It was 1980-something when I began to develop the roots of who I am today as a person, as well as a professional storyteller (screenwriter). It all started by playing with toys. Specifically, for me, the iconic toys of the 1980s — a decade that would be remembered for its iconic toy lines that still resonate generations later.
Why the 1980s Were the Golden Age of Toy-Inspired Imagination
The 1980s were a particularly special time for toy-based play. It was a decade filled with imaginative franchises that lent themselves to hours of creative storytelling. From Star Wars to G.I. Joe to Transformers, these toys weren’t just about combat — they were about strategy, loyalty, and friendship.
I can remember the days when all of our neighborhood friends — boys and girls — would gather our collections and spend hours creating elaborate stories, scenarios, and conflicts, all of which required complex thinking, imaginative reasoning, and social interaction.
And there was also tremendous practicing of diversity because we were literally playing with characters from different worlds, genders, colors, etc.
Sure, we had screen distractions back then too. We had:
The Nintendo Entertainment System (Atari before that)
MTV (back when all they showed was music videos)
Iconic Movies in the Theaters
Arcades
Our parents were sure that these things were going to rot our brains and lead to a decline in our childhood development — and society as a whole. But nothing could have been further from the truth. Why? Because we also spent hours upon hours playing with the best action figure and doll toy lines in history.
When you think of iconic toys from the 1980s, images of action figures and Barbie dolls immediately come to mind.
We used them to become:
A G.I. Joe charging into battle against the ruthless terrorist organization named Cobra.
A rebel pilot from a galaxy far, far away piloting an X-Wing against the evil Galactic Empire.
An Autobot transforming between robot and vehicle as you took on the deceptive Decepticons.
A young woman named Barbie living her day-to-day life.
Masters of the Universe battling in the land of Eternia.
A strawberry-scented girl named Strawberry Shortcake.
A group of M.A.S.K.-wearing good guys and bad guys.
But this was so much more than just entertainment.
Science has since told us that playing with action figures and dolls has a profound impact on child development, helping children build essential skills that shape their futures.
We now know through science and research that playing with toys isn’t just about make-believe. Playing with toys contributes to child cognitive, emotional, and social development. If we have raised our children right, we’ve done our best to pass that down to the next generation. If not, there’s still time. With that in mind, let’s dive into what science has since taught us about playing with action figures and dolls.
The Role of Action Figures and Barbie Dolls in Child Development
Recent developmental psychology has shown that play is critical to the development of children’s cognitive and social skills. Toys like action figures and dolls specifically help children engage in symbolic play, where they use objects to represent something else, facilitating imagination and problem-solving while doing so.
Symbolic play was commonplace during the 1980s. Children would create entire storylines and narratives for their G.I. Joe figures or act out movie scenes (and their own sequels) with their Star Wars characters.
Studies suggest that these toys helped — and continue to help — children to explore identity, relationships, and even develop emotional regulation.
Playing with action figures and dolls stimulates brain regions related to empathy and social information processing.
When a child pretends their Barbie doll is helping a friend, they are practicing empathy and emotional management.
Similarly, when children role-play conflicts between their action figures, they often simulate problem-solving, negotiation, and resolution skills. These kinds of play patterns are more than just imaginative — they are exercises in understanding complex social interactions.
Language and Cognitive Development
One of the key cognitive benefits of playing with action figures and dolls is the enhancement of language skills. When children play with toys, they are using toys as props for storytelling, which helps them structure narratives and practice their vocabulary.
For example, a child playing with their Star Wars action figures may take on the roles of Luke Skywalker or Princess Leia, speaking for each character, and in the process, refining their language use.
Studies also show that children who engage in pretend play, such as acting out scenes with action figures or dolls, demonstrate more advanced language skills than their peers. The act of narrating scenarios, negotiating roles, and describing environments in their imaginative play stimulates cognitive processes related to language acquisition and memory.
During the 1980s, children didn’t have the amount of content that children do today. And they certainly didn’t have the creative tools to create their own content — at least not in comparison to what is available today.
We were constantly inventing our own worlds using the vast array of action figures and dolls available to us, developing linguistic creativity and cognitive flexibility traits that served us well in school and later in life.
And that’s still possible for children today.
Gender and Role Exploration
Back in our day, Barbie dolls, Strawberry Shortcakes, and action figures from G.I. Joe and Star Wars lines also provided a platform for children to explore different gender roles and societal expectations. While Barbie was sometimes criticized for her unrealistic proportions, it's important to remember that many children used Barbie to explore various careers, roles, and identities. She wasn’t just a fashion icon — Barbie was a doctor, an astronaut, and even a president, allowing children to challenge traditional gender roles.
Meanwhile, action figures like G.I. Joe and Star Wars, with their emphasis on heroism, problem-solving, and teamwork, often encouraged boys to explore values like bravery, leadership, and loyalty. But these toys weren’t just for boys — many girls also enjoyed playing with them.They too were exposed to narratives of strength and resourcefulness that may not have been as prevalent in society back then, as far as expectations. This type of gender role exploration is key to helping children understand and navigate the social expectations placed on them.
