Action toys exist for decades. who does not know them? He-Man? The Turtles, Ghostbusters, Star Trek, and Star Wars, too. Even Jurassic Parc got a notable amount of figurines.
Hasbro, Playmates, Kenner, and other Brands are for decades on market.
Newcomers joined like Art Asylum who worked originally for Playmates but got purchased by Diamond Select.