Just like Action Man was at its launch, Action Force was an instant hit. The line rapidly expanded and over a million figures were sold in 6 months from launch, achieving 10% of the UK action figure market. Similar to Action Man's 'stars' promotion, Action Force introduced a 'medal' loyalty scheme for mail-away promotional figures, not available in toy shops. Stateside, Hasbro launched their new scaled version of GI Joe, also as a 3 3/4" action figure line with roots as 'A Real American Hero'.
