is a Halloween special not a Halloween special? When it's this year's All Hallows Eve offering from DC Comics! Each October, for at least the past 7 or 8 years (maybe more), DC has presented fans with a horror themed annual of 8 stories. Generally 6 or 7 are set during Halloween or Dia De Los Muertos. I Know What You Did Last Crisis offers 8 tales, set during the various Crisis events that DC has published since the biggie way back in 1985. But to call most of these stories 'horror' are misnomers at best. They're more like thrillers and only 1 is set during Halloween.

The lone Halloween story occurs during Zero Hour when the Justice Society of America is attacked by an unknown foe who has the ability to rapidly age their enemies to the point of near death. It was okay. But had I already read Zero Hour, I'd probably like it and understand it better.

The cream of the crop includes CRISIS set story starring Batgirl who finds that as Earth-1 is about to die at the hands of the Anti-Monitor, Killer Croc has kidnapped the parents of a scared little girl. Black Canary rushes to save innocents from the Silver Banshee who is exhibiting powers unlike her during the events of 'The Final Night'. Kimiyo Hoshi, the Doctor Light of Japan, tries to save her STAR Labs co-workers from a malfunctioning Man hunter during the Millennium event of 1988. 

A couple of stories starring villains Lex Luthor and the Scarecrow were mid-level reads. They had great premises. But they remind me of how long ago it was when I read Final Crisis and Blackest Night that I've forgotten a lot of the less finer details. 

I really thought I was going to hate that Midnighter story. I'm just not a fan of the Wildstorm stuff and I'm so tired of DC trying to make the Authority a thing in this current melded timeline. However, this is not the Batman knockoff that looks like I imagine Wolverine smells. His story takes place during the alternate timeline events of Flashpoint and sees Midnighter playing a deadly game of cat and mouse with Professor Pyg. It was a pleasant surprise and one that I would be interested in reading a follow-up of!

The absolute worst story is a sort of Elseworlds twist on the ending of Infinite Crisis. In the original story, Dick Grayson was fated to die but Conner Kent sacrificed himself. Kinda a bad move because had Nightwing died, it would have issued in a new age of peace and prosperity for the DC Universe. Great for the superhero community. No so ideal for sales. Anyway, an alternate Conner goes rogue and kills all the Dick Grayson's in the multiverse to ensure that all timelines experience this golden age. 

In what would have been a great 'What If' type tale if it was done as a standalone special and not part of a supposed Halloween anthology, it's a jumbled mess. Not scary at all. And it's written by Dan DiDio, who just absolutely hates Dick Grayson with a passion and nearly destroyed the House that Superman Built. When can we stop making Dan DiDio a thing?

I can't really rate this book fairly based on that one tale. I need to average the quality of all 8 stories and then remove one more star for not being a Halloween special! And after making some calculations, I came out with an average of 6.5. So not quite worthy of consumption. But a decent read and for once, it doesn't try to push the envelope nor alienate established fans.

Rating: 6.5 out of 10 stars.