If you look at how the world is (thankfully) changing today in that respect, as well as how it has changed in the last 40 years for the better, you can see how important it is for this to continue.
Learning Vital Social Skills
Playing with action figures and dolls also teaches children to develop essential social skills. When playing with others, children must negotiate roles, establish rules, and often work together to achieve a common goal within their storylines. These interactions foster cooperation, patience, and the ability to see things from another person’s perspective.
In the 1980s, two children playing with G.I. Joes might negotiate who will take on the role of the Joes and who will control the villains of Cobra.
Today, with the Marvel Cinematic Universe movies and TV series being so prevalent, friends could choose between being the superheroes and super villains.
This negotiation helps build conflict resolution skills, and the collaboration needed to act out their scenes strengthens teamwork. Children who engage in more cooperative play develop better communication and problem-solving skills, which are critical in both academic and social settings as they grow older.
The Contemporary Child
Fast forward to today, where the digital landscape has reshaped the way children play. Tablets, smartphones, and video game systems dominate the play space, providing entertainment but often limiting imagination to the confines of pre-programmed apps and games.
Kids no longer need to use their imagination as much as we did. The computer graphics of movies, TV shows, videogames, and apps can conjure worlds beyond our imagination.
Studies suggest that excessive screen time can negatively affect children’s cognitive development, emotional regulation, and social skills. It’s been proven that children who engage in excessive screen time have poorer language development and social skills compared to their peers who engage in more traditional play.
Here’s where action figures and dolls can still play an important role. Encouraging children to step away from screens and engage with physical toys like dolls or action figure lines can stimulate the kind of imaginative play that is crucial for brain development. Even giving them figures from the games they may love can make a difference as they create their own adventures using their own graphics created in their mind’s eye.
These toys allow children to become the architects of their own stories, unrestricted by the digital frameworks of video games and apps.
Hands-on, imaginative play is more beneficial for developing problem-solving skills, social competence, and creativity. By integrating more traditional toys into modern playtime, parents can give their children the tools to balance their screen time with activities that foster emotional growth and intellectual stimulation.
And don’t worry, parents. Screen time isn’t evil. You’re not a bad parent if you use it to give yourself a break or offer your child some distraction.
It’s really about balancing that screen time with some old-school child’s play where kids can live vicariously through dolls and action figures while using their imagination to generate their own worlds, scenarios, conflicts, and reflections on the real world.
In today’s fast-paced digital world, where screen time often overshadows traditional play, there’s a strong argument to be made for bringing these timeless toys back into the forefront of childhood. Whether it’s encouraging contemporary children to reenact epic Star Wars battles, solve conflicts with G.I. Joe, or dream big with Barbie, action figures and dolls remain valuable tools for cultivating creativity, resilience, and empathy in the next generation.
How Vintage 1980s Toys Shaped My Professional Storytelling Career
I was the typical 1980s kid. I loved my 1980s-era toys beyond belief — G.I. Joe, M.A.S.K., Transformers, Star Wars, He-Man, Matchbox cars, Hot Wheels, etc. Those toy commercials I shared above? That was me — and most of my friends.
These toys taught me the necessary creative and cognitive skills I needed for my career as a former studio script reader and story analyst, and especially in my current role as a produced and professional screenwriter.
How to conjure new and creative ideas.
How to adapt familiar ideas into new takes on what we’ve seen.
How to develop story and character arcs.
How to problem-solve through the eyes of characters and the scenarios they are in.
How to collaborate with others (as I had to do with my friends in the 1980s as we played).
I could go on and on. As a professional storyteller, that’s what I get paid to do. Since it was what I loved to do as a child with action figures in the 1980s, to this day it doesn’t feel like work when I’m called on to handle any type of creative project, and its difficulties.
The cognitive and social development benefits of playing with action figures and dolls can extend to many professionals on many different levels, which is why it is so important for our children.
My kids (now high school and college age) had plenty of screen time in their lives — for better or worse. However, you can bet that they spent hours upon hours playing with action figures from my youth, while also finding their own toy niches like Pixar’s hugely successful Cars line of character toys. They spent years continuing the stories of the the Cars world.
We used to love going to Toys ‘R Us to find new toys to add to their (okay, our) collection. But that all stopped when they closed their doors for good.
The Toys of Our Lives Is Now That Place
This is where The Toys of Our Lives comes into play. We have the toys that you played with back in your days, whether it be the 1960s, 1970s, 1980s, 1990s, or 2000s. We literally section our store by decade, along with genre-specific sections as well. We’ve got countless Marvel and DC figures, from vintage collectibles to more affordable contemporary offerings. And we’ve got the Golden-Age toy lines from the 1980s as well.
With our growing online store, you don’t even need to be in Wisconsin to come check out our stock either — although our brick and mortar store is still the best way to find something for everyone in the house, as well as your family, friends, and coworkers.
Let’s continue to learn from the science of play — and how our children and grandchildren can benefit from it in their lives.