Black Action Figure Pioneer : Yla Eason
By Alexandra Jane Gueat Columnist
Yla Eason , the creator of the first Black superhero figure , says she ’ s excited to see Afro-futuristic toys roll out this season more than ever before . Sun-Man , the Black action figure she designed in the 80 ’ s , has been growing in popularity over the last several years , an industry shift she believes is in due in large part to the Black Panther fandemonium .
“ For boys toys especially , there ’ s lot of Black animation , gaming that ’ s being developed , drawn from comic books and sci-fi . It ’ s characters looking like you and being futuristic and magical and mystical , it ’ s part of the genre right now . And I ’ m seeing a mass of it , not just a one-off ,’’ Eason told Rutgers University .
Yla Eason Black Action Figure Alexandra Jane Rutgers Business School , Newark Summer 2023
Mattel plans to roll out a fully updated line of Eason ’ s multicultural action figures in 2023
Eason , who is also a professor of Professional Practice at Rutgers Business School in Newark , founded Olmec Toys in 1985 . With this company the entrepreneur developed an entire multicultural line of action figures . Eason says that she was motivated to get to work after her three year old son told her he would never be able to become a superhero because he was Black . “ If you can see yourself as powerful , you can be powerful ,’’ explained Eason . “ If you have to limit your fantasy world , your imagination , that ’ s frightening .’’
Sun-Man and crew quickly developed a loyal fanbase while Eason took a grassroots approach to marketing and sales by distributing the figures at barbershops , hair salons , and post offices . The toys had hit the big time in the nineties when major retailers agreed to stock the collection , but sadly , Eason and her manufacturers couldn ’ t keep up with the demand , and so eventually they were stripped from store shelves .
But Sun-Man would rise again . In 2021 , Mattel partnered with Eason to recreate the popular toys as a part of its He-Man Master of the Universe collection . “ There was a serious desire to see these characters again ,’’ explained Eason .
The line features four of the original characters from the Olmec collection , called “ Rulers of the Sun .” Also a part of Sun-Man ’ s cohort is Digitino , a Latin X computer wizard , and Space Sumo , an Asian a telekinetic ninja . There is also a villain among them , Pig-Head . Vintage fans will notice that the characters have updated looks like Sun Man ’ s fresh fade haircut , and new golden wings . The line will also feature six additional OG figures including Bolt Man , an indigenous figure who will be introduced along with the rest of the collection by the end of 2023 .
Eason tells Rutgers that back in the 80 ’ s , America wasn ’ t ready for what Olmec offered . She says that this was in part due to the fact that to the masses , Black action figures posed a threat unlike that of Black Barbies or baby dolls . “ With dolls and girls , there is a nurturing concept , there ’ s hair play and clothes play , it ’ s about mothering , compassion , love and beauty , it exists in another realm of play ,’’ says Eason . “ With boys , and action figures , you ’ re talking about power , dominance . It ’ s a different form of play that may seem frightening if the Black guy wins .”
“ It was seen by the masses as a radical concept ,’’ she continued . “ But I didn ’ t think it was radical .’’ Luckily , times have changed , and Eason couldn ’ t be happier . “ What was verboten is now celebrated and accepted as normal .”