The Ken doll, a staple of the Barbie universe, has long been under scrutiny for its portrayal of the male physique, which does not quite align with contemporary ideals (O'Neil, 2016). Although Ken is not a “toy for boys” his impeccably sculpted physique has left a mark on the perceptions of boys and men alike (Baghurst et al., 2006). More typically conceptualised for boys, are action figures which enjoy great popularity among boys (Pope et al., 1999). Action figures embody a very extreme “masculine ideal” that many boys aspire to (Morrison et al., 2003; Barlett et al., 2005). Ken dolls and action figures represent different ideals of masculinity. Ken, with his sleek and fashionable appearance, embodies a more conventional and perhaps aspirational image of masculinity, while action figures often portray hyper-masculine, muscular figures associated with strength and power. As such, it is interesting to understand how both toys affect how both and girls view the ideal body image of men, as toys serve as more than mere playthings. They offer a means for children to express their desires and fantasies (Bainbridge, 2010).
Over the years, action figures have undergone a significant transformation, with their bodies becoming increasingly robust and muscular, surpassing even the proportions of bodybuilders (Pope et al., 1999). G.I. Joe stands out as a prime example, evolving to possess a more muscular physique over time (Pope et al., 1999; Barlett et al., 2005). Unlike Ken and Barbie, these action figures boast greater articulation, allowing for a wider range of poses and activities (Bainbridge, 2010). Furthermore, modern action figures, such as Iron Man and Batman, transcend human limitations with their extraordinary powers and abilities (Pope et al., 1999). As such, while Ken symbolises fashion and companionship, action figures represent heroes, enabling children to immerse themselves in epic adventures (Play and Playground Encyclopedia, n.d.).