007 collectibles then and now: From kids to old guys

James Bond lunchbox seen around U.S. school yards, circa 1965-66

In the mid-1960s, there was no doubt. James Bond — suave ladies man with a license to kill — was being marketed to American school children.

Gilbert marketed a series of James Bond figures that included backgrounds based on the 007 films produced by Eon Productions.

Among the figures:

–James Bond being menaced by Goldfinger’s laser beam. Or, as it was phrased on a home video extra, the “most famous near castration in cinema history.”

–M’s desk with a sheet of bullet-resistant glass that came up from the desk, presumably based on Ian Fleming’s final 007 novel, The Man With the Golden Gun, where bullet-resistant glass came down from the ceiling.

–A small model of Dr. No’s “dragon,” a small figure of the Disco Volante from Thunderball.

Some of the 007 Gilbert figures

I know this because I had that Gilbert set. My late father explained the significance of the bullet-resistance glass in M’s desk and how it worked in the novels. The set didn’t survive my childhood. Kids, after all, tend to be destructive when it comes to toys.

There was also, during this time, a James Bond lunch box. I never had that. But I saw it in school.

Almost 60 years later, things have changed. New 007 collectibles aren’t really aimed at kids. They’re intended for middle-aged (or older) men who have enough money to afford them.

The newest example will debut officially later month — a Lego Aston Martin DB5. It’s to be unveiled at a July 18 event at a Lego store in London. Images have leaked out and it may sell for about $170.

People have told me via social media that, of course, Bond can’t be aimed at kids. Bond, after all, has that license to kill and there’s no way it could ever, ever be marketed to young audiences.

Except, of course, it once was. But that’s how it goes.

All this may reflect the aging of the Bond audience. The people most likely to plunk down $170 (or whatever the price ends up being for a Lego Aston Martin DB5) are men in their 50s and 60s with some disposable income.

In any event, things rarely stay the same.

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One Response

  1. Huh? Bond has ALWAYS been heavily marketed to kids. TSWLM and MR had tie-in toys, LALD’s marketing included ViewMaster reels, and both FYEO and OP were adapted into family friendly Marvel Comics. Admittedly, this focus on kids died down after the Roger Moore years, but I think there was a set of bubble gum cards marketing Goldeneye.

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